Actually there are very specific ways that advertisers can measure their ROI, without trying to measure a "view". Unfortunately I can't go into detail because we have developed & continue to enhance a proprietary system that has nothing to do with such metrics or huge budgets. The clients we engage with know how maximize any involvement in Online Video with precise accuracy.
ChristophorRick
· 6 months ago
Actually, your response is exactly what the problem is and it's thinking like that which is holding the industry back as a whole. It's great that you've developed some proprietary top secret way of doing accurate video metrics and tracking ROI. However, without telling everyone else anything about it you're basically continuing to segment the industry and deepen the rift. Ergo the industry is sort of stagnant in regards to this. Basically your comment simply proved my point and I thank you for taking the time to show everyone that I was right. Sorry, I can't go into any further details on just how you did that. :)
The major problem, how I see it, is simply that there's not an accurate and standardized way to track. As I said in the post, that means that people are not going to venture into some unknown territory and risk losing their head over it. When we have clear cut definitions and can completely track impact and ROI, then we can look to an even brighter future.
NewMediaAge
· 6 months ago
Believe me, the last thing I want to do is hold the industry back, however, just like any other company, you just can't go posting all the details that have been intensely created, developed and tested before the time is appropriate. Right now, it's the only edge we have, so why would we jeopardize that? Unfortunately, the industry will remain segmented for a variety of reasons, not the least of which has to do with outdated ideas on how to capture the market that they're after or insisting on some elusive formula that guarantees success.
In essence, a lot of what has been developed is really no more useful than what has been around in traditional media for decades, ( X viewers = Y% of potential market). This is not the most efficient method to market, especially in this century. Online is even more challenging because in many instances, the entire experience is different, which requires employing a variety of methods in order to achieve the desired outcome.
Mark Robertson
· 6 months ago
You cant go into any details? Certainly would be nice to know what you are talking about. Certainly you can give some information without giving away your "proprietary" technology, right? ;-)
We agree that ROI can be measured in other ways and that online video is successful for monetization - We are online video evangelists.
However, there does continue to be issues with the standard tracking and measurement systems currently being used most widely among marketers, agencies, and for PR. This is evidence for this as many marketers clearly do not understand the tremendous benefits if they are "pulling back" do to the recession. One cause for that must be inaccurate reporting/tracking and/or no paying attention to the proper ROI metrics.
Agreed?
NewMediaAge
· 6 months ago
At some point I will go in to more detail, however when you are under all sorts of agreements, e.g. non disclosure,etc. there's only so much detail that can be covered with out giving away years of research.
Yes, you are definitely evangelists for this medium, and you offer superb insight and information.
I do agree that there are issues with the tracking measurements that you raised, those metrics can be useful, but the problem is exactly as you stated, they clearly don't understand, simple as that. They are stuck somewhere between old media metrics, dated email campaigns, and trying to figure out how to capitalize on social media, etc. They're just not looking in the right areas.
All Comments
The major problem, how I see it, is simply that there's not an accurate and standardized way to track. As I said in the post, that means that people are not going to venture into some unknown territory and risk losing their head over it. When we have clear cut definitions and can completely track impact and ROI, then we can look to an even brighter future.
In essence, a lot of what has been developed is really no more useful than what has been around in traditional media for decades, ( X viewers = Y% of potential market). This is not the most efficient method to market, especially in this century. Online is even more challenging because in many instances, the entire experience is different, which requires employing a variety of methods in order to achieve the desired outcome.
We agree that ROI can be measured in other ways and that online video is successful for monetization - We are online video evangelists.
However, there does continue to be issues with the standard tracking and measurement systems currently being used most widely among marketers, agencies, and for PR. This is evidence for this as many marketers clearly do not understand the tremendous benefits if they are "pulling back" do to the recession. One cause for that must be inaccurate reporting/tracking and/or no paying attention to the proper ROI metrics.
Agreed?
Yes, you are definitely evangelists for this medium, and you offer superb insight and information.
I do agree that there are issues with the tracking measurements that you raised, those metrics can be useful, but the problem is exactly as you stated, they clearly don't understand, simple as that. They are stuck somewhere between old media metrics, dated email campaigns, and trying to figure out how to capitalize on social media, etc. They're just not looking in the right areas.