Akamai Media Analytics: Driving Engagement
Girish Bettadpur, Sr Product Manager
Emily Glass, Sr Product Marketing Manager
2011: The Hyperconnected World
40% adult Americans own
smartphones, 5% tablets2
?
86% of US Internet audience
watched online video1
Royal Wedding: 1.73M
simultaneous streams3
1ComScore
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August 2011 data, 2Nielsen , 3Akamai
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What is Engagement?
: Emotional involvement or commitment
: To occupy the attention or efforts of
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How does the Industry Measure Video Engagement?
14.5B
Streams
142.6M
4.5
Nielsen
178M
16.8
June 2011
6.2B
Sessions
ComScore
Hours
per
Viewer
Unique
Viewers
Total
Streams
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How Do You Measure Engagement?
http://xkcd.com/523/
Data is powerful - Context is critical
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Drivers of Engagement
Bits per month
% of premium content to CE Devices
7,000,000,000
6,000,000,000
5,000,000,000
World Population
4,000,000,000
Smartphones
3,000,000,000
Tablets/Netbooks
6,928,198,253
Connected TVs
2,000,000,000
PC
1,000,000,000
2009
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2010
2011
2012
2013
2014
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(est.)
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Drivers of Engagement You Can Control
CONTENT
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PACKAGING
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QUALITY
©2011 Akamai
Akamai Media Analytics
Audience Analytics
• Content usage, viewership, and
quality reports and dashboards
Quality of Service Monitor
• Real-time visibility into
performance
Cross-platform support
<video>
Live, VOD, and 24x7 streams
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Engagement Case Study
Engagement Case Study
Using Media Analytics:
•
•
•
•
•
We looked at range of Media publisher data on our network
Analyzed over 30M viewers, 75M plays, 100 titles
Sliced by content, packaging and quality
Focused on video on-demand content
Supplemented with IDC data from live events study for quality
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49%
Viewers
56%
Visits
25
3.60
20
3.40
15
3.20
10
3.00
5
2.80
0
40%
Plays
19%
Play Duration
Total Viewers
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Before
Total Visits
After
Total Plays
Million Hours
Millions
Does New
Content drive
viewer
engagement?
2.60
Play Duration
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Advertising Placement & Abandonment
Where do ads typically appear?
Pre-Roll
Ad Starts: 25%
Content
Mid-Roll
Content
74%
Post-Roll
1%
Pre-Rolls drove
80% of ad
abandons
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Advertising Abandonment by Content Length
% Ad Abandonment
100%
82%
80%
60%
60%
37%
40%
20%
12%
3%
0%
Pre Roll
Mid Roll
Full Episodes
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6%
Post Roll
Clips
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Quality Drives Engagement
Correlation Between Session Time and Playback Bit Rates for Cases Up to the Optimal Bit Rate
Threshold for Each Event
Soccer A
Soccer B
++500 kbps
=
10% longer engagement
Soccer C
Sports Event A
Sports Event B
Sports Event C
-0.4
-0.3
-0.2
(Correlation
Coefficient)
0
0.1
-0.1
0.2
0.3
0.4
Source: Akamai Data
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Summary
• View into Content, Packaging & Quality
• Gain Insights into Audience behavior
• Drive Decisions
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Product Demo
Product Roadmap
Media Analytics — Roadmap Summary
Q4 11
Q1 12
Q2 12
Q3 12
Q4 12
V4.2
• Focus on LIVE
events
• Ease of use
V4.3
• Diagnostic Tools
• Support for new
business models
V4.4
• Self-healing abilities
• Viewer-level insights
Continuous innovation: connected device support
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Thank You
4,000,000
3,000,000
2,000,000
1,000,000
-
600,000
500,000
400,000
