Ooyala Debuts Ooyala IQ, Revised Analytics Tool to Drive Revenue

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Just ahead of NAB, online video platform Ooyala has announced the launch of a revamped analytics platform, now called Ooyala IQ. The platform was built with the idea that viewers are watching on a wide variety of devices, and publishers need granular real-time data to make the most of revenue opportunities.

With Ooyala IQ, publishers can filter viewer data by device, operating system, player, geography, and more, getting an instant view on each area. Predictive insights point out ideas for optimizing ads, content, and distribution.

By offering granular data, publishers can deliver more specific audience information to advertisers. That advanced targeting leads to higher CPMs. Publishers can also make stronger editorial decisions by better understanding how and when content is being viewed.

The platform offers granular tracking that drills down to individual players. Tracking is useful when A/B testing, Ooyala notes, letting publishers test different versions of content or ads across a range of players. Publishers could test ad frequency to measure impact on engagement, for example, or study the results of content recommendations.

“Ooyala’s IQ will expand the publisher and broadcaster toolkit for video monetization and programming," asserts Michelle Abraham, analyst for SNL Kagan. "As TV continues to move online, understanding the multidimensional nuances of how audiences are engaging with video will enable content providers to better invest, program, and build more contextualized, personal experiences.”

Ooyala IQ will be in a closed beta for the next 30 days, only be available to select customers that include Sky Sports, Media Prima, Fairfax Media, and Telegraph Media Group. Ooyala will show the platform at its booth during next week's NAB conference in Las Vegas, Nevada.

The Ooyala IQ interface

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