Business Issues -> Innovation
Released: 22nd October 2013
Publisher: Ascendant Communications
Akamai Technologies, Inc. (NASDAQ: AKAM), the leading provider of cloud services for delivering, optimising and securing online content and business applications, today announced the publication of a new scientific study that leveraged data from hundreds of millions of online videos and advertisements measured using the Akamai Sola Analytics media measurement and analysis product. The research paper, “Understanding the Effectiveness of Video Ads: A Measurement Study,” co-authored by S. S. Krishnan and R.K. Sitaraman, will be presented at the ACM Internet Measurement Conference (IMC) in Barcelona on Thursday, October 24, 2013.
The study analysed in aggregate 367 million videos and 257 million ads from over 3,000 publishers that were viewed by 65 million unique users worldwide. Among the key findings:
“This study is unique in that it goes above and beyond tracking and comparing completion rates, and rather takes an in-depth look at when viewers complete watching video ads and when they abandon them,” said Dr. Ramesh K. Sitaraman, Akamai Fellow and computer science professor at UMass-Amherst, who led the study. “By using novel scientific techniques for extracting knowledge from huge amounts of anonymised viewer data, we are able to gain a deeper understanding of video ads that are key to the monetization economics of online videos.”
To access the full research study, visit Understanding the Effectiveness of Video Ads: A Measurement Study. To learn more about applying analytics to video, download the white paper, The Power of Media Analytics: Data Driven Insights for Boosting Audience Engagement.
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Published by: electronicdawn Ltd.