The above video interview is from the Advertising Research Foundation Audience Measurement conference.
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The wealth of metrics available for digital media performance assessment has a flip side. “The things that you can measure are not necessarily those that will drive your business,” observes Stephen DiMarco, CMO of Compete. “So, you have to be careful about what you focus on.”
DiMarco speaks of defining success metrics within the context of industry sectors and individual brand niches. He warns media planners not to default to coarse demographic proxies. Based on social media and search behavior around particular products and/or brands, as well as data on other web visitation, the sites where a target audience is active can be rather well projected.
That’s the good news. On the flip side, while data can indicate whether video virality has contributed to conversions, there are nothing objective to describe how a video goes viral in the first place or why some viral videos lead to further engagement while others don’t.
Additional topics on which DiMarco offers insights are how brands should resist the temptation to leverage their TV content as online video assets; publishers increasing their research budgets to help advertisers make more informed decisions; and GRP probably not being the right metric for online video.
