Taking viewer data from multiple sources and verifying it with independent third-party services is the new reality, as fragmented viewing leads to fragmented measurement.
Despite strong industry attention to the topic, video ads aren’t making significant progress in becoming more viewable. In fact, the small gains are eroding.
For a video marketing strategy to be effective, marketers need to measure what works and link results to a marketing system. As Demand Metric and Vidyard show, many companies don’t go far enough with measurements.
Of course a video ad that can be seen will perform better than an ad that can’t, but how does that translate to brand lift measurements?
Now that online advertisers have a viewability standard, it’s imperative to make sure all parties are measuring the results uniformly.
As CBS Interactive explains, hitting the right demographic with targeted online video ads is still a challenging operation.
There are many video metrics out there, but which ones give a useful view on how your ad is performing? We talk to experts to uncover the answers.