The Big Debate: How to Measure Video Ad Effectiveness

Uvidi Presents a Framework for Evaluating Video Effectiveness

 

We have built Uvidi into a growing and compelling video destination, and are committed to delivering premium video content, user verification through proprietary technology and third party validation, as well as world-class distribution.  Uvidi provides a great experience for users, a brand safe environment for our partners and maximum ROI for our advertisers.

 

At Uvidi, we recognize that brands need a way to evaluate video effectiveness. In fact, an industrywide debate is underway. Organizations such as the IAB, Nielsen and Adap.tv have established the 3MS Council and the Video Viewablity Consortium to address this issue. Some constituents propose that “viewablity” should be the defining metric to evaluate ad effectiveness. However, viewablity as it’s been defined for TV and display cannot be applied to digital video, which is a unique format with distinct differences. Similar to search, digital video is a responsive product that should be measured based on campaign effectiveness and completion of an action.

 

We caution against using viewability as the determining factor of measurement as it is limited in scope and fails to take the unique attributes of digital video into account. While the practice of measuring viewability delivers a form of measurement, it’s just a starting point.

 

We believe that there are far more relevant measurements that should be considered. As such, we’ve created a layered framework to help brands evaluate video effectiveness.

 

Audience Verification: Uvidi’s audience is validated according to our parent company, NTENT, Security Integrity Process (SIP). SIP utilizes data and human verification technologies to form a hybrid approach that provides a more comprehensive and fair evaluation of user verification than what is possible when the decisions are solely left to computers to select. SIP strongly differentiates Uvidi from sites that are reliant on random clicks.

 

Exposure: To conduct a proper effectiveness assessment brands need to consider exposure. Exposure includes: video player visibility, audience reach and video completion rates. Comscore’s recent research on this subject shows that ad views and hover time strongly relate to conversion. Furthermore, Econsultancy’s study finds that there is a positive correlation between brand recall and video completion rates.

 

Campaign performance: Brands must go beyond clicks and impressions and look at post-view data such as site visits, request for information and purchases from users that were exposed to videos ads but didn’t click at the time of viewing.

 

Uvidi is built upon the above framework and is committed to providing a superior standard of measurement and a best in class experience for consumers.

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