Publishers are under financial assault and video performance is a white hot topic with brands doubling down on mobile video spend. It’s all about revenue, consumer win and getting the most out of your videos assets.
Boosting video performance on existing content is not simple, however, video machine learning provides a unique and scalable way to accelerate video engagement like never before.
Here we will dive into how one of the top 20 news site uses hyper video machine learning to boost play rates on the lion’s share (70%) of videos published.
We kicked in the hyper drive on The Force Awakens movie trailer delivering 41% boost and describing what’s behind visual learning. News oriented video content has shown tremendous lift rates up to 425%, with many videos achieving 100%+ lift in play rates. Breaking away from old school thinking, in this post you will learn what’s driving higher video revenue beyond image recommendation (selection) technology to full on creating more engaged video watchers via intelligence.
How it’s done
KRAKEN’s video machine learning API connects directly within the publisher’s video player. The video thumbnail images are optimized using real time A/B testing and image recognition algorithms. There is tons of evidence on the immense power of visuals and first impression is everything for viewers.
The key component of KRAKEN is learning algorithms that understand placement and visual elements within the video that resonate with a particular audience. Consumers are guzzling content at a hyper rate and in a world full of distractions, content “images” that can quickly capture attention will achieve a higher share of time.
In the case of video:
more plays =
more share =
more overall engagement = MORE REVENUE.
Another key attribution of KRAKEN is helping videos moving away from an unresponsive static image that retained no intelligence. KRAKEN’s image selection is not random and incorporates the sequencing of images “Image Rotation.” This translates into showing more visual depth and further stimulates visual cognition. Hey, we patented KRAKEN and here are some solid number to prove it works!
The ability to tell a visual story based on behavioral engagement assures the maximum possible engagement levels, which would otherwise be lost. That’s right—you’re losing money!
That lost video play is lost revenue and in most cases, it’s a great deal of money being left on the table. For the fans of Game of Thrones this video hit an astonishing 169% LIFT proving the right visuals drive higher revenue (lift= performance of dynamic visuals over the original thumbnail).
All published videos experience a time to live. Even viral videos will decay over time. Video play engagement decay on high CTR videos is displayed in the graphs above and below.
Time to live is a function of:
- Video placement on main sections
- Placement above or below the fold on published page
- Mobile feed depth (how many times to scroll to see the video)
- Mobile in view (how long is the video in view)
- How long it’s displayed in the editorial pick or trending section
- Social share magnitude
Time to live variables have an impact on how long content can achieve high engagement and for how long. Obviously video performance is a function of site traffic, however, the wrong image causes massive consumer engagement loss due to the speed at which humans can process visuals and determine relevance. This speed is on the order of a blink of an eye. Are you adjusting your visual at a blink of an eye? That coupled with Forrester Research, one minute of video is worth 1.8 million words and there you have a perfect reason to make sure every consumer engagement counts.
Want to increase your video play rates and increase revenue? Contact our VP of Sales Ryan Shane for a 1:1 demo, access case studies, and see live examples on both mobile and desktop.