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What is Video Testing – A Short Guide

video upload window cropped

What is video testing?

Video testing allows for in-depth attention analysis on various types of video content. This feature is designed to evaluate how viewers might engage with your video ads, whether they are:

  • TV Spots, Social Media Video Ads, or other Widescreen Videos (16×9)
  • Reels, Stories, Shorts, or other Vertical Videos (9×16)
  • Social Media Video Posts or other Square Videos (1×1)

     

By submitting your video for analysis, you will be able to receive valuable insights through a video heatmap and a focus map overlay, which provide a visual representation of viewer engagement and attention.

video testing heatmap view
An example of video analysis focus map view
video testing focus map view
An example of video analysis heatmap view

However, don’t expect miracles from video analysis just yet. Before analyzing video ads, you should understand the goal of the video ad and identify the most crucial elements in each moment of the video that are of interest. Once you know these details, you can examine the video heatmap and focus map to determine whether those elements are visible to viewers.

Video model accuracy

Our video testing feature has a 92% accuracy rate compared to actual eye-tracking studies. This high level of accuracy ensures that all the primary attention areas are accurately represented in the attention heatmap.

An accuracy rate of 92% means that any possible deviations from actual eye-tracking data are likely to be minor, such as slight variations in the shapes of hotspots. This ensures that the insights you gain closely reflect real-world viewer interactions and engagement with your video content. In other words, unless you’re planning to write a scientific paper based on these heatmaps or analyze each pixel, you will find our video analysis immensely useful for various business purposes.

File size, format, and duration

To ensure optimal performance and user experience, we support video uploads with a maximum file size of 500 MB. Accepted resolutions include 480p, 720p, and 1080p, catering to a range of video quality requirements. We currently accept the following video formats: MP4, AVI, and MOV. 

Please note that at this time, you can upload video ads with a duration of up to 2 minutes. Upon uploading your video and initiating the analysis, a countdown timer will display, indicating the remaining time until your video analysis is ready for review. 

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An example of remaining processing time indication

Also, you will be notified via email the analysis results of your uploaded video are ready for review.

Metrics explanation

On the video analysis results page, you can access both a heatmap and a focus map view of your video. These tools allow you to analyze how attention and focus metrics change throughout video duration.

Percentage of Attention

Percentage of Attention measures the proportion of total average user attention that a specific object captures in the video. You can track how this percentage fluctuates over time.

Focus score

Focus Metrics provide additional insights. The Focus Score represents the level of attention concentration in each frame of your video. A higher Focus Score indicates that attention is more centralized in fewer focal points, whereas a lower score suggests that attention is dispersed across the frame. When key elements such as a brand or product attract higher attention concentration, it enhances message retention and brand memorability. However, a high Focus Score doesn’t necessarily mean that attention is directed toward the intended objects—you must verify this visually using the heatmap or focus map.

Additionally, we highlight the highest and lowest Focus Score values throughout the video, using color coding to indicate whether they are favorable or not. You can also pinpoint segments with the lowest Focus Scores by examining the Focus Score graph on the timeline. Clicking on these segments allows you to toggle directly to those moments in the video player for closer inspection.

Concentration spots

Moreover, we provide the average number of concentration spots over the video’s playtime. Concentration spots are areas where attention is significantly concentrated—also known as hotspots—indicating key focal points in each frame. Only spots surpassing a predefined threshold of sufficient concentration qualify as concentration spots. The second graph in the Focus Score analysis timeline visualizes how the number of these concentration spots varies over time.

Focus consistency

Finally, we offer a textual evaluation of Focus Consistency throughout the video. This metric assesses the variation in attention concentration across different moments in the video. The evaluation categories include highly stable, stable, moderate, unstable, and highly unstable. A highly stable rating means that attention remained at a consistent level throughout, while a highly unstable rating indicates dramatic fluctuations—one moment highly focused, the next widely scattered.

It’s important to note that high Focus Consistency doesn’t imply an optimal Focus Score; it simply means that the level of attention remained steady. To determine whether focus was optimal, you should also consider the Average Focus Score, its minimum and maximum values, and the overall consistency.

Plan specifications

Our subscription plans cater to different levels of usage and engagement:

  • Hero Plan: Includes 10 minutes of video testing per month.
  • Pro Plan: Allows testing of up to ~3 minutes of video per month, with credits that can be used for either image or video analysis.
  • Basic Plan: Does not include video testing.

 

These plans are designed to accommodate varying needs, from occasional analysis to more in-depth video evaluation.

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