Measuring the success of an online video campaign is often tricky and subjective work. Are you trying to sell a car for an auto dealership? Provide a survey for political candidates? Generate a lead for a local realtor? Educate the public about simple steps to detect cancer? All are within the realm of possibility for online video content.
With the rush to produce volumes of content for the viewing audience to capitalize on the spectacular growth and popularity of online video, measuring video engagement is critical. Production, bandwidth, and marketing to produce, publish, and promote videos are significant costs. Ultimately, whether or not the video is successful depends on your goals. If you want to educate the audience about cancer screening, how many people went to the doctor after they discovered a potential health issue? How many people walked into the local car dealer? How many people participated in the survey? How many people scheduled an appointment with the realtor? Using current measurement tools, these metrics are difficult to determine.
In the early days, CPM (“views”) was the best key performance indicator. Success of a video was determined by how many people watched it and whether or not they watched it all the way to the end (“Rate of Abandonment”). With the advent of advertising pre-roll videos, the next KPI became CTR (“Click-Through Rates”). This data shows how many people went to visit the automotive dealer’s website, the realtor’s online profile or the cancer center’s web page. However, it still did not provide hard data on how many people walked in the door, scheduled appointments, or qualified as leads.
Enter interactive video. Interactive content provides multiple opportunities for clicks to products or objects of interest shown in video content—from directly within the video itself. Dramatic increases in CPMs, CTRs and time spent on the page were achieved. But content creators still wanted more.
Obtaining lead generation through video is the Holy Grail of online marketing. Several different methods have been tried, such as email gates. Gating requires the user to fill out a form with their contact information (name, email and/or phone) before video content plays. This can have limited success, as long as the content creator provides clear value before the video is presented (see https://www.vidyard.com/blog/video-marketing-using-video-lead-generation/)
However, the most effective way to motivate a viewer to provide their contact information is to catch them at the point in the video of highest interest, converting passive watchers into active viewers. This provides a wealth of actionable consumer data for the advertiser or content creator, that demonstrates the true success of the online video’s goals to advocate products; inform and engage the viewer; or educate the audience. Viewers are much more likely to complete a survey if the option to indicate their candidates of choice appears adjacent the video content precisely when the candidate appears inside the video. The viewer will act on their impulse to schedule an appointment with the realtor if you catch them at the moment when they see the best feature of the home.
At Clixie Media, we provide a simple and easy-to-implement tool that motivates the viewer to schedule appointments, call the store, chat with the sales rep, or provide their email. We continue to find innovative ways to engage your online audience.
Please visit www.clixiemedia.com for more information or email firstname.lastname@example.org.