The difficulties of measuring analytics on digital media platforms is overwhelming. Especially since each platform tends to have different metrics, advertisers can get lost trying to quantify the impact of their campaigns. Now, YouTube has announced its attempt to combat this issue by adding three basic statistics to their analytics dashboard: audibility, unique reach, and watch time.
These stats measure important functions: audibility tracks how frequently an ad is played with sound, unique reach specifies how many individuals watched the ad, and watch time shows total seconds consumed as well as average amount of time is spent viewing the ad. Audibility in particular has become a major source of concern as most ads are watched through a mobile device. While mobile ads have demonstrated results in raising purchase intent by 97 percent, ads viewed on mobile are predispositioned to start without sound which may undermine effectiveness.
These metrics are by no account new as some brands have already been using third party sources to measure specific analytics. YouTube’s incorporation of these metrics on their dashboard is significant because it allows brands and marketers to reduce the costs of collecting these data. YouTube’s next priority is taking steps to ensure the overall quality of video content alongside which brands can run their ads. If your brand or agency would like more details on how these new measurement capabilities or native video content, contact Trending Family today.
STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months. Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]
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