Online video measurement
I just came from the Comscore online video advisory meeting. Surprisingly, I’ve been thinking about online video measurement ever since.
A lot of people at the meeting were focused on developing advertising ROI metrics for online video. It occurs to me that there’s a problem with this. We don’t have accurate measurement of reach and frequency for online video yet. How can we say how effective advertising in online video is if we don’t have accurate third-party audience measurement?
We need to attack this problem one step at a time. In layers. The first step is developing an accurate third-party accounting of audience size and number of views on per-distributor and per-show levels.
Armed with this accurate audience measurement we can develop tools and formulas to convert Internet metrics into metrics that CMOs are used to: GRPs and TRPs.
Having done this, we can begin to measure the effectiveness of in-video advertising.
Ultimately the goal should be to get to a simple formula:
Dollars Spent/(Audience*ROI Metric) = Results
Totally agree. Need 3rd party.
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moth liked this
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tootwo reblogged this from mikehudack
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jpbrunelle reblogged this from mikehudack and added:
Totally agree. Need 3rd party.
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tanya77 liked this
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christinebeardsell reblogged this from mikehudack and added:
Yes, this is part...it. But there is a whole other layer which is more important to
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lauterthanbombs liked this
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mikehudack posted this
