A look at the different measurement strategies available for video advertising and the pros and cons that are important to understand. Part one in a two-part series.
In 2011, video is evolving from a standalone marketing channel to an integral part of an advertiser's overall online campaign strategy. By harnessing the power of multi-channel targeting, advertisers can more effectively reach custom audiences as compared with taking a single-channel approach. The most successful campaigns target customers across multiple channels by using both display and video advertising to complement each other and drive overall ROI. And now that audiences can be targeted directly via real-time bidding (RTB) on ad exchanges, selecting the right metrics has become job number one when planning a new campaign.
The objective of any ad impression can be to drive either upper funnel (branding) or lower funnel (performance) activity. Because video ads are more engaging and typically are played to a captive audience, video has particularly strong potential for branding objectives. But how should you measure video advertising effectiveness and performance? In part one of this discussion, we're going to look at the different measurement strategies available for video advertising. Each has pros and cons that are important to understand and tailor to your specific needs:
As we discussed earlier, branding and performance are not necessarily competing objectives. While branding is more powerful with video ads, performance results and campaign ROI should not be ignored. This is true especially when video ads are only one of the media channels in an advertiser's overall cross-media strategy. Here we should measure the impact that video has on the overall conversion volume and campaign eCPA. To accomplish this, two primary methods are available:
To understand the true value of video advertising and leverage its full potential, it is important to adopt a holistic view about audience targeting and use the necessary toolset to track, store, and analyze the terabytes of data in a cross-media campaign. Consumers don't make decisions just over a single ad impression, nor are they isolated to a single media type. Understanding how consumers interact with your brand across search, display, video, and other media types offers many powerful insights - and specifically insights that can lead to actionable real-time marketing decisions. So how do you translate this array of actionable insights into a powerful multi-channel marketing strategy? We'll dive into those details in the part two of the video strategy discussion next month!
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As Chief Technology Officer at Turn, Xuhui Shao focuses on the power of optimization, machine learning, and advanced analytics solutions in driving new business models, products, and services across all industries. Xuhui is responsible for architecting the machine learning and optimization technology to deliver the most effective data-driven digital advertising in the world. He is passionate about the dynamic online advertising community and works closely with industry leaders developing data transparency and consumer privacy protection.
For the last 12 years, Xuhui has practiced research and development in machine learning, statistical theory, and computational intelligence for Fortune 100 companies in various industries from banking, finance, online retailing, healthcare, insurance, marketing, and online advertising. As the lead inventor and co-inventor of three awarded patents in the areas of advanced analytics and optimization, Xuhui is a recognized expert in harnessing data and transforming analytics into actionable insights and optimization strategies.
He earned his bachelor's and master's of science degrees from Tsinghua University, Beijing, and his Ph.D. in electrical engineering from the University of Minnesota.
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Wednesday, July 23, 2014