Five metrics for online video ads.
Online video advertising has been making the news lately as marketers shift budgets away from TV. According to eMarketer, the online video advertising market will reach $385 million in 2006 and surpass $1 billion by 2008. Online video's importance is underlined by its increased presence in this year's TV upfront. According to MSN 's Todd Herman, 80 percent of their online-video-related revenue came from the upfront, and included 60 of the top 100 U.S. advertisers.
Though TV may reach a broader audience quicker, online video advertising reaches an audience that's easily targeted and difficult to reach via TV. Unlike TV, online video advertising delivers consumer interaction and engagement in a contextually relevant environment that's measurable.
Dynamic Logic's MarketNorms 2004-2005 data showed online video ads raised brand and persuasion metrics at a statistically significant 90 percent confidence level; specifically, aided brand awareness had an 8 percent lift, message association 38 percent, brand favorability 6 percent, and purchase intent 7 percent.
If you're considering adding online video to your marketing mix, here are some things to consider to maximize combining video's impact with online's measurability and targeting capabilities.
Online Video and Related Advertising Options
Although there are a variety of formats, the most popular online video advertising formats are pre-roll and in-page advertising. Among the online video advertising options are:
Maximizing Online Video's Impact
The most effective online video executions are created specifically for the Web rather than repurposed from TV or elsewhere. For the most consistent, cost-effective online video executions, plan and develop your online campaigns in conjunction with those for TV and other offline media.
Increase your online video advertising results by adding the following functionality:
Extending Online Video's Reach
Expand your online video campaign's reach by integrating it into a broader marketing plan. Suggested tactics include:
Assessing Online Video's Results
Since online video and related advertising are still evolving, so are the related metrics. About.com's Andrew Pancer cautions online video advertising is an emerging model that's different from TV and requires analytics that make it easy for advertisers to measure results across platforms consistently:
As online video and related advertising change, online marketers and publishers must consider ways to apply metrics across platforms so major advertisers understand the advantages and tradeoffs of using different media formats. That said, it's imperative online video advertising metrics take into consideration the basics: reach, audience, and targeting. They should also track content, behavior, daypart, interactivity, and engagement. This enhanced level of measurability shouldn't be used to hold interactive marketing to standards beyond those of other media but should be considered an enhancement.
Join us for our Online Video Advertising Forum in New York City, June 16, 2006.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
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