Introducing ZoomTilt Analytics

Today, we’re pleased to announce the beta release of ZoomTilt Analytics – a self-service software tool for A/B testing videos to help users identify and optimize their top-performing video content. The goal of ZoomTilt Analytics is to help businesses and video creators:

  1. Make better, more audience-targeted videos by compiling feedback and data from real, relevant viewers;
  2. Make smarter decisions about what videos to create, how to edit them and how to release them; and
  3. Increase video marketing return on investment.

The trial version of ZoomTilt Analytics, which allows experimenters to easily set up and run video A/B tests from YouTube, is now available as a free service on ZoomTilt.com. In addition, our ZoomTilt Analytics Premium service now gives brands, agencies and media companies the ability to create and customize video A/B tests around specific target audience profiles and marketing metrics.

We’re very excited to share ZoomTilt Analytics with you, we have plans to introduce lots of new features and capabilities, and we welcome any feedback or questions you’d like to share with us. Interested in learning more about the benefits of ZoomTilt Analytics Premium for your business? Contact us today to get started.

Check out the video below for a demo of ZoomTilt Analytics in action:

5 Lessons on the Future of Video from Mary Meeker

Kleiner Perkins Caufield & Byer’s rockstar, internet-trend-watching analyst Mary Meeker has just released the 2013 edition of her annual internet trends report at the Wall Street Journal’s D11: All Things Digital Conference.

And while Meeker focuses the bulk of the report’s attention on sound, mobile and wearable tech, the 2013 Internet Trends Report also gives a big nod to the importance and evolving presence of video in the digital landscape. So without further adieu, here are 5 key lessons on the future of video courtesy of Mary Meeker (with some analytical interpretation via ZoomTilt).

Lesson #1: Mobile isn’t just a “second screen”

We are moving beyond an era where your smart phone is just the thing you use to Tweet during TV commercial breaks. The majority of mobile device use occurs somewhat counter-intuitively within people’s homes, the average phone user checks social media on their phone nine times per day, and mobile as a share of total internet traffic is showing exponential (not linear) growth.

Mobile Internet Growth

Lesson for the video community: If you work with digital video content, expect your content to be consumed (and hopefully shared) via mobile. Whether it’s a Twitter Vine or longer-form content, mobile is not just a second screen – in many cases it is a primary screen, so make sure (1) your content is discoverable on mobile and (2) anticipate the viewing experience on a small screen (potentially with poor audio and a time-constrained viewer). See also ReelSEO’s great article on 5 ways to optimize your video for mobile viewing.

Lesson #2: YouTube is a social network (and a big one, at that)

In addition to being a subsegment of the world’s largest search engine, YouTube is also the world’s second largest social network. YouTube is also demonstrating user growth at rates much higher than Facebook, Twitter, LinkedIn or Google+.

YouTube is a social network

Lesson for the video community: try actually being social both within and outside of YouTube. On YouTube: be active in the comments feed, comment on other videos you like and response to comments and messages about your own videos. Outside of YouTube: network and collaborate with other creators to formulate great original content, help get your work more exposure and get better economies of scale with audience-building.

Lesson #3: Short-form video is exploding in popularity

In large part thanks to the momentum of Twitter’s Vine, Meeker points out that short-form video creation and consumption is growing rapidly:

Twitter Vine

However, short-form video presents both a tremendous opportunity and a tremendous challenge. Because of the format, successful Vines must be immediately and impressively visual, and the medium makes telling a story, developing characters or provoking audience emotional engagement highly challenging. Unsurprisingly, the vast majority of vines get very low engagement, with few views and even fewer retweets. By comparison, the Vine’s that break through and achieve a degree of viral lift typically showcase highly clever, thoughtful cinematography optimized for the animated GIF-like repetitive format.

Lesson for the video community: despite what your agent or agency might tell you, Vine isn’t the holy grain for your branding, social media or content creation needs: it is a tool, and one that must be used wisely. Think your audience really wants to watch your Vine? No, your audience would rather sit down and watch a full-length episode of Mad Men with riveting plot development, so if you’re going to start cranking out Vines do your best to get creative with it and experiment.

Lesson #4: America does not equal the internet

One of the most awesome lessons from Meeker’s presentation is just how international the internet has become. Compared to America’s 244 million internet users (at a population penetration of 78%), India already has 137 million internet users at a population penetration of only 11%. Meanwhile, China boasts 564 million internet subscribers, while Brazil is coming on strong with 88 million web-connected people. Also, interestingly according to Meeker, we don’t share as much content on the internet as other cultures:

US social media sharing

Lesson for the video community: Think about an international audience when you’re creating and distributing digital video and look into things like foreign language programming or captioning on your YouTube content, both areas where Machinima typically does a great job.

