Terminologies
in digital video landscape are fuzzy when it comes to metrics and
what they implicate of success or failure of the video. In fact, they
have become complexities in the digital advertisement industry
without a concrete definition of their own. For instance, what can be
the Conversion rate for an online video? The ratio to comments per
video to overall followers? What is the amplification rate? The
ration of numbers of shares to followers? Yes, they may be termed so,
following the normal meaning of such concepts pertaining to digital
advertisement of other formats. However, their relevance in measuring
the impact of videos into the brand is complicated.
The
definitions in the industry are not consistent. There is a need of
standardized definition of the common concepts, which is yet to
surface out. For instance, YouTube considers its videos as viewed
after 30 seconds, but the same for Facebook is only 3 seconds. Now
the issue is, what is the value a brand is reaping in just 3 second
of its view. While, it spent quite a money in the process following
the criteria. Here, there is no way for the brand to find out if
consumers actually engaged with the video in the three second time
gap. Furthermore, in Facebook, there is no need of a physical click
on the video to watch it. It begins automatically when the scroll
over is paused at the video. The process, however, seems to generate
better viewership, but the impact is still fuzzy when it comes to
impact of the video.
The
same is with the definition of engagement. An engagement with video
advertisement is hard to define. It is not only the time a user
settles the view, there should be some interaction. Now this
interaction is supposed to be a physical click or a comment, an
upvote or a like, but the emotional appeal is never to be ignored.
The user might get attracted only by viewing the video. A comment or
an upvote is not always the criteria of success of the video.
Physical interaction might not be always of such relevance when it
comes to video advertisement.
Thus,
standards are what the video advertisements need in the current
industry. There are many publishers network supporting brands
with video contents. Metrics is always important to trace out the
outcomes of any marketing strategy. The video ad industry much work
to achieve a consistency in standards and definition of its
terminologies.
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