MediaPosts "I Want Video That Is Measurable, Successful, and Totally Original! Stat!" explains some things that we should walk our clients through...
"agencies must work first to understand what the customer is thinking, how they consume various channels of content, and how they watch linear video versus streaming video.The next step is to identify the desired actions a brand wants to elicit in an online video campaign. If you are a CPG brand, it may be printing out a recipe. If you are a travel company it may be researching a hotel. We try to measure the activities our clients want and then correlate to sales, Marsey said during the Webcast.
The brands goals could be encouraging viewers to watch a video, to engage with the video, to like a Facebook page or to share a video. Marsey pointed to the recent Kraft Real Women of Philadelphia video series that drove high engagement with its videos and social campaign, and as a result bumped sales of the product by 5%.
So if online video can drive that kind of sales jump, why dont more marketers spend more money in the medium, asked Jason Krebs, Chief Media Officer for Tremor Video, who interviewed Marsey during the Webcast.
Less accountable mediums like TV still deliver a big audience so theyre not going away. Nor are marketers stealing dollars away from TV to plunk into online video. Instead, marketers are aiming to amplify their paid media spending with more earned media, Marsey said. Thats why social media has become so vital to any online video buy, because a share on Facebook is free and lets consumers do the heavy lifting.
While online video spending is growing by about 50% this year, CMOs still expect brands and agencies to bring them highly measurable ideas that are category exclusive and havent been done before."