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Digital Marketers Debate on Ways to Gauge Online Video Advertising Success

Last updated 6 years ago

Online video has turned into an advertising medium in recent years as technology and the internet in general become more adaptable to advertising forms that until a few years ago was regulated to TV. Online video advertising is the newest media darling and you’d probably be hard pressed to find a website without some kind of video in some form or another. However, as online video becomes more of an advertising commodity, the need for more concrete performance studies of the effectiveness of the advertising market has become a necessity with digital marketers.

Brightroll, a digital online video advertising network, conducted a study of advertising executives in April of 2012 and found that many of the advertising executives were conflicted on what the measurement of success for online video campaign was in relation to profits and offline sales. The highest percentage, 26%, thought that the number of views of an online video could effectively measure the success of a video campaign while others felt that brand lift (23%), sales impact (22%), conversions (15%), click through rate (9%) and gross rating point (5%) were able to more effectively measure the success of an online video campaign. About 1 in 4 executives wanted more information about the successes or failures of an online video campaign in relation to more traditional TV advertising.

As online video campaigns increase, advertising executives feel the need for finding a better way to measure the value of video advertising. By doing so they will be able to effectively advertise and reach their customers and increase their profitability in years to come.

Do you have an online video for your business?  Why or why not?

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $2,200,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.

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