Origami Logic’s “Now You Know” blog series answers common questions and “how to’s” for marketing measurement best practices. This series features subject matter experts, guest authors, and Origami Logic team members to provide solutions and insight into marketing must-know topics like agile marketing analytics, campaign performance measurement, video ad campaigns, marketing KPIs, and marketing attribution. Learn how to address these topics and leverage the Origami Logic platform features to master marketing performance measurement and maximize your marketing investments.
In this post, learn the right marketing KPIs for your digital video ad campaigns, how they differ across channels, and what steps you should be following to master measurement of metrics to prove ROI.
For digital video ad campaigns (perhaps more so than any other marketing campaign), it is imperative to understand the metrics available in order to create a measurement foundation and prove ROI. The vast variety of engagement metrics available for digital video ad campaigns can be overwhelming, and we’re not just talking about views. If you are using views as the main indicator of your campaign’s success, you are missing an opportunity to capture your brand and its campaign goals within your KPIs.
To better help you build KPIs that align with your brand goals and enable accurate measurement of ROI, we have broken down a step-by-step guide to measuring the most common — and complicated — video ad campaign metrics. By following these high-level steps in conjunction with our Insider’s Guide to Video Advertising, you will be well on your way to driving a successful digital video (DV) ad campaign.
Step 1: Establish your brand marketing goal
If your marketing goal is conversions, there are metrics such as cost per completed view and cost per action that allow you to focus measurement on conversions. Likewise, if your goal is engagement or awareness, implementing tailored metrics and corresponding third-party party technologies (like brand insight tags, for example) enables you to get accurate measurements. With a concrete goal for your campaign, you can create personalized, video-specific benchmarks, maximize your budget, analyze results in-flight, and make adjustments to creative accordingly to ensure the campaign is on track to achieve that goal.
Step 2: Understand how key KPIs vary across publishers and platforms
One piece that is often overlooked is that publishers’ definitions of video-specific metrics do not always match up with the industry metric definitions, making it difficult to normalize your marketing data to different publishers. Facebook defines an impression differently than Twitter does, and YouTube defines cost-per-view differently than DoubleClick does. We’ve created a side-by-side comparison of industry definitions and benchmarks for video-specific KPIs, so you can factor these differences into your decisions.
Furthermore, platforms and devices provide very different user experiences, and the metrics used to measure those experiences should vary accordingly. A tag tracking for a mobile device tells a different story than a tag for a desktop, and pinpointing these differences is a step toward an all-encompassing view of ad performance.
Understanding the variances in definitions and taking them into consideration allows you to more confidently determine the most powerful and cost-effective way to optimize toward your brand goal.
Step 3: Build creatives that support your KPIs
Once you gain a deeper understanding of the crucial interplay between the selection of KPIs and alignment of brand goal with measurement of metrics, you can then optimize your campaign in real-time. Today’s innovations in ad formats and delivery allow you to measure and analyze your metrics closely, which is a huge advantage. Creating a proper foundation for metric measurement and campaign reviews allows you to test what works and what doesn’t on a small scale before releasing to a huge audience. With video creative being the absolute core of a DV campaign, this critical learning experience can shape your campaign’s success.
Our full insider’s view on planning a high-performance video ad campaigns dives into best practices, common pitfalls, building creatives that support your KPIs, reaping the full benefits of accurate measurement, and much more. From choosing the right channel and format, to targeting your audience and delivering the message in a way that addresses viewability, this guide will help you develop a process for campaign measurement and optimization across-the-board.