Two of the most important metrics for digital ads effectiveness are (1)the completion rate and (2)the brand lift. Completion rate is the rate at which a consumer who starts the video, watches it in full. When this happens, it is more likely that the marketing message got across to the consumer. As can be expected, shorter ad videos tend to have higher completion rates. Brand lift is the overall increase in the brand's health makers. According to a Digiday and Adapt.tv survey, brand lift is the metric that delivers the higher success. This suggests that the main role of video ads is more to raise brand awareness and image than it is to drive an actual sale.
Other video ad metrics include the clickthrough rate, click per view, gross rating points, and targe rating points.
Full article here: http://www.emarketer.com/Article.aspx?R=1009514
- Vi Nguyen
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