Microsoft Wants Companies to Take Video Pulse to Measure Engagement

Today at the 2016 National Association of Broadcasters (NAB) Show in Las Vegas, Microsoft announced that it is releasing an open preview of Video Pulse, its new digital content rating tool that allows users to directly engage viewers with on-demand voting features that are compatible with any MP4 video encoded through platforms such as Azure Media Services or hosted by Vimeo and YouTube.

Companies ranging from relative upstarts such as Zefr and Tubular Labs to stalwarts such as Nielsen and comScore have made it their business to measure the data created by online video viewers, but Microsoft says Video Pulse provides much deeper and complete data.

“The engagement mechanisms on large platforms are whether you like or dislike the video, how you commented on the video and whether you shared it,” Dritan Nesho, head of Microsoft Pulse, told VideoInk. “Pulse allows you to rate or respond to a video on a very granular level and on a continuing basis, so you establish comprehensive reaction to the video. That’s kind of unique in the marketplace. There are specialist services that offer it, but they’re extremely expensive and they operate on a very limited basis against the sample that they construct for you. Pulse is for free, so all you need to is bring your video.”

A big part of Pulse’s pitch is it provides the depth of detail associated with in-person market research without the clunky hardware and numerous other logistical limitations.

“You don’t need to be restricted to 35 or 70 people in the room, which is how focus groups have been done to date,” Nesho said. “You can now create a focus group that’s hundreds of thousands if not millions of people.”

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