Online video represents a new frontier for the modern marketer—one that is full of opportunity but also full of pitfalls and challenges. In the age of digital, video viewing is flawed on multiple fronts. For one, measurements are flawed. In fact, the metrics that marketers relied on to substantiate video investment continue to be proven to fall short. Both Facebook and Google have had to admit to shortcomings in performance metrics and measures. Then, there are new questions around whether videos are being viewed in the manner that marketers intend for them to be seen…or if they are being seen at all.
Not only are the metrics failing, but the standards put into place to gauge success are flawed. Take, for example, the IAB standard for viewability, which is currently set at 2 seconds with 50 percent of the content in view, with the sound off. Marketers are also acutely aware of increasing dangers around brand security as recent incursions, negative adjacencies and offensive targeting campaigns have thrust video advertising front and center in programmatic debates.
Too often, online video is viewed as a less expensive commercial to replace costly television buys. But customers are responding to video when it is used not as a cheaper replacement channel, but as a continuous engagement. Online video needs to be re-defined, finding a place within a complex marketing technology stack with a re-thought and comprehensive strategy that merges data-led intelligence, intentionally created content and an expectation that video—leveraged across all stages of the buying journey—will deliver deeper advocacy, connection and accelerated action by the customer.
To address issues around optimizing online video performance and establishing new strategies, metrics and opportunities, the CMO Council, in partnership with Viral Gains, will conduct new research to assess where and how marketers are leveraging video at every stage of the customer experience.