ANALYSIS OF B-ROLL TOWARDS AUDIENCE RETENTION RATE

• Main Author: Winardi Lidrapranoto, Hansen
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41093
• Institution: Institut Teknologi Bandung

Video has become a trend for practitioners such as youtuber, marketing department, and multimedia company for advertise their products and deliver a message for audience who watch the video. B-Roll is a technique used for decades that might increase the duration of people watch the video and it is discussed by a youtuber Peter Mckinnon that what are the importance of adding a B-Roll for video. There are two elements of b-roll will be analyzed which camera movements and transitions and there are several levels in each elements. Camera movements level consist of pan and dolly and transitions level consist of fast transition, flash transitions, and mask transitions. How long audience watch the video determine how successful all message delivered by video creators. Audience retention rate become a measurement from Youtube to give insight and analytics for video creator about the average time or duration the video watched by viewers. The research objectives are to measure audience retention rate by comparing a video with and without B-Roll and to find most preferred B-Roll elements to find a perfect combination of video to be compared. The data analyzed through conjoint analysis to find ideal combination of video and audience retention report in youtube as a measurement for audience retention rate. The findings show that pan camera movement and fast transitions make a ideal combination of B-Roll in video and a video contains a B-Roll has higher audience retention rate as almost twice as much as a video who does not have any B-Roll