Subscribe
Call us: 623-806-1212

Is video marketing working? Measuring results.

Is the money we’re putting into online video making an impact?

From: ThinkWithGoogle.com

Online video is undeniably one of the key areas of focus for marketers in 2015, as well as for the next few years, because spending on desktop online video alone is projected to grow 21% every year until 2019. But as that spend increases, so does the need for brand advertisers to justify budgets and answer questions such as the one above. You need to knowthat video is an effective way to connect with your audiences—and that its impact can be measured.

For online video platforms such as YouTube, engagement metrics (for instance, views, likes, shares, comments, and watch time) provide a basic barometer showing how an audience responds to videos. These metrics are important because they help to inform strategies as well as the content of the video ads. The result—hopefully—is quality content that the audience finds useful, entertaining, and shareable. Creating things that an audience likes is only part of the job, though. The effectiveness of an ad campaign is also evaluated by how it affects brand metrics such as awareness, perception, and audience interest.

Gaining insight into these metrics has been tricky, however. In the past, you’d put money into a campaign and get feedback in the form of clicks and views. But you could never really be sure about its brand impact without expensive, time-consuming testing, and sometimes those results wouldn’t come in until the campaign was over. When it comes to YouTube ads, that’s no longer the case: Google’s Brand Lift solution allows you to gather brand metrics about YouTube ads in a matter of days. Advertisers across a variety of verticals have used the tool to test and optimize their online video content.

Here we present the results of different meta-analyses that show how YouTube ads are performing for advertisers and what that means for how you should rethink measuring your online video campaigns.

Near real-time data shows the impact of YouTube ads

Quick access to information about brand metrics can shift the way you perceive video content. That’s because you can now tell whether the audience likes the content (with engagement metrics) and if it’s making an impact (with brand metrics). Most important, if the content fails to measure up, finding that out in near real time means you can react and optimize quickly to get the most out of your online video spend.

After analyzing around 50 campaigns from Fortune 100 brands and category leaders running on Google Preferred (some of YouTube’s most popular channels), experts at Five Channels found out that 94% of the campaigns drove a significant lift—an average of 80%—in ad recall. We also found that 65% of Google Preferred ads saw an increase in brand awareness, with an average lift of 17%. This is particularly impressive considering that the brands in the study were already well-known.

Call our office today to create a targeted video where buyers can literally purchase right from your video OR obtain more info without leaving your video! 623-806-1212

For  more information on this topic visit: https://www.thinkwithgoogle.com/articles/youtube-insights-stats-data-trends-vol10.html?utm_source=2015-06-think-confirmation&utm_medium=email-d&utm_campaign=confirmation-TWG&utm_content=TWG1&mkt_tok=3RkMMJWWfF9wsRols67JZKXonjHpfsX66eUlUK%2BylMI%2F0ER3fOvrPUfGjI4CTsBlI%2BSLDwEYGJlv6SgFTrDBMaN2wrgLXhY%3D

 

Latest Blog Posts

Address

13430 N Scottsdale Rd #103
Phone: (623) 806-1212
Fax: (623) 806-1213
Website: http://BetterBusinessTogether.com
Email: info@BetterBusinessTogether.com