By James Maysonet, Head of Business Development, Videocites –
Can you actually measure the true performance of your online video ad or promotion? How effective was it? Did your paid influencer deliver? These are the challenging questions for any marketer to answer on a daily basis, yet it has become almost impossible to do so easily and directly.
The Interactive Advertising Bureau (IAB) reports that in 2019, seven out of 10 advertisers use influencers in their digital video advertising and plan on increasing their use by 9 percent. Consumer viewing demands continue to open creative avenues for advertisers while increases in marketing budgets are on the rise, seeing a 25 percent increase over the previous year. Millions of dollars are spent on social media video ads, making the ability — or current inability — to calculate ROI a top priority.
In a recent survey by Mediakix, more than 75 percent of respondents said they believe that the “inability to connect campaign exposure to ROI/ return on ad sales” is one of the top threats to digital ad budgets today.
To add to the complexity, 2019 has ushered in myriad changes in the social media marketing space that have an impact on managing marketing as a whole, from updating social media apps that streamline content delivery to identifying and managing fake followers/bots used by some influencers.
It’s no wonder there is a demand for more technologically enhanced services that can capture true audience exposure.
The limitation of some machine learning tools
The lack of an accurate viewership measurement is a direct result of the lack of capability within machine learning tools, the exponential rise of using these tools to feed AI-driven software, and the ability to track and measure the reach of video ads/ promotions.
Necessity is the mother of invention and the need to accurately measure the exposure of a video ad/promotion has fueled the development of Videocites technology across social media platforms.
“Calculating reach can be tricky enough, so it’s a welcome leap forward to have an accurate full view of how well video content is really doing,” said Liza deVilla Ameen, a marketing communications consultant. Measuring “count of views” and “shares” are critical to the industry, so much so that the Digital Marketing Institute offers a course on “How to Measure Success in Your Video Marketing Campaign” with these insights as their top measurements.
This measurement period through June 20, 2019 demonstrates that the untreated video’s reach may have been much lower than the actual activity. This creates issues for the ad agencies and marketers responsible for driving the success of the ad. It also begs the question of whether the influencer is really achieving their goals.
In a recent meeting with a major TV marketing group, it was acknowledged that with Videocites’ AdTrack, they can identify both influencers they did not know existed or fans that they did not know had influencer capabilities.
These are powerful and valuable results for an ever-changing, complex industry and AdTrack puts this data directly in the hands of the experts.
“This is the product content developers have been waiting for. Videocites patented tech allows us to track, measure and control our content almost instantaneously,” said Doug Livingston, former chief digital officer with ad agency McGarryBowen.
As we hit 2020, advertisers and marketers should consider advanced technologies in accurately measuring their video ad investments. 2020 online viewership will continue to grow, and more than 50 percent of all internet users will be on Facebook, Twitter, Instagram and Twitch, sites that Videocites is currently measuring, among others.
AdTrack is positioned in this exact spot, with the purpose of finding all designated video copies and their exposure across the web with unparalleled speed and accuracy.
It provides a comprehensive examination of both official and organic copies’ viewership breakdown per platform through time and their true effective media value, with performance reports of affiliates and potential new influencers/opinion leaders, audience interests and demographics, comments analysis, and other relevant, measurable metadata derived from all of the tracked copies.
Unlike other solution providers, Videocites does not depend on the metadata, language or the audio of videos. This technology is AI-based video tracking that leverages proprietary video fingerprinting technology to provide robust content tracking services throughout the web and other video repositories.
AdTrack went into production several months ago and has already started providing value to some of the world’s leading advertisers and content owners.