With online video advertising budgets set to rise 22% globally in 2015, campaign managers and ad agencies are getting well-acquainted with the metrics of importance and how they interpret success.
On video, the key goal could range from a measure of engagement, brand recall or even the amount of times a clip drove a purchase. For ad agencies, the key is to work alongside clients to outline what makes a success or failure, and to tailor a campaign around the target in mind.
Yahoo-owned programmatic video advertising platform BrightRoll looked into various ways of defining success through the channel with its UK Agency Survey for 2015, finding that simply gaining views is more than enough reason for marketers to be happy.
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