Online video technology provider Ooyala has integrated Facebook data into its latest real-time video analytics solution, allowing Web marketers to customize and track video performance across the segmentations that matter most to their businesses.
Custom Analytics with Business Dimension Reporting enables publishers who leverage Facebook Connect to track detailed demographic and psychographic statistics such as age, gender, hometowns and interests to create more targeted and relevant video viewing experiences for users. Marketers are now able to compare the viewing behavior of distinct audience groups such as males vs. females, Californians vs. New Yorkers, or consumers who love anime vs. those who prefer drama.
These marketers can now really drill down into specific audience segments and make quick decisions based on video performance. This level of insight makes it possible for marketers to specifically target audiences that are most likely to respond to their content, and the data is collected based on tags rather than information associated with individuals, thus protecting the users’ privacy.
“Online, panel data is dead,” says Bismarck Lepe, co-founder of Ooyala. “In a connected world, it’s all about real data that is produced in real-time. The future of targeted video campaigns will revolve around making analytics much more actionable and personalized. Our Custom Analytics offering and Facebook integration marks the beginning of this evolution.”
Ooyala has over 500 customers including global media companies and brands such as Dell, ESPN, Fremantle Media, News International, Sephora, Telegraph Media Group and Yahoo! Japan.