Publishers are investing in premium online video in hopes of luring TV ad dollars, but premium video by itself isn’t enough. Where is the audience development?
Do all those metrics add up to proof of ROI? Rapt Media surveyed marketers and learned that the lack of deeper insights on data is a real problem.
It’s important to make sure your ads are being viewed by human beings, but that doesn’t tell you anything about the quality of the impressions that you’re getting.
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?