Last week, Adobe Systems, maker of the ubiquitous Flash platform underlying most web video, announced the acquisition of Omniture for $1.8 billion. While Omniture’s core business is web analytics (measuring how visitors interact with your website), one of the most emphasized aspects of the acquisition was Omniture’s video analytics platform. Adobe CEO Shantanu Narayen stated about the acquisition:

“Chief digital officers want to understand which video content is performing the best.”

Adobe gets it, and so should you

With their acquisition of Omniture, Adobe is acknowledging the connection between creative content and analytics. Analytics allow us to iterate and improve on our creative by using real numbers as a guideline for success. A complete strategy for online video should contain a plan for measuring the performance.

How can I get started measuring video performance?

Okay, so you don’t have the marketing budget of Toyota or Oracle (both Omniture customers), what are your options? Fortunately, there are some excellent options that are probably within your budget. Below are three companies that offer video analytics for small and medium business, all you need to do is choose what you want to do!

I have video on my website and want to measure it – Our company, Wistia provides a video marketing and sales application that allows you to upload your existing video and then measure its performance when embedded on your marketing website. Wistia’s video heatmaps show both whole audience and individual viewing behavior down to the second. These detailed metrics allow you to optimize your content and improve visitor conversion.

I want to measure my viral video on various video sharing sitesTubeMogul helps you distribute your viral video to video sharing sites (such as YouTube,, and Metacafe) and then measure how the audience views the content. If your video strategy involves syndicating video content to many different sites, TubeMogul’s InPlay metrics can definitely help you get a handle on how your content is performing across different channels.

I want someone to help me make video and then measure it – If you are looking for a company that both helps you create video content and then measure it, check out EyeView Digital. EyeView’s solution focuses on the Create, Engage, Convert process. They help you script and storyboard your message and then actually produce the video. Once the video is created, their tools help you measure audience engagement and conversion.

With the acquisition of Omniture, Adobe has done its due diligence on video analytics and put its money where its mouth is (to the tune of $1.8 billion). You can start benefiting from all of Adobe’s research today by implementing video analytics to help you optimize your video and improve website conversions.

About our guest author:

christopher-savageChris Savage is the co-founder and CEO of Wistia, a video marketing and sales application, founded in 2006. Previously, Chris worked as a producer and editor in independent film bringing the Emmy award winning documentary “Buddy” to theaters. Chris can be contacted at csavage AT wistia DOT com or on twitter at @csavage.