In today’s media landscape, a strong digital campaign is an important component of any media strategy, and something we always strive to include in our recommendations. There are a lot of ways to measure how effective digital campaigns are, because they provide us with the most advanced analytics for tracking and performance we’ve ever seen. The most straight-forward metric is “click-through rate” – that’s the number of clicks versus the number of impressions, displayed as a percentage – and it’s the metric we’re asked about the most.
Clicks are an important measure of importance, but there are other ways we measure importance. For example, how do you measure how well a pre-roll video campaign is performing when video gets some of the lowest click-through rates of any paid digital media? One way we like to measure is “completed video views” and “view-through rates” (how many people watched a video and went to our client’s website at a later time). We also use Google Analytics to track website lift while we’re running all of our media campaigns.
Another thing we remind our clients is that video – both content and ads – should be treated as an extension of television. This was recently addressed in a study by Nielsen, commissioned by Google. The study found that “People who view a TV program’s content on YouTube are more likely to tune into the actual show.” Put another way, “TV reach seems to drive YouTube engagement, and in-turn, YouTube engagement drives TV reach.” Nielsen found that there was an 18 percent increase on TV for leading talk shows among an audience that watched YouTube content of the shows.
For our clients, this helps underscore one of the main reasons we recommend pre-roll campaigns along with other media – we’re increasing the reach and frequency of our message, and people are watching in record numbers. The people who are watching the programming we buy, which is largely selected based on our Nielsen research, are more likely to be watching content from those programs on YouTube and see our ads again – and conversely, the people who discover the programming we buy while watching YouTube will have seen our ads before ever having tuned in.
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Media Solutions is California’s premier media buying agency specializing in research, planning, buying, and implementation for all media. Located in Sacramento, the heart of California government.
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Sacramento, CA 95825