Tuesday, November 18, 2008

Measurement, analytics tools must keep up with video media

As the latest in a series of steps that has changed the use of video and long-form footage online, Google opened YouTube up to search ads last week, allowing advertisers to tie their com­mercials to specific words entered into YouTube's search box.

Last year, the big word running around online multimedia was engagement. Everyone was thinking about a union of interactive video, microsites and branding that would capture a viewer's attention. The engagement metric was about time spent on a Web site and brand exposure.

But marketers got cold feet before tying the knot with the metric. In most cases, it couldn't properly measure the specific actions that Web navigators take, making it difficult to monetize directly from these flashy entertainment hubs or inform usability patterns on a homepage.

As we more forward the ad industry and, more importantly, the consumer has remained enthralled with is online video. In fact, the failure of engagement as a metric helped prove the value of rich media when attached to more concrete metrics, such as clickthroughs, downloads or search terms. The market for engaging online media expanded: networks began posting original content, TV became more digitized, mobile phones streamed video and more specific keywords and elegant clip-tracking abilities have become available.

Refining measurement is what this industry does best, and despite difficult economic times, next year's champions will find new ways to add measurement to media, new or old, that engage and delight consumers.

Larson note: In order for something to really get pushed usually it has to be measurable. Companies will not put money into things that don’t have a payback and the only way they really know that is measurement. Sure there is or are amateur videos floating around the web but to get quality, really quality takes money. And for that money to appear requires managed results and managed return on investment. Sit back and enjoy.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better

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