Ooyala has unveiled Ooyala IQ, which it claims is the first analytics platform to provide a 360-degree view of video performance and audience behaviour, including multi-dimensional filtering by device, operating system, browser, country, state, DMA (Designated Market Area, for the US), player or traffic source, all processed in milliseconds and provided in one view.

The latest version of Ooyala’s analytics engine aims to maximise video monetisation across all screens through real-time, actionable insights that help providers better understand and target audiences, based on actual usage patterns.

Ooyala IQ is designed with an open framework, allowing for deeper integration of many business-critical data types, whether from Ooyala or from the broader media ecosystem, that can be used to maximise performance, engagement and revenue. These include ad performance and viewability metrics as well as quality of service metrics used to gauge the overall health of video streams. Ooyala says these data types will be added to Ooyala IQ over the course of the year to further extend its capabilities.

Ooyala IQ will be available to select customers within the next 30 days, and will be showcased at next week’s National Association of Broadcasters (NAB) exhibition in Las Vegas. Major broadcasters and publishers around the world participating in the beta program for Ooyala IQ include Sky Sports, Media Prima, Fairfax Media, Telegraph Media Group, Telstra, Vox Media and Complex Media.

Ooyala IQ boasts a re-imagined view of Ooyala’s core metrics dashboard, offering customers a holistic view of the performance of each individual piece of content. Along with existing graphs detailing unique users, segments watched, hours watched, plays requested and content starts (a new metric that measures drop-offs resulting from ad breaks), its expanded capabilities measure key asset metadata, key performance metrics for each asset, and segment-specific metrics that clearly identify the sections of each video asset that are the most popular with viewers.

Ooyala IQ also provides one-click access to detailed “success metrics” – for example the impact of ads on engagement – for each individual asset. Understanding the performance of an asset, or a catalogue of assets such as a seasons worth of episodic content, the company says, is critical to the content acquisition process for programming teams, and has a direct and immediate impact on revenue optimisation for ad sales teams.

For example, an asset that seems to have low overall engagement across a customer’s total footprint may turn out to be highly popular on mobile phones in a particular country or DMA. This level of contextual detail allows ad operation teams to properly value assets on a per-device, per-regional basis, the company says, thus creating more value when negotiating ad campaigns.

“As TV continues to migrate across devices, delivery and monetisation must be integrated deeply with real-time analytics,” said Ooyala CEO, Jay Fulcher. “Regardless of the revenue model, business and programming decisions can now be informed by new kinds of big data analyses. Ooyala has re-imagined how video and TV analytics are collected, stored, managed and accessed, providing an unprecedented level of visibility so our customers can optimise how they run and monetise their business.”