Marketers Gain New Analytics Tools for Video

As video becomes an incrementally more vital component of all aspects of mobile marketing and advertising, Vidyard – the video marketing platform for business – is behind quite a helpful development for marketers.

On Monday, the firm announced its integration with all-in-one inbound marketing software firm HubSpot. Together, the parties will power the first-ever video analytics platform in the HubSpot marketplace.

The HubSpot integration comes just weeks after Vidyard launched its integration with Eloqua in late 2012.

The Vidyard platform offers HubSpot customers two valuable applications – Video Mapping and Heat Mapping – enabling marketers to access individual viewing data directly within their HubSpot contact records. The analytics will empower HubSpot marketers to refine the placement and engagement of video content, thereby improving conversions and ROI.

If you’re wondering what kind of analytics capabilities the partnership will bestow upon marketers, here’s what we can tell you:

  • Number of video players watched
  • Total time watching the video content
  • The most recently watched video
  • How long each viewer watches a video
  • What content was skipped
  • Which sections of the video were watched more than once

“Vidyard’s platform is groundbreaking for our customers who use video as part of their marketing campaigns. Until now, video as an effective lead-gen tool has been a guessing game, despite the explosion of video content on the Web,” says Arjun Moorthy, HubSpot VP of Business Development and Partner Products.