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What are the key points to look at when measuring a video marketing ROI?

By 16 abril, 2014 No Comments

Even though there is no hard and fast rule to measure it, there are still certain things you can do for measuring online video marketing success. For one, you can start by clearly defining the objective of your video – the short-term results to long-term goals.

Remember, it’s important to identify and use the correct methods for measuring ROI to track digital success for your business, otherwise there are way too many statistics to consider which might not present a clear picture.

Once you have a clear objective, you will know exactly which criterion you can use to measure the success of the campaign. So think about what’s the most important thing for you – the video exposure, the actual number of people who watch the video or for how long are they watching it?

You might even have some other objectives, such as cost by seconds the video is watched, or what are they doing after watching the video?

As a video marketer, you are mostly looking to generate interaction and engagement with the viewer. As such, you might be even measuring viewer engagement through ‘likes’ and ‘shares’.

These days, almost every video streaming platform provides plenty of statistical data you can use to evaluate the performance of your campaign. Let’s take a quick look at some of these fields to understand them better.

Views: How many people are you reaching?

When your main objective is to ‘increase awareness’, you can easily track it with View metrics to see whether you are reaching the intended number of people. You should however realise that it will be very difficult for you to track any kind of Return On Investment for your time.

Number of views: Track your organic and shared views first.

The simple view count you see in bold, is the typical metrics measuring starter. You can look further into them according to the type of view sources – Paid Views (Video PPC campaigns), Organic Views and Referral Views (from social sharing).

Even though paid views are often not the ones we are looking for, they are a good start to encourage organic and referral views. Would you rather eat in an empty restaurant or in a busy one? Similarly, a video with thousands of views is always more tempting to watch than a video with just 10 views.

The only setback with PPC views is that very often the paid viewers are not as engaged with your video content as the normal viewer who used some search engine to search for it.

Play Rate versus Play-through Rate

You should understand that not all viewers are watching every YouTube ad to the end. Marketers often make the mistake of confusing ‘views’ with ‘completed views’.

While YouTube doesn’t publicise how much of a video someone has to watch for it to count as a view, experts agree that it’s just a few seconds.

The ‘number of minutes watched’ lets you know how people are interacting with your video. Where do they drop? Are they watching any part twice? Etc. This will help you in understanding the impact of the video and how you could improve it.

The ‘Play Rate’ measures how many people actually watch the video once it’s loaded. You can use it to figure out if your ad is positioned well, and whether the still image that introduces it is compelling. The ‘Play-through Rate’ (or Watch/View Time) measures the average length of time a viewer watches it before clicking away.

Recent studies show about half of the audience stops watching these ads after about 15 seconds, which should be an impetus to turn traditional TV-style thinking on its head and put your branding up front!

Demographics

When you are scripting and filming your video, you are always thinking about a specific audience you want it to reach. Demographics dimensions will help you understand if you have succeeded in your intentions or you will have more insight to improve on it. Sometimes, you might even get your new ideas for business development right here!

Unfortunately though, demographics are not available with every platform players, but if you are tracking events on your website (watching a video can be an event) you can cross info and get dem
ographic results.

Engagement: Are you getting people interested?

If your objective is to measure people interested in your video, then you should follow the social metrics.

Number of comments – Count how many people have posted a ‘comment’ or clicked ‘like’.

Number of times your video was shared – Measure how many times your information (video) was passed on. Based on ZoomTilt research, a quality share rate for social video is approximately 0.25%-0.50% direct shares (from the player or player-embedded page, excluding re-shares from social networks) as a percentage of total content views. In most cases, even smash hit digital video ad campaigns only see circa 2.5% direct share rates.

Online mentions – See whether people (other than your staff members) are posting the video as a link or embedding it somewhere.

Number of subscribers for your channel or newsletter – When you are asking for submissions, you should count the number of entries you receive as a measure of how successful your campaign was in getting people involved

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