O'Reilly logo

Beyond Viral: How to Attract Customers, Promote Your Brand, and Make Money with Online Video by Kevin H. Nalty

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 11. Measuring ROI and Performance of Online Video

In this chapter, you will learn:

  • That online video, while not as data-driven as paid search, is far more accountable than print and television.

  • How to hold online video accountable to your business goal—whether to increase awareness or drive direct response.

I am always amused by marketers' instinctive ROI (return on investment) questions about any medium that is new to them, or that they don't understand. Typically, I translate their "What's the ROI?" inquiries to "Please convince me I'm not wasting money, and that this might help me hit my forecast." I have used various ROI models to demonstrate the impact of a campaign, and typically support it with real data (views, engagements, visits to web site), with various assumptions from a client (likelihood of a web-site visitor to purchase, lifetime value of new customer).

Online video works best for brands trying to increase awareness and to buzz efficiently, and sometimes for direct-response campaigns (like effectively driving traffic to a web site or helping sell products that cost more than $50 or $100).

There are some brands that are a bad fit for online video because: (1) their target audience is so specific that even a well-targeted campaign would be inefficient, or (2) their service or product is available only in a specific region.

Online video is not yet an efficient vehicle for targeting individuals in a specific city or state.

There are several types of clients I have turned ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required