Video Engagement

By measuring how every viewer interacts with each video, Visible Measures creates precise calculations of video engagement. In collaboration with our video publishing partners, we capture every event that occurs within an Internet video player – each play, pause, rewind, fast-forward, share, embed, and more. In aggregate, these interactions can be combined into a video's engagement curve, which illustrates how the audience is connecting with a given video. Using our Video Metrics Engine, we've analyzed thousands of individual video engagement curves and have discovered recurring viral video phenomena that help to tell the story of audience interaction with an online video.

Video Engagement: Illustrated

The Video Engagement Curve: Explained

A video's Engagement Curve is a visual representation of the audience's cumulative interactions with the video. An Engagement Curve quickly reveals which parts of the video clip the audience finds compelling -- in the example above, viewers are clearly rewinding to re-watch a segment in the middle -- and which parts do not hold the viewers' attenion -- in this case, the end. An Engagement Curve is read from left-to-right, with the left edge representing the beginning of the video and the right edge representing the end of the video. The dashed grey line shows the view-count, while the blue line shows many times that particular segment of the video was watched

Initial Attention

Initial attention measures the percentage of viewer drop-off at the very beginning of a video. Initial attention is important to measure because it can reveal 'problem' videos that might attract many views but do not hold viewer attention effectively. Virtually all online videos exhibit some degree of drop-off in the first few seconds of the video

Average Attention

Average attention measures the average rate at which viewers abandon a video. Few online videos maintain 100% of their audience for the duration of the video, but different videos will vary widely in capturing and maintaining viewers' attention. Average attention allows you to compare different videos in your content portfolio based on their tendency to keep or shed viewers once they have started watching.

Captivation

A video's captivation score reveals any 'hotspots' in the video where viewers are frequently rewinding to re-watch specific segments. Videos with high captivation scores cause intense audience interaction with the clip and indicate particularly compelling content. By measuring captivation, video publishers can quickly identify high-potential clips and merchandise them accordingly.

The Importance of Video Engagement

Online audiences consume digital video actively, showing video publishers which videos are engaging by 'voting with their mouse.' Forward-thinking online video publishers are growing their audiences by measuring Video Engagement and then identifying and promoting their high-performance content. Leading digital video advertisers rely on Video Engagement measurements to understand whether or not their brand messages are actually being delivered to their target audiences. To gain a deeper understanding of how your Internet video content is connecting with your viewers, please contact our client team.