1. buto.tv
Industrial-strength web video
for every organisation
Will Grant | Technology Director
Steffan Aquarone | Business Development Director

2. Make Better Decisions
with Video Analytics
– transcript from online seminar 8/7/10 15:00
• We're going to be telling you about Buto's
analytics features, but what we're saying about
analytics should be relevant to you even if you
don't go down the Buto route.

3. • So you can see all the tabs across the top for the
different parts of the system.
• The statistics tab will show you all the reports
that the system generates.

4. • Down the left hand side are
some controls. These change
what you're looking at,
including the time period you
want to report on.
• You can also filter the data by
tags (each video can be
assigned any number of tags)
or filter to data so it doesn't
include views from your own
company using the IP
address filter.

5. The first tab shows you
how many views you've
had on a given day.
Remember we're a
pretty niche business
and this is our account
we‟re looking at.
• The key thing here is spotting trends in your traffic over
time to inform future content.
• The top-right button “Download XLS" means you can
download data from any report in a format that you can use
for Excel reporting

6. • Will's now clicked on „Views per video‟ which lets
you look at the number of views per piece of video
content. We'll come back to this in a moment. But
at its most basic level this is showing you how
many people have watched each video.

7. • On the left hand side, going down: the next button is
„Views per host site' which is showing which sites the
content has been viewed on (within the date range
selected). This is particularly relevant for those of you
trying to help your content spread.
• It lets you see where your content has been shared,
which pages are displaying your content and how many
people have watched your content from each source.

8. Next: in-player adverts. We
launched this about a month
ago, and all sorts of clients are
taking advantage of this. If you
joined us last time you'll have
heard about in-player adverts
which let you build your own
calls to action in your content.
• We did a very limited trial here: out of five impressions on
16th June, four people hid the ad, and one person clicked
through. Although our retail clients are seeing amazing
results with click through rates of between 5 and 7 % on
their in-player adverts. If your in-player ad is 'drop into
basket' that could mean a lot more sales conversions.

9. • Views per device: this is the kind of thing you'd expect
to see - showing you which devices people are using to
see your content.
• Social networks - pretty much the same thing as views
per host site, but it's showing you how and where your
content's being shared on social networks.
• Comments: shows you a breakdown of the comments
your video's received (if you've switched them on).
• Bandwidth: displays your bandwidth usage per video.

10. And now: geographic. A
pretty map! But you've also
got a download option.
Possibly less relevant to a
corporate video company,
but very relevant if you're
running international
websites or global
marketing campaigns.
• You can also drill down to local or city levels. We're not
trying to replicate Google Analytics here, but we're trying
to relate the same concept to the things that are
specifically relevant to video.

11. Back up to views per
video, and Will‟s clicked
on one of the videos in
the list: a short film we
made called “what is a
viral video”. We're now
just looking at stats for
that particular video.
• Every time someone watches a video, the player tells our
server at intervals throughout the video that they're still
watching. The key thing this graph then shows us is how
far through people have watched. This tells you, basically,
how interesting your content is.
http://blog.buto.tv/help/how-to-video-how-do-films-become-viral/

12. • So the reason we‟ve made these features is to help you
make better decisions.
• For a start, the views will give you some idea of how
many engagements you‟ve had. At the most basic level,
measuring the cost per engagement is a useful metric.
• But it‟ll also help influence your spend and strategy
elsewhere: by showing which websites people are
sharing and watching your content on your target market
is able to identify itself!
• This might influence where you carry out re-enforcing
PR, which websites to place advertising on, or which
social networks you invest time in.

13. • Analysing in-video ads lets you see which in-video ads
are working best, and whether people are interested in
buying straight away or want more information. It can
help you remove distracting ads, improve well-
performing ads, and can inform and influence your
journey mapping throughout your site.
• Sometimes it‟s hard showing customers the duration
monitoring stats, when they realise people are only
watching 20% of their super expensive new corporate
video. But it‟s essential insight if you‟re going to know
whether your call to action is being seen, or whether you
need to shorten your content, move bits around in it, or
take out that shot that causes everyone to drop out.

14. • Overall: we‟ve put these features in to help you find out
whether your video is working for you and if so, how
hard? What is the improvement on click-through-rate?
What is the uplift in sales? Is it achieving the desired
cost-per-engagement? Was it worth the investment?
• Thanks for reading – remember you can find out more
about Buto, open a trial account, log a support ticket
(one hour response time within business hours) or just
get in touch for a chat:
• Via our website: www.buto.tv
• By phone on 0121 224 8265
• By email on info@buto.tv