Measuring the Impact of Online Video Ad Campaigns
Why are savvy marketers using promotional video content in their online campaigns? Because they believe that it effectively engages their target stakeholders, but they’re really not certain of the actual impact.
With online video advertising in the U.S. expected to experience steady growth — eMarketer now estimates that spending will climb from $3.1 billion in 2012 to $9.3 billion in 2016 — marketers will need to figure out how to best employ metrics to gauge the value of campaigns on a more individualized basis.
As marketers continue to expand the slice of their digital ad budget that being applied to online video, a better understanding of metrics in this area has become a key part of the process.