Skip to main content

Measuring the Impact of Online Video Ad Campaigns


Why are savvy marketers using promotional video content in their online campaigns? Because they believe that it effectively engages their target stakeholders, but they're really not certain of the actual impact.

With online video advertising in the U.S. expected to experience steady growth -- eMarketer now estimates that spending will climb from $3.1 billion in 2012 to $9.3 billion in 2016 -- marketers will need to figure out how to best employ metrics to gauge the value of campaigns on a more individualized basis.

As marketers continue to expand the slice of their digital ad budget that's being applied to online video, a better understanding of metrics in this area has become a key part of the process.

But due to the common inexperience with online video, as well as the absence of any clear measurement standards, setting goals that define meaningful outcomes will likely present challenges to marketers as these types of campaigns mature.

In its latest survey of ad agency executives conducted in April 2012, Brightroll found that respondent agencies had yet to settle on one metric as the agreed-upon measure of an online video campaign’s success. While 26 percent said measuring views was the most important measurement of a campaign, 23 percent named brand lift and 22 percent said sales impact.

According to the ad agency assessment, their client perspective on the best way to measure audiences was also spread almost evenly among a number of approaches, illustrating that a standard metric has yet to be established.

One-third said their clients considered unique viewers to be the best way to measure audience. Another one-quarter said it was target impressions. And about the same number named gross rating point (GRP) or target rating point (TRP), which were combined into one category for the survey.

Advertisers are apparently eager for information that can bridge the online and offline worlds -- by contextualizing digital effectiveness in terms of older, offline metrics.

When asked what areas of online video warranted additional research, about three in 10 respondents sought greater insight into how video affected offline purchases.

Almost one-quarter of those polled wanted more information about the performance of online video ads in comparison to traditional TV advertising. And interest in understanding how to link the gross rating point (GRP) to online video buying grew by more than six percentage points between 2011 and 2012.

Popular posts from this blog

How Savvy Pioneers Lead the Future of Work

Hybrid and fully remote work are inevitable in the Global Networked Economy where high-performance talent demands flexibility from employers. To enable these progressive work models, organizations are investing in a wide range of technologies to support more agile types of employment.  According to the latest worldwide market study by International Data Corporation (IDC), leading organizations will spend nearly $1 billion on the Future of Work (FoW) in 2023 -- that's an increase of 18.8 percent over 2022. Future of Work Market Development "Work models continue to evolve, but 37 percent of decision-makers in a recent global survey note that Remote and Hybrid work models will be an embedded part of accepted work practices, supported by a continued shift to the cloud, increasingly instrumented and interconnected physical workplaces, and intelligent digital workspaces," said Holly Muscolino, group vice president at IDC . According to the IDC assessment, organizations must mak

Human Resource Transformation Enabled by IT

Many senior executives are taking a proactive approach to digital business transformation in order to achieve their strategic goals. Delivering revenue growth and profitability is now imperative for every function, including Human Resources (HR). The top 3 priority HR technologies this year are skills management, learning experience platforms, and internal talent marketplaces, according to the latest worldwide market study by Gartner. "With a tumultuous global economy, HR technology leaders face a balancing act in 2023," said Sam Grinter, director at Gartner . "Leaders must anticipate greater levels of accountability and demand for measurable outcomes to justify new technology investments." HR Transformation Market Development Forty-four percent of HR leaders report driving better business outcomes is their number one strategic priority for HR technology transformation over the next three years. Growth in headcount and skills (26 percent) and cost optimization (17 p

Virtual Reality Market Set to Reach $100 Billion

Virtual Reality (VR) market growth is now finally coming to fruition. Thanks to current actions and market momentum, VR is approaching what can be considered critical mass. And, not a moment too soon. This growth momentum comes from new hardware and content releases, accelerating enterprise value recognition, and a significant metaverse wild card that could potentially lift adoption and usage. According to the latest worldwide market study by ABI Research, over 85 million VR Head Mounted Displays (HMDs) will be shipped in 2027 across consumer and enterprise segments, creating a $100 billion VR market that includes hardware, software, and services. Virtual Reality Market Development "Expectations have been high in VR for years, and even decades, without notable growth to show. That growth is finally coming over the next five years," said Eric Abbruzzese, research director at ABI Research . The barrier to entry is lower than ever, all while content performance and user experien