Two-thirds of UK marketers plan to increase their online video spend, but to get the maximum value out of it, marketers will need to go beyond measuring views and clicks.
Real-time data is key to understanding how the campaign is performing and to optimizing the campaign while it is still in market. Once the campaign ends, marketers need to take the data and learnings and apply them to the next campaign. This is how marketers can maximize the insights they gain from their success metrics, and how to maximize their online video investment.
Dan Ruch, VP Europe of Tremor Media, offers some best practices and first steps:
-The campaign must be large enough to measure
-Align research with yourcampaign goals
-Use the right partners for the right research
-Effectively measure every element of the ad
-Understand and use the data.
The last point is the most important - unless data is understood and applied to both the current and future campaigns, advertisers just have spreadsheets filled with numbers on their hands.
Read the rest of the article at eConsultancy: http://econsultancy.com/us/blog/7512-consider-more-than-video-views-and-clicks?utm_medium=email&utm_source=topic