By: Imedia connection
How to ensure the highest video ROI possible? The best way to do it is by applying the appropriate video analytics metrics to your online video campaign.
Here are 4 metrics to measure you video campaign success:
- Average time per view. The longer the viewer watches your video the higher conversion rates will be. Therefore it is important to identify when your viewers are dropping. If you divide the total time spent watching by total number of views you will get the average time spent. The closer it is to the actual length of the video the higher your conversion rates will be. Low ATPV can indicate problems with your video – e.g. loading issues or poor content.
- Abandonment. It helps to identify the frequency when video viewers are exiting the most. Let’s say 5% of viewers stop watching at 10s and 20% stop watching at 45 seconds. Clearly, there are some issues with the video at 45th second.
- Post-view conversion rate. Just because people are watching you videos doesn’t mean that they are paying attention to them. The best way to test it is to add action items at the end like click on the link or answer the poll question and calculate how many people took action.
- Unprompted engagement impressions. The most successful video campaigns have been the ones that compel consumers not only to watch but also comment, share with friends through social media channels – Facebook, Twitter, YouTube and etc.
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