INVESTING on online video in conjunction with traditional television adverts is a lucrative trend for web entrepreneurs as they search for methods to widen their reach and connect with clients on multiple types of platforms.
The interaction can be complex considering the lack of a centralized measurement and the blossoming of the internet video industry. A study conducted in April last year by? video ad firms Digiday and Adap.TV considered the media trend alignment and provided some inputs into what companies are utilizing to gauge the impact of both television and online video.
Around 50 percent of product advertising firms surveyed in North America are certain that, out of the key ad channels, television is the one that best aligns with online video. Forty percent said internet video must be aligned more with display marketing while 10 percent said ?neither?.
The number of viewers who watched video on the internet as a direct complement to television soared six percent from last year ? perhaps signifying that more advertisers are now becoming comfortable with online video as part of the paid advertising mix.
In unified planning, 48 percent of the respondents claim that they currently plan video and ads on television together, while another 26 percent said they plan to follow suit next year.
And with planning comes the issue of gauging both channels in combination. This has so far been a challenge and according to Digiday there seems to be a consensus for a unified metric.
Seventy percent of the respondents surveyed for 2012 said brand engagement is their main video drive metric. The figure was up from 67 percent last year and only 17 percent during the previous year.
Click-throughs and brand lift were still being subjects of discussion, but appear to be less significant in finding out effectiveness in ad campaigns. Integrating and measuring internet video and television has some advantages in terms of reach, based on an October survey conducted by ad firms Nielsen and YuMe, last year.
The survey, according to online research agency eMarketer, found that with television adverts only, campaigns had more than 50 percent reach capacity. When combined with internet video marketing, the campaigns reached nearly 60 percent of clients.
Measurement is still a challenge and what product engagement signifies could be different from one online video advertiser to the next. As the market continues to expand and evolve, advertisers must be wary of the shifting trends and technologies as they fine-tune their strategies.
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