8 Essential Video Ad Metrics

Whether you’re using video on your website, social media, or in an email, video ad metrics can give you great insight into how you’re doing.

YouTube, Facebook, SnapChat, Instagram, or a variety of other social media channels, are platforms where video shines as a powerful means for advertising and marketing.  According to 17 Production, 60% of people prefer video over reading text.  YouTube reports that video watching on mobile devices is growing 100% every year.

There’s a very good reason why 93% of marketers are using video in their campaigns today – video sells.  Diode Digital tells us that video promotion is 600% more effective than print and direct mail combined. But how do you know whether your video efforts are optimized?

Certainly your sales is the most important metric, but what else should you measure?

  1. Interactivity is a means to higher engagement.  Your audience prefers to be involved, rather than just passive observers.  If you want to see interactivity in action, look at this video by Coldplay that won the 2015 Webby Award for Best Use of Interactive Video.
  2. Just like with blog posts, shares are a good measure of effectiveness.  If your video content is shareable, it’s definitely made an impression on your audience.  Here’s a metric within a metric: according to Invodo, 92% of mobile video watchers share videos with others.  Is your video being shared?
  3. Vidyard reports that 71% of marketers say that their conversion rate is higher with video than with any other form of marketing.  The bottom line is the most important line, so how does your conversion rate using video compare with your other forms of marketing?
  4. eMarketer tells us that American adults watch on average 5 hours and 31 minutes of video every day.  Total time spent watching, or simply watch time, is an important metric to watch.  Are your videos being watched all the way through, or are you losing your audience at some point in your videos.  This is important information to know.
  5. Video views is an important metric, but not as important as watch time.  A view is counted when someone has watched 30 seconds or more of your video, or anything up to 30 seconds for a video of 30 seconds or less.  Knowing how many people clicked to play your video tells you about your general interest level, but if those views aren’t leading to more traffic, leads, and sales, you have some more work to do.
  6. Video has the highest click-through rates of any digital ad format.  The average is 1.84% according to BusinessInsider.com.  Use this figure as a benchmark for your video marketing.  Video ads average three times as many click-throughs as other ad formats.
  7. Cost per View (CPV) is the video equivalent to Cost per Click (CPC).  They’re both extremely important metrics for online advertisers.  CPV or CPC measures the expense that each click costs the advertiser, so, the lower the CPV or the CPC, the cheaper or more extensive the ad buy.
  8. Impressions are counted every time someone views your ad regardless of how long they viewed it.  In fact, someone may see a video on your website, or Facebook, or wherever, and not click on it, but if they “saw” it for two seconds, it counts as an impression.  You can see why this is not as important a metric as the seven metrics above.

Invespcro.com projects that 74% of all internet traffic in 2017 will be driven by video.  As you plan for 2017, does video have a prominent place in your advertising and marketing mix?

As always, I welcome your comments and questions, and your likes and shares.

3 thoughts on “8 Essential Video Ad Metrics

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