Ooyala Digs Deeper Into Facebook Video Analytics

Ooyala is taking aim at
videos on Facebook again, but from the analysis side this time, announcing the release of Custom Analytics with Business Dimension Reporting.

The platform allows video publishers to log in via Facebook Connect and track exactly who is watching their content, down to demographics including age, gender, hometown, and interests.

Ooyala’s President of Products and Co-Founder Bismarck Lepe the company’s entire product line modular, allowing for simple customization.

He said providers of video content on Facebook can “segment their audience based on demographics and behavioral graphics tracked via Facebook Connect,” adding that the platform examines viewing behavior for individual videos, even going as far to separate those that appear “above the fold” on a website versus those that lie “below the fold.”

Using Facebook Connect enables Ooyala to drill down further than ever before into data including viewers’ educational background, hometown, political affiliations, interests, and brand preferences.

On the Facebook user side, the platform protects privacy by collecting data based on tags, and not on individuals.

Also on the privacy front, but for publishers of videos, Ooyala does not store any of their login information or profile data.

Lepe said that by using the real-time analytics-processing engine built into Custom Analytics with Business Dimension Reporting, managers of video content can visualize data within the Ooyala interface, as well as accessing it via application-programming interfaces, giving them the ability to create their own reports, which can be highly customized.

“We are turning our analytics-processing engine into more of a data-processing tool, providing segmentation data that drive business decisions,” he added. “Facebook Connect is really going to change the way publishers think about video delivery. Now they no longer have to rely on Nielsen metrics.”

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