Omniture Launches Viral Video Measurement


Analytics giant Omniture (s OMTR) is adding a video measurement dashboard to its SiteCatalyst analytics service. The move brings Omniture into competition with homegrown video measurement companies like TubeMogul, Visible Measures and GlanceGuide. Omniture’s new video feature will aggregate data from views, ratings, and number and sentiment of comments for videos that have been syndicated across multiple sites.

Omniture has a few big advantages in the viral video measurement space, though it suffers on a feature-by-feature comparison to those who focus on video.

  • Its video product is a free add-on to a product that a lot of people already pay for.
  • Its massive and significant existing customer base. For instance, its named trial customer is Warner Bros.
  • Perhaps most importantly, integration with measurement of things like site activity and customer conversion — the kind of soft impacts that viral video can have.

Omniture gets data through APIs and spiders, but it doesn’t do the kind of hands-on data gathering Visible Measures does to monitor videos as they spread. Unofficial uploads are a fairly important aspect of viral distribution, so that could be a significant limitation. Omniture also doesn’t get involved in syndication, which leaves that part of the lifecycle open to providers like TubeMogul.

The company is targeting both publishers and advertisers. Customers can create watchlists and alerts to monitor keywords they are interested in.


Jeff Jordan

I might not have been clear enough in my comments. What I was saying is that Omniture DOES have the ability to measure unofficial uploads (mashups and the like) with this tool — it’s one of its core functionalities. The tool can actually alert the user when a mashup or TV capture occurs. It’s flexible enough to capture both the users’ video, and any other kind of derivative content on video sharing sites.

So, measuring unofficial uploads and TV capture is not a limitation for the product. It’s one of it’s core functions.

Liz Gannes

OK, thanks Jeff! I’m interested to hear more about the techniques people use to find derivative content. I know you mentioned keywords/metadata — what else do you use?

Liz Gannes

OK, thanks Jeff! I’m interested to hear more about the techniques people use to find derivative content. I know you mentioned keywords/metadata — what else do you use?

Travis Crumps

This is great! Competition is needed in this space. Something interesting to see would be Omniture teaming up with or acquiring HeySpread/HeyWatch to provide heat in the syndication market.

Igor Beuker

Hello Guys,

Great that all feel that online video is the big trend and will stay the big trend for many years.

We do miss an in the article though: ViralTracker. It’s in the market since 2004, was acquired by WPP and is doing over 100 campaigns per year already.

If I compare the USP’s of all product, you might have missed one of the first movers?

Liz did you take a look at Might be a few years ahead of the companies you mentioned?



Liz Gannes

Thanks Igor. I’ll give them a call. Embedding tracking tags into the videos is a different approach.

I also got an email from the folks at HeyWatch who also work in this category.

Jeff Jordan

One more thing (apologies for taking up the comments): You’re right about the importance of unofficial downloads. The Omniture viral video feature alerts the user when new videos that are relevant to their company are added. So, when someone mashes up their video into another video, comments on their brand in a vlog, or simply copies their their content, the tool alerts the user and they can add the video to those they are monitoring.

I hope that makes sense. Feel free to email me if it doesn’t: jjordan at omniture dot com.

Liz Gannes

Thanks Jeff. When I mentioned “unofficial uploads” I was referring to TV captures and mashups and things like that.

Jeff Jordan

Thanks for the great article, Liz. As a long time reader of NewTeeVee, I’m stoked to see that this product launch has caught your attention.

One correction: Omniture does, in fact, have the ability to measure the viral spread of videos that are embedded on blogs and elsewhere. For instance, if someone took a NewTeeVee-produced video and embedded it on their blog, Omniture could tell you where the video is being play from, how many times it was watched, how long people stayed engaged with the content, what they did on your site after they watched it … you name it.

The measurement of viral spread of videos is something Omniture demo’d at the ’08 Omniture Summit.

Hope that helps! Thanks again for the article.

Jeff Jordan
Product Manager – Video
Twitter: @jeffjordan

Eric Fontaine

Hi Liz,

Very smart and nice article –

But, One More Time (as for HeyWatch with the online transcoding
platform…), you miss, HeySpread, our Online Video Mass-Distribution
and Video Measurement Web Service –

I definitely don’t understand why you never consider us as strong
competitors… It is really ashamed…

Maybe you have something against us? In this case, I will be pleased
to discuss the point with you.

I guess that a smart article with both HeySpread and HeyWatch will be
a smart and very nice move.

Please, let me know.

Thanks in advance.


Eric Fontaine.
VP Business.

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