Ooyala integrates Facebook data into real-time online video analytics

Editor ©RapidTVNews | 14-10-2011

As Facebook becomes an increasing vital channel for content owners, online video technology firm Ooyala has launched a customisation and video performance tracking tool .
The launch is Ooyala’s first since receiving strategic investment from Motorola Mobility and introducing Social TV for Facebook.

The new Custom Analytics with Business Dimension Reporting solution is claimed to offer a business intelligence solution for online video, allowing content owners and publishers to discover audience-driven segmentations that matter the most to their business. They can use Facebook Connect to track detailed demographic and psychographic statistics like age, gender, hometowns and interests to create more targeted and relevant video viewing experiences for their users. Data is collected based on tags, rather than information associated with individuals, thus protecting individuals’ privacy.

Explaining how his company may use the technology David Nemetz, founder and VP of video and business development, Bleacher Report said, “By tracking video consumption as a function of time of day and simultaneously leveraging Facebook data, we can more accurately target our production to the peaks of the sports news cycle. This not only helps us achieve higher returns for our advertisers, it builds viewer loyalty as visitors get the most relevant video content when they want it."

Added David Grant, president of PopSugar Studios and TV, the video unit of the pop culture media empire,“More detailed data about viewing trends and user preferences will help us give our viewers what they want most, when they want it. Tracking demand by time of day and integrating with Facebook will give us greater insight into our audience. These are all pieces of the puzzle that will help us continue to grow and achieve even higher returns on investment for our advertisers."

“Online, panel data is dead. In a connected world, it’s all about real data that is produced in real-time,” remarked Bismarck Lepe, president of products and co-founder, Ooyala. “The future of targeted video campaigns will revolve around making analytics much more actionable and personalised. Our Custom Analytics offering and Facebook integration marks the beginning of this evolution.”