By Tal Chalozin- CTO and Co-Founder
As the modern living room gives rise to even more digital content and â€œmedia meshingâ€ and 22% of us regularly using a second screen, digital marketers have an opportunity to gain real tangible ROI from their online campaigns. But as the tools evolve to create branded video campaigns, so should the measurement of their success. In this â€˜always onâ€™ landscape, itâ€™s simply outmoded to use broadcast metrics such as reach, when interactive dynamic videos are designed to do much more than just be watched; itâ€™s all about impact.
Online Video is a completely different media channel than traditional broadcast advertising. So why are we still employing the same metrics?
As Mike Grant mentions in his recent article for Videonet â€œthere is clearly a need for the TV industry to seek to provide a mobile component to the TV viewing experience, whether that be content search, social media, or enhancements to the program they are watching.â€ But what use is this if we still fail to understand the impact of interactive and tailored content combined with intelligent delivery compared to traditional broadcast TV? These are very different media channels with equally different purposes.
Number of views is no longer the best way to measure the real impact of video content – itâ€™s about time spent interacting with the consumer. The goal with branded video content is to impact the right consumers – the measurable difference in reaching 100 people who will ultimately forget you versus reaching a handful of people who are engaged and relevant. With 70% of marketers now using video as part of their online marketing mix, brands need to start employing more sophisticated measurement tools to understand this viewer journey and monitor their engagement in order to ensure that branded video content campaigns are aligned – and reaching – targeted marketing objectives.
The diversity of content types demands diverse measurement tools
- With branded video content, the desired response is different depending on the style and length of the video; to grab the viewersâ€™ attention you need magnetic content to reach a mass audience.
- If you simply want to get branding out there, then the content needs to serve some sort of service to be enduring and maintain ongoing popularity.
- If the videoâ€™s aim is to build a more regular message with the consumer then itâ€™s important to tailor content that will be watched regularly.
As videos evolve, so should measurement tools to not only ensure the success is recorded, but to analyse the variations in success according to the objectives that were set out. From awareness, engagement, social visitation, to time spent, sophisticated measurement tools ensure that the true impact of the video is felt. Whatâ€™s key is that we donâ€™t forget the potential of video and that itâ€™s more than just eyeballs on a screen.
When viewers do more than just watch a video, they play alongâ€¦
With interactive branded online video ads such as Mercedes-Benzâ€™ all-new 2014 CLA #takethewheel, which offered five of Instagramâ€™s best photographers to take the wheel of the all-new CLA for five days each, Innovid analysed the results with the different layers of the campaign in mind. The photographers were instructed to document their journeys by posting Instagram photos and videos using the hashtag #takethewheel and the photographer with the most “likes” won a three-year lease of the CLA. With an interactive ad with a unique call to action, it was important to analyse how viewers interacted with every aspect of the ad â€” including time spent on creative elements, when and where people engaged, and on what device viewers interacted with the video. With these powerful insights, it was then possible to pinpoint optimisation of the brandâ€™s messaging.
While the Take the Wheel trailer video played, a call to action asked viewers to click to expand. Once the unit opened, users could learn about the photographers, track their journeys through a dynamic Instagram feed and also get more information on how they could win a CLA for themselves. This all occurred directly within the unit so the viewers could interact without leaving the original screen. Clearly, this ad in particular was about much more than just views.
By using sophisticated metrics to analyse creative video, marketers can see exactly what they gain from each element of their campaign. For example, with the Mercedes-Benz #takethewheel campaign, key metrics used included engagement, time-earned and interaction with Instagram photo stream (via Instagram API, updated regularly throughout flight). Through the use of multiple devices and publishers, Mercedes-Benz and Innovid surpassed automotive industry standard benchmarks.
Itâ€™s clear that online video is a media channel by itself, with various levels of depth, and merits its own metrics. From the interactive â€œgamificationâ€ of online video, to online videos which offer ecommerce options directly through the video, the measurement tools need to be tailored to the content and to the specific marketing goals.
 A recent OfCom report references â€œmedia meshingâ€ – using numerous digital media channels across different devices to enhance the viewing experience.