Unlocking Mid-Funnel Metrics With Dynamic Video Ads
By leveraging in-banner video advertising and dynamic content, marketers can establish three uniquely robust and repeatable mid-funnel metrics.
By leveraging in-banner video advertising and dynamic content, marketers can establish three uniquely robust and repeatable mid-funnel metrics.
Countless debates, presentations, and articles have addressed the measurement of digital advertising – what to count, how to count it, and even whose counts are most valid. Yet, for all of the attention paid to metrics, one part of the core marketing process is rarely discussed: the middle of the funnel.
Looking closely, the majority of digital metrics focus on the bottom of the sales and marketing funnel. Clicks, leads, visits, and conversions are the preferred measures with the greatest sophistication. The top of the funnel has gained further attention recently, where ambiguous, but embraced terms such as engagement and interaction join standards like reach and frequency. But why have we consistently ignored the critical steps between generating awareness and driving direct response that constitute the mid funnel?
Individual campaigns often use self-reported survey data to understand how advertising influences a host of mid-funnel metrics, such as favorability and message recall. However, these metrics have not been applied effectively to the broader industry. So let’s fill the mid-funnel gap with technologies that help us deliver impact, interactivity, and relevance needed to enable new measurement techniques. By leveraging in-banner video advertising and dynamic content, marketers can establish three uniquely robust and, more importantly, repeatable mid-funnel metrics:
These three crucial metrics are based on performance data rather than survey responses. Most importantly, performance data can be used across campaigns, enabling advertisers to identify benchmarks, targets, and other shared intelligence that set standards and expectations. These metrics are repeatable and retain their value beyond a single program. They also leverage video – the most compelling, fastest-growing form of digital advertising – which offers advanced measurement based on how the content is viewed and what action it drives. In-banner video and dynamic content are the keys to unlocking the long ignored, yet extremely valuable, mid-funnel advertising metrics: interest, consideration, and intent. Once unlocked, these metrics provide the missing link to a truly holistic, digital marketing strategy and, ultimately, the opportunity for even more dollars to move from traditional to digital channels.