Maxime Auburtin, who is responsible for video content and distribution at Condé Nast France, said his publications use Pulpix to gauge user interaction with editorial and branded video content – and to determine the frequency at which the publisher distributes these videos.
“Our next challenge is how we produce content and monetize it better, because video content is really expensive,” Auburtin said. “Right now, across YouTube, Facebook, Instagram and our own websites, the first metric we look at is video views to see how people consume content. We’re not doing this now, but eventually [we’ll get to] time spent and [average] watch times.”
These tags help Pulpix report the average completion rate of each video and which videos are trending, and can be used to determine whether ad-supported or non-ad-supported videos get more engagement.
Pulpix claims its platform goes way beyond the basic analytics that come with many video players, because publishers can track average article completion rates based on a user’s scrolls and can run control tests for articles with or without videos. Pulpix also can integrate with a publisher’s CRM or DMP, Otmani said.
The company also offers a “multitask” unit, which lets a consumer render a video overlay without obstructing an article’s view.
And the overlay itself has interactive elements, so a consumer can pull up a recommended article or share the video to social media without waiting for the video to end.
Eventually, Otmani envisions pushing beyond online video into over-the-top environments or mobile apps. But that will come later.
“Right now want to focus our efforts on the vertical of online publishers and news publishers,” he said.