300,000
200,000
100,000
-
Plays
40%
Play Duration
All Geos
Drama
25%
Hours
Plays
Insight: Content Popularity varies by Geo,
and genre
19%
17%
MW
2.60
NE
2.40
S
2.20
W
2.00
North East
South
Mid West
West
Plays/Viewer
Comedy
26%
35%
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21%
18%
M
W
NE
Daytime
17%
S
49%
20%
15%
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MW
NE
S
W
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Insight: Ad Targeting Works
ENERGY AD
CONSUMER PACKAGED GOODS AD
70%
40%
NORTH EAST
35%
WEST
30%
60%
50%
25%
40%
20%
30%
15%
10%
20%
SOUTH
MID WEST
5%
(350)
3X
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(150)
0%
50
SOUTH
MID WEST
250
10%
(100)
450
WEST
-
0%
100
200
300
Ad was targeted at Mid West Audience
3X the average
2.5
X
Ad was targeted at West Region
Audience 2.5X the average
South and Mid West had the same
Abandonment Rate
1.5
X
South Region Abandoned at 1.5X the
West Region Audience
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Insight: Loyal Viewers wait twice as long for video
to start
Abandonment by Categories
Bottom 3 Categories (by plays)
For Top Title in Top 3 Categories
Top 3 Categories (by plays)
Comedy Top
120%
120%
100%
100%
80%
80%
60%
60%
40%
40%
20%
20%
0%
Drama Top
Daytime Top
0%
0-1s
1-2s
2-3s
3-5s
5-10s
10+s
0-1s
Startup Time
8X
97%
3s
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1-2s
2-3s
3-5s
5-10s
10+s
Startup Time
Difference in Startup Abandonment as Startup Time goes up from 2s to 3s
Abandonment Rate when Startup Time goes beyond 10s
Time that “loyal” viewers are willing to wait for video to start
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Insight: Buffering Sensitivity is not constant
% of Total Plays
50%
40%
DRAMA
30%
COMEDY
20%
10% DAYTIME
SPORTS
0
50
LESS
0%
100
NEWS
PROGRAMS
AVERAGE
TALK SHOWS
150
200
MORE
Rebuffering
100
Indicates average rebuffering for top 3 categories (1.6s per minute of play time)
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Insight: Abandonment rates vary by Ad Type
Abandonment Rate - Overall
25%
16%
Ad Abandonment Rate for Top 2 Ad Types
20%
15%
5%
Ad Abandonment Rate for remaining Ad Types
2X
Pre Roll percent higher than average for Top 2 Ad Types
10%
5%
0%
Abandonment Rate – Pre, Mid, Post Rolls
35%
30%
25%
20%
15%
10%
5%
0%
Number of Ads Delivered
300
250
200
150
100
50
-
Abandon Rt (Pre Rolls)
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Abandon Rt (Mid Rolls)
Abandon Rt (Post Rolls)
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Pre Roll
Mid Roll
Post Roll
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Insight: Buffering Sensitivity is not constant
8
Play Duration
6
DAYTIME
4
2
0
20
40
LESS
60
80
0
100
DRAMA
COMEDY
120
AVERAGE
140
160
180
200
MORE
Rebuffering
50%
Comedy and Drama viewers are 50% more sensitive to rebuffering than
Daytime show viewers
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But Performance Has Never Been More
Important…
Correlation Between Session Time and Rebuffering Events per Hour
(Correlation Coefficient)
Rebuffering is the number 1 cause of decreased viewing times…
Source: Akamai Data, 2010
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Insight: Ad Density Tolerance Levels should
be monitored
% of Starts
Pre
Roll
25%
Post
Roll
1%
Mid
Roll
74%
% of Abandons Mid
Roll
17%
Post
Roll
3%
80%
Pre-rolls are driving 80% of
the ad abandons
Pre
Roll
80%
% of Abandons
25%
Portion of Ad Starts
that were Pre Rolls
100%
80%
60%
40%
20%
0%
Pre Roll
Mid Roll
Full Episodes
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Post Roll
Clips
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Roadmap Summary
Support for subscription and hybrid ad+subscription models
Support for automated insights and recommendations so you can drill down
from insights to data
Diagnostic features that will not only help find problems but isolate them
quickly with easy to use decision tree like constructs
Support for data collection across all devices??
adverts
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