Metrics are an issue for online and video content just as they are for traditional TV content, said panelists during Monday’s session, “The Power of YouTube: Unlocking the Power of Programming, Premium Content and Advertising” at Digital Hollywood in Los Angeles.

The panel discussed YouTube content, marketing and drawing eyeballs to the screen, as well as the importance of simply having a brand on the platform.

According to Michelle Sullivan, VP of digital, kids and family at National Geographic, “For us, there’s value in just being on that platform and marketing our brand and our message. We have books, magazines—there’s value in people tuning into the channel.”

Beyond getting people to hit play, the panelists agreed that the metrics available to YouTube and other video platforms allow for very specific metrics and analytics that can be helpful when it comes to crafting content.

Still, even seasoned digital media creators wonder: “Are we looking at the right metrics?” asked Alex Jacobs, VP of social at Digitas. “I think we’re all looking at metrics that aren’t necessarily the right ones.”

Content creators can see where people skip spots, go back to specific scenes or where they drop off completely—all of which can have a definite impact on the creative process, but might not be as helpful to the marketer. He added that YouTube analytics can also let digital companies begin to see trends – are the videos too long? Are people dropping off at one minute? Can people even get to the end to see the other videos offered?

Similar to those at TV brands, YouTube content creators worry if those analytics are the whole picture. Mirroring the thoughts of several TV marketers, YouTube content promoters are looking at intense metrics that might not tell them which videos are creating loyal fans or creating engagement among viewers.

Jacobs pointed out that he wants to look at the metrics that “drive business results”—not just create simple exposure.

Sullivan said that while looking at the numbers, she and the team at National Geographic try to focus on end game and how the brand’s YouTube properties affect the larger aim – for her, that’s creating lifetime learners who repeatedly return to the Nat Geo brand.

Tags:


  Save as PDF