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 ...

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