The relative newness of online video marketing medium continues to present challenges when measuring performance. In the Brightroll’s “US Video Advertising Report” conducted in April 2012 ad agency executives identified the most important success metrics of online video campaigns.
The most important success metric of Online Video Campaigns:
- 26% – views
- 23% – brand lift
- 22% – sales impact
- 15% – conversions
- 9% – click through rate (CTR)
- 5% – gross rating point (GRP)
The best way to measure Online Video audiences:
- 33.3% – Unique views
- 25.7% – Impressions
- 24.8% – Gross Rating Point (GRP)
- 11.4% – Uncertain
- 4.8% – Other
Some of the areas that advertisers are interested of getting more data are: how video affects offline purchases and how it compares to TV advertising.
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