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Adobe Debuts New Solution For Measuring Video Engagement

Adobe has released a new video marketing analytics product for measuring content and advertising campaigns. Adobe Analytics for Video enables marketers to gain a clearer picture of their video engagement, the company said.

One of the key features of the product is Adobe’s Video Heartbeat Library, which Adobe said measures engagement and aggregates data until the user stops engaging with the video.

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“As video measurement grows increasingly important for marketers to drive major decisions, the significance of these metrics comes into focus daily,” Chris Wareham, Senior Director of Product Management for Adobe’s Analytics Solution, wrote in a blog post announcing the release. “The ability to obtain data such as time spent, ad performance, device, geography, bounce rates, impressions and more is now a crucial piece of the pie.”

The solution aims to give its users deeper insights into audience engagement. The launch of Adobe Analytics for Video comes a few months after the company unveiled a new integration between its Marketing Cloud and Media Optimizer solutions to allow for insight into their target audiences.