Last night, April 24th, VideoInk, alongside Big Screen Little Screen, Paul Kontonis, and Magnet Media presented: Understanding Analytics and Benchmarking Success. Which Metrics Matter?
Before diving into the heavy stuff, we kicked off the night with screening of three VI-approved web series:
“Casualties of the Gridiron”
Conde Nast Entertainment started off the night with the Sports Emmy-nominated, critically acclaimed documentary series “Casualties of the Gridiron,” which chronicles the trauma that lingers long after football players have left the field. The episode that was screened followed the breathtakingly poignant journey of former NFL star, Ray Lucas as he recounted the struggles of living with severe head and spine damage.
Moving on to Magnet Media, which provided an exclusive first look at an upcoming series it produced for Scripps Networks Interactive’s ulive video platform. “Dear Buddha” will follow host Carey Reilly as she attempts to find inner piece — with a comedic yet cathartic bent. The series will premiere on ulive in May.
Rounding out the night was “Oh, Liza,” an independently produced series from Auntie Productions, which raised close to $20,000 on Kickstarter to make the project. The show tells the story of Liza, a twenty-something who quits her job in New York and moves back into her parents’ house in New Jersey. Spoiler alert: Hilarity and awkwardness ensue.
Following the screenings, it was time to have a conversation with Patrick Courtney (director of marketing at Above Average), Mike Henry (CEO of Outrigger Media), Dominic “Fear” Fera, and Jack Howard, who joined VideoInk founder Jocelyn Johnson for a melding of minds. Here are the highlights:
Views vs Subscribing
For YT creator, Howard, quality trumps all. Looking intently at analytics and framing content based on that is a maddening idea for the creator. He also added that YouTube subscribers follow the creator; “People don’t subscribe to things, they subscribe to people,” he said.
From a marketing standpoint, Courtney pointed to metrics beyond the view count. “For us as a marketing team, we look at the quality of views… Views per unique is something we look at, or likes versus dislikes. As a marketer, that’s the important thing, to know if there is a base of passionate viewers, and if it’s growing.”
On the brand side, Outrigger’s Mike Henry explained how it’s more difficult for brands to convert views into subscribers, pointing
to a recent study his company released on that very subject. What’s more, he explained, “YouTube subscribers can be very fickle and will go away if you don’t know what you’re doing.”
Setting manageable expectations depending on the content is the most realistic way to measure success, according to Courtney.
“Some [videos] are topical, which gets a certain amount of press across a variety of outlets,” he added. “Other content is more evergreen, which is less likely to be picked up by [social news sites like] a Huffington Post or Upworthy… The latter, we know that’s something that’s not going to get picked up, but it has the ability to grow a base.” For Above Average, it’s about finding ways to drive that core to its website, where it has more control over the consumer experience.
He also added in sometimes, “it’s a crapshoot.” Go figure.
For Fera and Howard, producing quality content is the success in itself, because that’s what the audience wants and will respond to.
So…about that TrueView
“It’s the workhorse ad unit for YouTube,” said Henry. “Google and YouTube love it because it’s better for users. It’s fantastic for some type of ad campaigns — for people who are promoting trailers, it’s unreal.” Economically speaking, you can get tons of views and impressions with it, he said, while only having to pay for those who watched the full ad.
From the creators standpoint, though, Fera and Howard are hesitant because it comes down to staying true to the content. Howard doesn’t agree in endorsing anything “I don’t believe in.”
Check out the entire event here thanks to our friends from Watchitoo!
Photos: Karen Almonte