Lesson #5: Content is becoming more democratic (and, thereby, more competitive) than ever before

Wondering why nobody’s watching your videos? Well, it might be because of this, but it probably also has something to do with the fact that 100 hours per minute of video are uploaded to YouTube every single minute. Talk about a flood of content that’s showing no sign of slowing down.

Damn Thats a Lot of Video

Lesson for the video community: be really deliberate about the content you create a give people a compelling reason to watch it. The best type of content to achieve this is video that creates value for the viewer – ideally a combination of emotional value (e.g., funny, exciting, shocking) and relevant information value.

Learn anything else from Mary Meeker’s presentation? Agreed or disagreed with anything we wrote above? Feel free to drop us a line in the comments below or give a Twitter shoutout to @ZoomTilt.

Solving the Equation of a Hit Film Script with Big Data

Vinny Bruzzese charges up to $20,000 to analyze and make recommendations on Hollywood scripts. He is also catching hate in the comment section of NYTimes.com, mostly from people who didn’t seem to read the entire article about his script evaluation company.

The tone of online commenters seems to suggest they think Mr. Bruzzese is taking the proverbial “room of monkeys writing Shakespeare on typewriters”, and distilling that into script writing software.

Wrong.

With Mr. Bruzzese’s methods, computers write exactly 0% of scripts. His business is highly consultative and contextual while adding years of compiled audience research into consideration. All this to save studios money at the most critical juncture, before it is spent.

Nothing uncreative about that.

Nonetheless, many leading indicators are pointing to the fact that video creative – whether it’s a movie, TV pilot, advertisement or video blog – will be shaped more and more by “big data” in the future. In contrast to Netflix’s shotgun approach, Amazon Studios has begun split-testing new TV pilots by promoting and distributing them freely on the web in order to gather audience reviews and viewer data, while over here at ZoomTilt we’re bring video creators the first self-service software tool to A/B test videos. But, in both cases, rather than using data to take away from the creative magic of screenwriters, directors and filmmakers, the goal is to make production more merit-driven based on true information, not somebody’s opinion or connections.

Welcoming to the new era of data-driven video – we happen to be pretty optimistic about it.

Solving the Equation of a Hit Film Script with Data.

An Exclusive Preview of ZoomTilt’s Upcoming Video Testing Analytics App

Video

We are proud to show you the first video demonstration of our video testing analytics app! Now you can know exactly what your audience thinks of your videos.

To learn how to get early access when the software goes live, drop us a line here: http://www.zoomtilt.com/analytics

Can You Predict a Viral Marketing Video?

Volkswagen Star Wars Super Bowl Advertisement

As a first order of business, the thunder-stealing, lead-in answer is still “probably not.” That said, this week we’re pleased to announce the launch of a new video analytics tool for ad agencies and video content marketers that brings this predictive digital marketing dream one step closer.

Video Analytics Screenshot

Our solution is a first-of-its-kind tool capable of performing targeted, simultaneous algorithm and audience-based testing of a single video, multiple videos or even multiple edits of the same branded content spot. By enabling digital advertisers, video marketers and content creators to specify audience goals such as age, gender, income level, zip-code and/or video “share rate,” then quickly test their videos against those goals and audience profile, our scoring tool brings scalable marketing automation, big data analytics and a rapid-prototyping feedback loop to video production, video audience measurement and video performance forecasting. Beneficial ways to use our new video analytics tool include:

  • A/B testing different video concepts or video edits to determine which performs best for a given campaign/activation goal or audience profile.
  • Test and compare your videos against public videos from competitors on key metrics like audience retention and viewer click-through rate (CTR).
  • Pre-release testing one or multiple pre-roll or TV ad spots earlier to proactively reduce the risk of negative brand exposure, campaign under-performance, mis-targeting and/or distribution over-spend.
  • Evaluating branded entertainment and web series pilots with richer tools, deeper insights and a faster feedback loop (so you don’t have to play the Netflix game and order seasons up front at $4.5 million an episode).

Best of all, by connecting your YouTube or Wistia video hosting account (plus more hosting platforms on the way), users will also be able to compare and back-test predicted video virality versus actual, real-world earned media rates, social media mentions and referral shares, and easily generate reports.

The tool is currently in private beta, with a broader, public release planned in May. To apply for early access, contact ZoomTilt via email or visit our video analytics signup page .