As telecommunications marketers allocate more budget toward online video advertising – and specifically personalized video advertising – there’s a more pressing need to hold programs accountable and ensure a strong return. From engagement rates to viewability and more, marketers have many available metrics by which to evaluate online video ad performance. One thing is certain, though: no matter the metrics, personalized video ad programs should deliver a strong business impact and ensure an incremental revenue increase.
So what’s the best approach to measuring advertising effectiveness in a way that holds programs accountable to a measurable increase in conversions and sales?
Gone are the days where we only measure the return on investment (ROI) on in-session clicks. Technological advancements have made advanced attribution methodology possible, and we can now observe all touch points that lead to a conversion. For personalized video campaigns, any click-based attribution model under-values the effect of merely viewing the video.
Video has more potential to influence a buy decision at a distance, with or without a click, as it is a more personal, intimate medium that captures user attention and engagement for longer periods (a video ad engages the viewer for 15 to 30 seconds compared to search and display ads, which engage users for two to three seconds at most). As such, advanced attribution has emerged as a much more effective way of measuring the performance of a personalized video ad program.
With an understanding of program impact as based on total incremental visits, conversions and revenue delivered, programs can then be optimized based on performance metrics (for example, clicks, return visits accompanied by a click or not, content viewed before or after ad exposure, etc.) to improve the program impact over time.
When wireless carriers and cable operators individually engage their target audience through the most captivating medium – video – they are able to profitably defend and grow revenue, strengthening their competitive position. In an industry facing higher market saturation, mergers between providers and a shift in consumer preferences, it’s imperative for providers to innovate their approach to customer acquisition and find a way to better captivate and engage their audiences.