Do your video campaigns drive performance for the top and bottom of your funnel? In a previous post, we discussed how video ads help marketers meet both brand and ROI objectives. If you don’t know how your video ads add-up (punny!), it’s about time you get the full picture of video ad performance. Here’s how:
1. Do a brand study to measure the feels
Brand studies help marketers understand the direct impact video ads have on consumer perceptions and behavior. They allow you to measure KPIs like awareness, attitudes, favorability, intent and preference.
2. Analyze the activity
Performance metrics tell you how efficient and effective your video ads are at delivering return. These are the measures that valuate activity like actions, views, completion rates, and impressions. The commonplace video performance metrics include CPV (cost-per-view), CPCV (cost-per-completed-view) and VCR (view/video-completion-rate), but don’t worry, there are plenty of measures to choose from, each with their own acronym to help you kill it at digital acronym bingo.
3. Zero-in on measures that matter to you
Don’t get bogged down in data. Using both brand and performance measures is important, but it’s equally important to focus on measures that best represent your campaign objectives. Consider what brand and ROI metrics are best suited to measure performance for your campaign and put them in the limelight.
OK, I’m going to go watch “Dear Sophie” again.
Want your video ads viewed for years to come? Download our Video eBook to learn more about how you can create an A-List video campaign.
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.