Skip to main content

Video Advertising Engagement is Highly Subjective


Marketers value engagement with their content marketing efforts, because it indicates that people actually care enough to interact. However, according to a recent eMarketer report, while engagement is compelling, 10 marketers might define it in 10 different ways.

As the interactive ad format that most attracts brand marketers, much is riding on internet video advertising -- mainly their marketing budget ROI. But are consumers really paying attention to online video ads, when most say they avoid or ignore them on broadcast television channels?

As spending for online video rises and takes a bigger slice of the display ad pie, marketers must be confident that they are spending wisely. Engagement may be difficult to quantify abstractly, but is key to the worth of video advertising.

"All effective advertising today -- not just video -- requires some degree of audience engagement," said David Hallerman, eMarketer principal analyst. "However, unlike some metrics that provide real-time insight into advert performance, much audience engagement does not happen in the moment with the ad. Nor can it be measured automatically. Instead, it's a process over time."

The most likely campaign objective for online video advertising is brand awareness, a baseline component of engagement, according to advertisers and agencies surveyed by Tremor Media and DM2PRO. Close behind brand awareness is brand engagement itself.

For video ads, marketers use various concepts to identify engagement -- including server- and survey-based metrics, traditional brand health metrics, social video-sharing, interaction rates and more.

They can use several strategies to increase or influence engagement -- such as which websites to advertise on, how to target campaigns, and the length or creative of marketing videos.

"Before deciding which types of engagement to focus on, marketers first should examine what they want to achieve for their brand, who might best respond to their message and how comfortable they are with relaxing control over the ways consumers relate to their brand," said Hallerman.

Perhaps the more important question to ask; knowing the outcome from prior advertising efforts, isn't there a more effective use of your limited marketing budget?

Popular posts from this blog

How to Drive Value Creation from Digital Business

Across the globe, many forward-thinking CEOs and CFOs continue to fund business technology investments that enable meaningful and substantive digital transformations, ahead of their industry peer group. That's why CIOs and other IT leaders must now accelerate the quest for value creation and drive digital growth from those ongoing investments, according to the latest market study by Gartner. "The pressure on CIOs to deliver digital dividends is higher than ever," said Daniel Sanchez-Reina, VP Analyst at Gartner . "CEOs and boards anticipated that investments in digital assets, channels, and digital business capabilities would accelerate growth beyond what was previously possible." Digital Business Market Development   CIOs expect IT budgets to increase 5.1 percent on average in 2023 -- that's lower than the projected 6.5 percent global economy inflation rate. A Gartner survey analysis revealed several ways in which CIOs can deliver "digital dividends&qu

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p