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BizReport : Advertising archives : October 03, 2008

Are your video ads hot or not?

To find the most popular part of a book you simply let it fall open and it will part on the most-read page. But what can you do to discover which part of your online video or video ad is being watched again and again? By using the new YouTube Insight service, Hot Spots.

by Helen Leggatt

If you are using YouTube Insight to monitor where, when and why your online videos are popular, you will now also be able to determine second-by-second audience figures using Hot Spots.

"Hot Spots plays a video alongside a graph that maps whether the audience is lower or higher than average for a particular length of video," writes Abbey Klaassen in Advertising Age.

"When the graph goes up, the video is 'hot,' and more viewers are watching - because there's either less attrition or some viewers are fast-forwarding or rewinding to isolate a particular point in the video. When the graph goes down, the video is 'cold' because viewers are leaving the video or skipping to another part of the content."

One advantage for marketers is the ability to test their ad creative using Hot Spots, which is being described as a huge focus group.

Tags: audience, focus group, Hot Spots, online video, video ads, YouTube Insight

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