After my in-depth overview on YouTube video analytics, hopefully most of you understand that YouTube isn’t the be all, end all of video on the Internet. In fact, as much time as I usually spend finding video that would make my mom blush on YouTube, I’ve found that I’m spending more time at other places, like Vimeo, Revver, and Break.com.

Nothing is inherently wrong with YouTube. There are just different audiences for different outlets. Spend less than a minute on Vimeo and tell me you aren’t dealing with a completely different group of publishers and viewers.

Don’t Put All Your Eggs in One Basket

Let’s look at a real life example.. I’ll call this TubeMogul vs …

The latest M.I.A. video “Born Free” was banned by YouTube “ostensibly for its graphic content.” If you search hard enough you’ll probably still find it there (while their censors play a round of  Whac-A-Mole), but what is most interesting is that its artistic nature seems much more suited for a site like Vimeo and indeed the original upload/comments to that platform remain.

Furthermore? It’s received more than 2.4 million views there due in part to it’s prominent ranking in key Google SERPs

Clear enough, right? You wouldn’t want to only rank in Google, but not Yahoo, Bing, AOL, or Ask. You’d be throwing away 30 to 40 percent of your audience!

Is that what you want to do? Of course not.

Same rules apply when dealing with online video. It’s not just the lone destination that you’ve uploaded your video to — it’s all the different places that could showcase your video to multiple audiences.

Clients have told me numerous times that they’ve put up their videos on YouTube, and that’s that. But what if you went so far as to not only upload to YouTube, but also a ton of other destination sites?

TubeMogul offers a single upload, which is then broadcast to a chosen array of video sites that you have an account with. One upload, multiple video site destinations. If you haven’t yet, test drive one of their free accounts.

Basic Video Analytics

Something that you should be mindful of as you disseminate your videos across the web is how you will track those videos. While logging into multiple accounts is feasible, it’s also tedious, time consuming, and the metrics between one publisher and another are often handled quite differently, making uniformity for reporting difficult. Luckily, TubeMogul has a variety of options available with its basic and advanced analytics packages that this tutorial covers.

The standard free online video analytics gives you quick, exportable data at a glance to see your performance across all the channels that you’ve uploaded to.

You can then drill down by any publisher to see what videos are being measured and then drill into each video to see a variety of metrics across time.

By focusing on the key metrics that are uniform across publishers, TubeMogul makes reporting and understanding your online video reach quick and painless.

But Wait, There’s More!

You want something a bit more in-depth? How about a lot more in-depth? Well, In-Play, TubeMogul’s advanced analytics has you covered.

InPlay unlocks a bevy of in-depth detail across publishers, including:

• Viewed time and attention span.
• Quality of your video streams from the visitor’s POV.
• Embedding details.
• Geolocation.
• Advertising effectiveness.

With these online video analytics at your fingertips, you can quickly and easily measure the success of your campaigns. The days of just uploading to YouTube and seeing how many stars you got are now things of the past.

Original Picture “adtech london” from channelship on Flickr