Rich Hubschman is the CEO of Noble Metrics, an analytics company specializing in Connected TV devices.
So you’ve launched a Connected TV application. Great! You’re potentially millions of potentials users across the world, but how is your audience interacting with your app and how does this affect your brand?
Unfortunately most users will not interact with your application exactly how you designed them to. You need to collect data on your application’s usage to make educated decisions on how to improve your application, align it with your brand image, and increase conversions. The interaction on Connected TV applications is different from the web or mobile; it is primarily a relaxed, lean-back experience.
Monitoring a few items such as top content and videos, time spent in your application, and why viewers exit the application can dramatically increase your application’s success. These metrics will allow you to make educated decisions rather than personal assumptions. Similar to the web or mobile, there are two options for analytics: creating your own solution or using a third party solution.
In-house solutions are great for larger companies with the additional resources to implement and for applications with non-traditional customer conversion strategies. Third party solutions are usually less expensive, require little to no maintenance, and offer a standard user interface. In closing, anyone creating a application should implement analytics tracking and use a solution that is best for their brand.