网络视频广告的2秒法则

据UMass Amherst的一位计算机科学教授研究,如果视频启动耗时2秒钟,那么用户便会放弃。每延迟1秒,放弃观看该视频的用户便会增加5.8%。至于一周内重访该网站的可能性,那些有观看失败体验的用户要比那些没有此种体验的降低2.32%。因此,公司必须投入硬件建设以支持视频平台。

【文章全文】Online viewers start leaving if video doesn’t play in 2 seconds, says study

Better connection speeds and more content means media companies are turning to video as an important revenue source. But to succeed, they must reach viewers fast. Here are some facts and graphics from a new study that shows how long viewers will wait.

As revenues decline for traditional forms of online advertising, video is emerging as a bright spot for many media companies. It offers an opportunity for long engagement and hefty ad rates — but also a challenge to make it work.

A new study reports that faster internet connections have made viewers more impatient, and that people begin abandoning videos if they don’t load within two seconds. Every second of additional delay results in approximately 6 percent more viewers jumping ship. This chart shows how about 20 percent of viewers are gone after five seconds but that viewers are slightly more patient for long-length videos:

The research comes by way of Ramesh Sitaraman, a computer science professor at UMass Amherst, who studied data representing 23 million video views from 6.7 million unique visitors. The study offers new metrics for streaming views to complement existing studies that describe the “four second rule” — the amount of time people will wait for a webpage to download. It also shows that people will abandon a video faster based on their type of connection (note how people are more patient with mobile) :

The study, which you can read for yourself here (PDF), contains no startling surprises — most of probably suspected that people give up on watching videos that don’t load. But it does provide useful empirical evidence for companies who must decide how to invest architecture to support their video platforms.

Akamai, a content delivery network that helps sites speed up delivery, provided data and research space for the study but did not influence its findings, according to a spokesperson.

ABSTRACT

The distribution of videos over the Internet is drastically transforming how media is consumed and monetized. Content providers, such as media outlets and video subscription services, would like to ensure that their videos do not fail, startup quickly, and play without interruptions. In return for their investment in video stream quality, content providers expect less viewer abandonment, more viewer engagement, and a greater fraction of repeat viewers, resulting in greater revenues. The key question for a content provider or a CDN is whether and to what extent changes in video quality can cause changes in viewer behavior. Our work is the first to establish a causal relationship between video quality and viewer behavior, taking a step beyond purely correlational studies. To establish causality, we use Quasi- Experimental Designs, a novel technique adapted from the medical and social sciences.

We study the impact of video stream quality on viewer behavior in a scientific data-driven manner by using extensive traces from Akamai’s streaming network that include 23 million views from 6.7 million unique viewers. We show that viewers start to abandon a video if it takes more than 2 seconds to start up, with each incremental delay of 1 second resulting in a 5.8% increase in the abandonment rate. Further, we show that a moderate amount of interruptions can decrease the average play time of a viewer by a significant amount. A viewer who experiences a rebuffer delay equal to 1% of the video duration plays 5% less of the video in comparison to a similar viewer who experienced no rebuffering. Finally, we show that a viewer who experienced failure is 2.32% less likely to revisit the same site within a week than a similar viewer who did not experience a failure.

【文章作者】Jeff John Roberts

【文章来源】gigaom

【文章链接】http://gigaom.com/2012/11/09/online-viewers-start-leaving-if-video-doesnt-play-in-2-seconds-says-study/


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