When it comes to video, there’s a lot at stake, both in terms of costs and the impacts on your busi­ness. The good news is that video analy­sis doesn’t have to be daunting—that is, if you’re clear about your cri­te­ria for suc­cess. Whether long-form or short-form video, every­thing begins and ends with iden­ti­fy­ing and mea­sur­ing the intended func­tion of your video. Is your goal increased engage­ment, adver­tis­ing CTR, or min­i­miz­ing bounce rates? Or a com­bi­na­tion of one or more of these things?

To estab­lish the cri­te­ria right for your busi­ness KPIs, you need to answer three questions:

  1. How is video being used—to drive tune-in or brand awareness?
  2. How is video being monetized—video adver­tis­ing, bounce rates, video CTR?
  3. How is video data being pre­sented to the broader busi­ness, such as by visu­al­iz­ing data in dashboards?

Steps to Success

Whether your key met­rics are sup­port­ing other chan­nels of video dis­tri­b­u­tion (broad­cast, the­atri­cal release, video on demand, or home enter­tain­ment), estab­lish­ing suc­cess mea­sure­ments up front will trans­form the actions taken across your orga­ni­za­tion. For exam­ple, if brand affin­ity is a top pri­or­ity, then gaug­ing video start and drop off times are essen­tial. In the case of home enter­tain­ment, con­vert­ing the cus­tomer visit into a pur­chase of DVDs might be the sin­gle most impor­tant met­ric. Regard­less of the goal, every user expe­ri­ence will need to be opti­mized to enhance per­son­al­iza­tion and drive conversion.

Under­stand­ing the com­plex­ity that video can present to dig­i­tal mar­keters, Adobe has estab­lished a “default” set of video cri­te­ria to move video strate­gies for­ward. Our default cri­te­ria can be viewed as a foun­da­tion from which to build on based on the events and meta­data you’re look­ing to cap­ture. Sec­ondly, the default cri­te­ria can also be used to align with mea­sure­ment KPIs.

Mea­sur­ing Video Adver­tis­ing Effectiveness

Demand for dig­i­tal video adver­tis­ing con­tin­ues to out­pace other dig­i­tal adver­tis­ing for­mats, as high­lighted in indus­try con­ver­sa­tions. A recent arti­cle in eMar­keter under­scores the trend, stat­ing that “U.S. dig­i­tal video ad spend­ing will nearly dou­ble in only four years, climb­ing from $4.14 bil­lion this year to $8.04 bil­lion in 2016.”

chart

Not surprisingly—like other dig­i­tal mar­ket­ing trends—there’s often a rush to invest, some­times before impor­tant upfront work is done (such as answer­ing the “cri­te­ria” ques­tions above). After all, it seems clear that all that is needed to opti­mize your dig­i­tal video invest­ment is to com­bine the right adver­tis­ing with the most rel­e­vant con­tent and deliver it to right audi­ence. As any expe­ri­enced dig­i­tal mar­keter knows, this is any­thing but sim­ple with­out the right tools on hand.

It’s also help­ful to under­stand that tra­di­tional approaches to mea­sur­ing impacts are chang­ing, with CPM met­rics giv­ing way to new “cost per engage­ment” and “cost per com­ple­tion”. This has been cov­ered in recent Dig­i­tal Newfronts, as well as in other forums.

In look­ing closer at online video adver­tis­ing, an eMar­keter arti­cle cited a

some­what rough esti­mate from Credit Suisse. The CPM for midtier sites and place­ments in 2013 will be approx­i­mately $25 and reach nearly $33 for pre­mium des­ti­na­tions. The Credit Suisse data focused on tra­di­tional CPMs, but many adver­tis­ers are look­ing for engage­ment and pre­fer cost-per-click or cost-per-completion arrange­ments. And sev­eral mar­keters are mov­ing toward some kind of cost-per-action pricing.”

Measure—Then Visualize—Data

To really under­stand video’s impact on con­sumer inter­ac­tions, visu­al­iz­ing data is just as crit­i­cal as know­ing what to mea­sure. Real-time video ana­lyt­ics sup­ported by Adobe Ana­lyt­ics pro­vides a frame­work to visu­al­ize video data. Cre­at­ing role-based dash­boards, for instance, will help exec­u­tives to quickly assess how video assets are used and how video adver­tis­ing affects a busi­ness unit’s P&L and ulti­mately the company’s bot­tom line; this is espe­cially true where ad load met­rics impact engage­ment. Adobe Ana­lyt­ics can also seg­ment audi­ence con­sump­tion across mul­ti­ple regions to pro­vide a global view.

video-clips

Let’s recap. Regard­less of where you are with your video strat­egy, con­sider these four steps:

  1. Set clear KPIs that align with your busi­ness goals.
  2. Decide if video mon­e­ti­za­tion or com­pan­ion video for mar­ket­ing pur­poses will drive pro­gram­ming decisions.
  3. Orga­nize and report around key video met­rics to ensure align­ment and agree­ment on what con­sti­tutes success.
  4. Par­tic­i­pate in “stan­dard­ized” met­rics dis­cus­sions and work­groups, where com­pa­nies can com­pare their results to indus­try trends and be sure that met­rics are col­lected and mea­sured in the same way.

These steps will help you deter­mine how and where to deploy resources to increase video engage­ment and your video adver­tis­ing effectiveness.