Written by Aske Ostergaaard, Co-Founder and CEO of Decision Lab
Digital Video is one of the fastest growing media formats in Southeast Asia, capturing advertising budget from traditional TV outlets and outpacing digital spend in general.
But as spending (and the scrutiny that comes with it) increases, so does the need to justify budgets and prove impact. Knowing what to measure is therefore more important than ever.
In a series of white papers, Singapore’s Interactive Advertising Bureau (IAB SG) concludes that the most successful marketers are now using non-click related metrics to buy and assess video campaign performance - a move which can also help combat click fraud and establish brand impact.
But if you’re not measuring click-based metrics, what should you measure? At Decision Lab, we recommend the following 7 analysis metrics:
(1) Brand Lifts
Considering that most videos are used in a branding strategy, measuring increases in brand awareness, brand in consideration set or purchase intent as a result of seeing the video ad should be in the forefront. Without brand lift measurement, you may be forced to prove impact with click-thru rates, which numerous studies have shown greatly underestimates the number of potential consumers influenced by the campaign.
(2) Brand Linkage
Brilliant execution has no value unless viewers identify your digital video with your brand. You can measure this by asking consumers in a survey if they can name the brand that was advertised in the unbranded version of the video ad. It sounds so easy, but it is incredible how often this fails to happen. Even for established brands in Vietnam our research shows that is not uncommon that only 4 in 10 consumers are able to recall which brand the video ad is advertising.
The impression metric has been a vital part of the tool-kit for years. Although the intrinsic value of an impression can be difficult to quantify, the insights you can gain from impression measurement, especially if combined with other analysis metrics and broken down at a publisher-level should not be undervalued. While not sufficient by itself, measuring impressions is still a necessary metric.
With impression measurement, you will know how often the video was served, but not how many people it reached. By analyzing the impression count together with the frequency, you can estimate the number of people exposed to your video (people who saw at least the start video frame) and how many times they were exposed. The best audience measurement tools in the market allow you to measure people frequency across publishers and devices.
(5) In-target Delivery Rates
For most marketers, the intended target audience of their digital video is more narrow than the internet population as a whole. Evaluating in-target delivery rates on a campaign as well as publisher-level help you identify waste and optimize your media budget. The best tools available in the market allow you to do this real-time.
With the emergence of programmatic buying, behavioral targeting and the premium marketers pay for this, validation of in-target delivery is more important than ever. More and more digital advertising platforms claim to provide superior in-target delivery rates, but very few can actually prove this.
(6) Reach In target Audience
Regardless of the media, reach is one of the most important measures to track. Understanding which publishers provide you the highest reach and how to obtain unduplicated people reach enables you to assess whether your digital media budget has been properly allocated.
(7) Quartiles of Video Viewed
Nowadays most publishers allow tracking of video completion rates, which is great as there is a growing body of evidence suggesting that view time is strongly correlated with brand lifts. By tracking the quartiles of the video viewed, you will be able to better assess the level of engagement since quartiles are a much stronger indicator than simple impression or video complete measurement. With quartile measurement you will know what happens in between the first and last frame.
The optional 8th metric: Incremental Reach to TV
With the consumption of television forecasted to decline and the average time spent on internet forecasted to increase in Asia Pacific, measuring incremental reach of the digital video is becoming a necessity, if your campaign is also aired on traditional TV. Our research shows that it isn’t uncommon to obtain double-digit incremental reach figures from online exposure.
Aske Ostergard, Co-Founder and CEO of Decision Lab, a leading market research company, that is
headquartered in Ho Chi Minh City, Vietnam, wrote this article. To find out more about Decision Lab, its activities,
events and services, visit them on the web at: https://www.decisionlab.co