Online video can offer measurable engagement
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Sorosh Tavakoli, CEO and founder, Videoplaza
Nic Howell’s Leader about how to measure engagement (nma 20 August 2009) raises a number of very good points. For over a decade online has been first deliberately positioned and then, frankly, pigeonholed as a direct response medium. Brands have typically seen it as a channel to convert the already interested, with investment to build brand awareness and acceptance made elsewhere, especially on TV.
Brands will, we believe, invest more in online advertising where they can enjoy the same creative canvas as TV, using video. The business case to do this will be strengthened where advertisers can be shown how their campaigns are not merely delivered but consumed and interacted with.
Click-throughs can be just one way in which a user can interact with advertising, but many FMCG brands may be more interested in seeing how much time their audience is spending with their advertising, finding a correlation between this and brand scores as well as sales.
You can measure engagement but only if you have the technology to track how users are exposed to and interact with your advertising.
Publishers with online video, keen to attract higher-value brand budgets, need to ask whether they’re equipped to deliver this quality of reporting.