How To Increase Video Lifetime Value via Machine Learning

Videos Found For You Recommendation KRAKEN Video Machine Learning Deep Learning

Video discovery is one of the best ways to increase video lifetime value. Learning what video content is relevant increases greater time on site.

All video publishers are looking to increase their video’s lifetime value. Creating video can be expensive and the shelf life of most video is short. Maximizing those videos assets and their lifetime value is a top priority. With the advent of new technologies such as Video Machine Learning, publishers can now increase their video’s lifetime value by intelligently generating more time on site. Identifying the best image to lead with (thumbnail) and recommending relevant videos drive higher lifetime value through user experience and discovery.

Reeses two great tasts put togehter Video Machine Learning Deep Learning Artificial IntelligenceThis combination of visual identification and recommendation is like the Reese’s of video. By linking technologies like artificial intelligence and real-time video analytics, we’re changing the video game through automated actionable intelligence.

Ryan Shane, our VP of Sales, describes the advantages of knowing what visual (video thumbnail) (context) produces the most engagement and what video business models benefit the most from video machine learning.

Hear from our CEO, Chase McMichael, who talks about the advanced use of machine learning and deep learning to improve video take rates by finding and recommending the right images consumers engage with the most.

Here are two examples of how video machine learning increases revenue on your existing video assets.

Yield Example #1: Pre-roll

If you run pre-roll on your video content, you likely fill it with a combination of direct sales and an RTB network. For this example, assume you have a 10% CTR, which translates to 1 million video plays each day. That means that you are showing 1,000,000 pre-roll ads each day. Now assume that you run KRAKEN on your videos, and engagement jumps to by 30% to a 12% CTR. That means that you will be showing 1,300,000 pre-roll ads each day. KRAKEN has effectively added an additional 300,000 pre-roll spots for you to fill! This is an example of increasing the video value on your existing consumers.

Yield Example #2: Premium Content

For our second example, assume you monetize with premium content. You have an advertising client who has given you a budget of $100,000 and expects their video to be shown 5 million times. With your current play rates, you determine it will take four days to achieve that KPI. Instead, you run KRAKEN on their premium content, and engagement jumps 2X. You will hit your client’s KPI in only two days. You now have freed up two days of premium content inventory that you can sell to another client! Maximizing your existing video consumers and increase CTR reduces the need to sell off network.

Below is a Side by Side example of Guardians Of the Galaxy Default Thumbnail vs. KRAKEN Rotation powered by Deep Learning. Boosting click rates generates more primary views. While leveraging known images that induce response is logical to insert into a video recommendation (Reese’s). The two together now drive primary and secondary video views.

As you can see from both examples, using KRAKEN actually increases lifetime value as well as advertising yield from your video assets. Displaying like base content sorted by Deep Learning and video analytics by category delivers greater relevance. Organizing video into context is key to increasing discovery. Harnessing artificial intelligence with image selection and recommendation brings together the best of both digital video intelligent worlds.

Bite into a Reese’s and see how you can increase your video lifetime value.  Request a demo and we’ll show you.

 

Top Video Platforms and Video Machine Learning at NAB 2016

Chase McMichael, NAB VIDEO Intro – Top Video Platforms and Video Machine Learning made a big splash at NAB 2016.

The event was all about digital video, video production, VR, drones and every other technology you could imagine. Think of NAB as the as the CEO of digital and video broadcasting. Everywhere you looked there was drone technology, robotics and even a full area dedicated to VR. The future of video publishing is bright for sure as new technology simplifies quality capture and distribution. We took the time to connect with some of our video platform partners at NAB. Our one-on-one interviews were with Ooyala, Brightcove, and Kaltura. Each video platform provided a comprehensive walkthrough of their latest development and demos.  What stood out the most was the big push in Over The Top (OTT) supporting broadcasters. Drone Plane Hybrid NAB 2016sm OTT was a big theme for many video platforms, and all show amazing on-demand video technology.  Everyone has seen Netflix and Hulu interfaces and are now becoming serious about OTT. Visuals are everything in OTT interfaces and using the power of intelligence is a key differentiation. Netflix identifies this fact in “Selecting the best artwork for videos through A/B testing”

The consumer has gone mobile in a big way, and digital video is taking on TV.  Consumers want access to on-demand video wherever they are and on their terms.  User experience was also a big draw, too. There is no question that lines have been drawn with rumblings of opening up the Set Top Box and unbundling the TV. Apple TV and Roku started to look like a yesteryear technology compared with the OTT interfaces and mobile native app interfaces being demoed. Brightcove released an OTT Flow and a very exciting interface for a video library and we got a first-hand view of a super slick mobile interface to digital video consumption. Kaltura also showed off what they did for Vodafone. The video platforms seem well positioned to service a TV Everywhere strategy and feed into the Apple TV and Roku devices.

Tom Morrissy sporting the laste in VR ware at NAB 2Another part of the demonstrations on each platform that we experienced was 360 video support. Each player had mouse controls whereas Ooyala demonstrated split screen view supporting Google Cardboard. There is an exciting future in VR content and all are waiting to see what’s going to come out from a content perspective. Beyond linear video, immersive storytelling has a great future and we hope that technology doesn’t encumber the adoption and create friction for the experience. The speed of video player loading, streaming efficiency and low buffer rates have always been major competitive advantages when video publishers evaluate platforms.

A big topic was the relatively new Apple standard HLSjs streaming protocol. DASH by Microsoft was also discussed at various booths. All players support HTML5 with a focus on migrating customers away from the old Adobe Flash technology. Every platform demonstrated to use of HLSjs/HTML5. Kaltura shows a real-time side-by-side with an impressive HTML5 player load speed of 50% improvement. Improving load time and streaming will continue to benefit the mobile web and autoplay world. Video is everywhere and customers are demanding more of it. All video publishing platforms had very well organized video management and publishing capabilities. The big takeaways are that the platforms are focused on simplification in publishing and handling a large volume of video with greater intelligence built-in. Obviously, this is important when serving video and creating a better video viewing experience. Here are the top 4 most mentioned attributions for all the platforms.

  1. Availability - percentage of times video playback starts successfully
  2. Start Up Time - time between the play button click and playback start
  3. Rebuffers - number of times and the duration of interruptions due to re-buffering
  4. Bitrate - average bits per second of video playback. The higher the bitrate, the better the experience

All of our conversation centered around using intelligence within thumbnail selection and the process of integration. KRAKEN video machine learning has a bright future with the onslaught of OTT platforms offering more video carousel and indexes as part of the central interface for video discovery.  Next up is video prediction (recommendation) and using data to make smarter decisions on what to watch next. There are some very positive results coming from companies like Iris.tv and JW Player. Look for our next post coming from Stream Media East. Catch more on our last podcast here “Thumbnails are part of a Video Marketing Strategy”