A Tip for Effectively Measuring Your Video Campaign
By James Maysonet, Head of Business Development, Videocites –
The user activity on social media is increasing exponentially every day. There are around three billion estimated social media users today, a number that will continue to grow every year. It is a no-brainer to run video ads online, given the quantity of users and their impressionability, especially that many users view a video ad before making their buying decision.
How does one measure the success of a video campaign? Is anyone measuring plan to actual performance? There are several measurements that are debated: Click-through rates, sales, impressions, shares, likes, and others. As marketers and advertisers flip between what gives the most accurate measurement, the disconnect in data expands.
To simplify the answers, why not start by measuring the true exposure of a video campaign?
Here is where the rubber meets the road, where demographics and influencer information can be identified and later, where physiographical data can be augmented. Today, organizations hire social media analysts to manually track and measure comments, likes, views, etc. for each social media platform; not only is this time consuming, but also, my experience in data analytics has proven that the human generated data can be riddled with errors let alone unscalable. There are companies that offer their services to measure the various debated measurements, but none offer measuring the true exposure of a video.
Videocites is an analytics company that has built the first commercial AI-based video-by-video search engine in which the query is the video itself. State-of-the-art computer vision and deep learning technologies inside enable tracking the toughest video manipulations with extremely high accuracy and without false detection. One of its products is AdTrack, designed to help marketers and advertisers measure the actual exposure of promotional content by tracking all of the copies that are re-uploaded and aggregating the engagement around them on each social network.
In a recent test, Videocites ran AdTrack to measure the actual performance of an M&M ad on social media we wanted to calculate the organic boosts (organic boosts refer to re-uploads of a video Ad that are performed proactively by audience and boost its exposure and distribution organically). Below is the graphic of the results measured. In this example, the actual views were close to a million times higher than what the marketers had calculated.
Marketers, advertisers, and consumers are all engaging on social media and, with 10% of those platforms are the preferred go-to sites for video ads, how can organizations continue to depend on manually counting the data points and keeping up with the pace of ads, platforms, and views?
My career in M&E has been focused around streamlining business processes, from supply chains, to data, to road-maps, all with the intention of transforming an organization’s ability to solve business problems by leveraging technology.
Videocites’ technology solves a major business problem: the capability to actually measure the performance of a video campaign with unmatched scale, speed, and accuracy.
In closing, here is a tip. Start with the accurate measurement of actual views, likes, copies, and shares compared to what was planned for that campaign. From there, many of the answers to your questions will fall into place. For example, who are these people, what is the rate of growth, and how can we use them in our next campaign? Videocites has the answers to these questions.