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Each issue of CMO Close-up features an interview with a CMO, as well as other marketing executives answering that issue's "Big Question."
This week's feature:
Close-up with Laura Howard, CMO, ECI Telecom
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How do you measure ROI on online video?
Story posted: October 28, 2009 - 11:56 am EDT
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Kelly Quinlan, director-online marketing, Sage North America
“For us, online videos are brand ads. We do not measure ROI on brand ads. Ultimately, we want to move brand recognition in awareness and consideration for Sage. We have not done any direct -response, ROI-oriented online videos to date.”
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Pam Didner, global integrated marketing manager, Intel Corp.
“There are two ways we measure online video. We syndicate our online videos across multiple sites—YouTube, Digg and other sites. The difficult part is measuring the number of video views across multiple sites. The next level is measuring time spent watching the video--did they finish watching the video?--and tracking the next step. It is challenging to track the next step when you are syndicating online videos to 10 or 20 different sites.”
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Michael Paradiso, VP-integrated media and sponsorships director, CA
“We look at video relatively the same way we would for other marketing initiatives: Was the content compelling, and did it fit against our target audience? We value engagements in video as a key metric and did the viewer take action from that video content, i.e., download other assets or respond to the offer that may have been part of the video. Certainly metrics such as initial click-throughs or time spent are important components to capture as well.”
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Mike Savage, senior VP-marketing, Merkle Inc.
“Video content for Merkle is all about increasing the user experience and tends to be part of a bigger, more robust strategy to engage the marketplace. As a b-to-b marketer that targets the Fortune 1,000 client set, we view video as a great tool to bring to life some of the more esoteric and complicated topics of marketing and strategy. Ongoing ROI around Merkle's video content tends to focus on engagement, interaction and frequency, bringing to life our customers' stories in a meaningful way. The ultimate performance metric and questions that we spend a lot of time on are: driving incremental positive effect on customer buying cycles and sales pipeline; gaining positive brand effect; driving more clicks and page views; and, ultimately, inquiries about our services.”
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Bob Kennedy, director-global marketing programs and advertising, McAfee
"We are using online video as a way to attract and engage people. The challenge is, online video can be very expensive, and there is not an immediate ROI. It is a longer-term awareness ROI. We measure average time spent on site, number of video views and post-video actions. For example, did they download any documents after watching the video?"
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3 Comments
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Chris Savage
Wistia - co-founder
October 28, 2009 03:36 pm
The key is measuring the video in a way that aligns with your goals.
If you're trying to educate and qualify leads, you want to know who watched the video and how much they watched. If you're driving brand awareness it makes more sense to focus on overall engagement and total views.
At Wistia, we see a combo of people tracking individual views (ex. http://bit.ly/3uTTIE ) and looking at aggregate data to accomplish all those goals.
- chris
p.s. senior VP-marketing at Merkle, you sir have a killer name!
Beryl Stajich
GI Business Solutions, INC.
October 28, 2009 04:07 pm
Whenever measuring the impact of advertising and/or merchandising program, I believe it is essential to put in perspective the market environment in which the add/program was launched.
That is, as marketers, we do not place ads/introduce programs in a vacuum. There are always competing voices and activity out there. Therefore, we like to utilize a factorial design whenever possible where a pre/post vs. test/control measurement process is utilized in evaluating the metrics (frequency, reach, persuasion, robustness of engagement, etc.). Regional feeds are best to pilot with, because you can match control markets to the test areas.
This applies to online as well as any other type of media. Of course w/online activity and social media, regional feeds are more complex, but workarounds can be achieved
Rick Martin
SellPoint, Inc. - CEO
October 28, 2009 04:50 pm
For consumer product marketers, ROI from the use of online video is often best delivered at the point of sale.
Online video is ubiquitous across a wide variety of venues, and online shoppers have also come to expect a rich and engaging “why to buy” story.
Our company integrates video “product tours” on the product pages of popular online shopping sites, converting an otherwise static image and copy into an engaging sales story, told only to shoppers while they are shopping.
We measure the ROI for our clients and retail partners in terms of opt-in engagements, time spent viewing, and most importantly, increased sales conversions; both online and in-store.
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