Long one of the shortcomings in the transition from TV to online was the gap from online video to the rich analytics available through banners, search marketing, or email; each complements, in many ways, to similar traditional formats of their own. What made online advertising, search, or email so compelling was that one could easily evaluate ROI; a task, in reality, impossible with billboards, Yellow Pages, or direct mail. That gap is closing as sophisticated entrepreneurs pull together new technologies that make it easy to publish, distribute, and track the performance of viral and commercial video.
TubeMogul’s analytics technology aggregates viewing data giving you access to insight on when, where, and how often videos are watched. Now, you can easily track subtle changes in videos, comparing effectiveness, popularity, and ROI for differences historically only available through other forms of online media.
An attractive solution in that regard alone, more appealing for some is their easy to use distribution model which publishes your videos to a couple dozen different sites. Best of all, you can get started for free.
TubeMogul’s Universal Upload service is used by publishers to upload their content to one or all of the major video sharing sites and social networking sites in one shot. Video publishers then use the companyâ€™s aggregated analytics to understand when, where and how often their videos are watched, track and compare what’s hot and what’s not, measure the impact of marketing campaigns, gather competitive intelligence, and share the data with advertisers, colleagues or friends.
Of course, the long sought metric of course, is not views but click through and engagement. For those hosting video, TubeMogul’s InPlay, which is set up in any Flash video player within minutes, tracks rich viewership metrics such as audience engagement, attention span and site performance.
They have an impressive roster of clients, including CBS, Red Bull, and The Home Depot, and a sophistication for data that rivals Avinash Kaushik. My favorite discovery though? That you can get free music lessons with TubeMogul fan Walt Ribiero.