"Hot Spots plays a video alongside a graph that maps whether the audience is lower or higher than average for a particular length of video," writes Abbey Klaassen in Advertising Age. "When the graph goes up, the video is 'hot,' and more viewers are watching - because there's either less attrition or some viewers are fast-forwarding or rewinding to isolate a particular point in the video. When the graph goes down, the video is 'cold' because viewers are leaving the video or skipping to another part of the content."

One advantage for marketers is the ability to test their ad creative using Hot Spots , which is being described as a huge focus group.

Tags: abbey, advertising age, attrition, audience figures, focus group, graph, hot spots, insight, klaassen, maps, marketers, video ads