The question video marketers continuously ask themselves is “What does a successful video campaign look like?” Marketers must identify what type of data can properly evaluate video performance not only for efficiency but also for learning actionable insights about their audiences.
The first thing brands need to do is answer questions to better understand their audiences. Who are they trying to reach? What devices do they use? What do they care about? Do they engage with video ads? These are all indicators that can help ensure you’re reaching and resonating with your target audience.
By offering audiences more opportunities to engage, the more data brands will gather to determine what their audiences want to see more of, and what may need to be optimized. For instance, brands can expand on their basic pre-roll videos to include games, quizzes, video galleries, and any other interactive or dynamic features that encourage audiences to participate and spend time with their brands. From there, brands can analyze which facets of the advanced video were most popular to better pinpoint what their audience is interested in.
A brand’s video marketing platform is the best resource to better measure video performance and find the actionable next steps amidst the numbers. Advanced reporting can include engagement rate, completion rate, and time earned (or additional time that audiences spend interacting within an advanced video, on top of the time spent with the pre-roll). Dashboards that show these types of data can make or break performance analytics on video campaigns. These metrics provide concrete numbers, but they also tell a story about how consumers feel about a brand and how much value they find from their video content.
Another way to look at these advanced metrics is to use them to determine if a video ad raised any brand awareness or not. One of the most important indicators is if an audience remembers viewing your ad—even only an hour after watching it. Did they watch the entire video? Did they continue to interact with the advanced content? When the answers to these questions are yes, this generally means the brand’s messaging influences the consumer—whether it be towards brand loyalty or to make an actual purchase.
Video marketing is becoming one of the most popular ways to engage a brand’s target audience, and will only continue as innovations in technology allow for more advanced personalization that brings even more relevance and value to audiences. However, in order for brands to see the value of their marketing efforts they must have the correct analytics and data measurement tools.