Ooyala has launched a new video/steaming analytic tool for its service technology called “Backlot Analytics” (not so hot on that name myself, surely they could have thought of something better). Although I’ve only watched the tech demo video, it does seem to do some nifty things.
While the web analytics arena is now quite mature and very crowded – with a host of competing services and applications – video analytics is something that’s still largely untapped. Ooyala (oh god when will startups start coming up with slightly better names) does some cool things like monitor total time watched, how often the video is paused, played, rewound and so on. Basically a nifty way to track the viewing habits of online video watchers. For those interested in the marketing/ad potential of online videos (such as myself), a great feature is the ability to record metrics and then based upon that, shift around advertisements embedded in the videos to achieve maximum impact.
Certainly an interesting technology and one that will only be more and more in demand as the ever increasing masses of broadband users turn towards the PC, rather than the TV, to satisfy their video requirements.
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