Measuring mobile video beyond the click-through rate
November 2, 2012
A recent mobile video from McDonalds
Given the immersive qualities of video on a small screen, it is not surprising that mobile video click-through and completion rates are high for the medium. Simply knowing that a consumer watched a video is not indicative of what a consumer did after the clip ended, though.
“Measuring ROI on brand-building campaigns can be done by performing brand studies on mobile audiences both pre and post exposure,” said Nikao Yang, senior vice president of new business development and marketing at AdColony, Los Angeles.
“For campaigns with the goal of driving an action, we measure ROI by looking at top level-engagement metrics like click-throughs but also recommend that our clients look beyond the click and do a deeper dive into granular data like time spent and actions performed on the destination site before exiting the ad experience,” he said.
“Also, with social becoming such an important part of a brand's key performance indicators on campaigns, we actively recommend that brands look beyond the "Like" and actually develop an action plan with CRM tools that can help them activate these mobile consumers who have raised their hands and clicked through to the brand's Facebook page to “Like” the brand.”
Mobile video tends to be cut shorter than other video formats to best capture mobile users’ short attention spans, meaning that consumers have less time to take an action.
To dig deeper into how consumers react to these short pieces of video content, AdColony recently commissioned a study with Nielsen Co. and Ignited that looked at how consumers responded to an ad for Universal Pictures’ film “Contraband” when mobile components were thrown in with a television spot.
The combination of TV, tablet and smartphone mediums resulted in a 72 percent increase in purchase intent in consumers interested in buying tickets for the film.
The study also found a jump in brand recognition. Fifty-five percent of the consumers who only watched the TV ad remembered the ad afterwards. When the was ad shown across TV, smartphone and tablet platforms, 93 percent of consumers remembered seeing the ad, which is a 69 percent increase from the sample group of TV-only consumers (see story).
A mobile video ad from Scion
“Mobile video advertising is effective for both brand building and driving an action,” Mr. Yang said.
“It brings together the best of both worlds — an HD TV viewing experience coupled with the interactivity and actionability of online,” he said.
“Leveraging mobile video for brand building is a great option because of mobile's reach and ubiquity among consumers. At the same time, mobile video is well suited for driving calls-to-action for interaction and engagement.”
Multiple touch points
According to Ujjal Kohli, CEO of Rhythm NewMedia, Mountain View, CA, there are five main measurement metrics around mobile video.
Completion, engagement, context, brand lift and attribution metrics are all important to look at.
Completion and engagement metrics include click-through rate but also pull in other factors including completion rate, frequency distribution and time spent inside an ad unit.
Context metrics answer the question, “How premium is the context around which the ad is running?” Context is key to developing relevant mobile advertising for consumers and can be particularly important for high-class brand advertisers, according to Mr. Kohli.
Brand lift metrics measure factors such as brand recall and preference.
The last type of metric — attribution — measures purchase rates that can be tied directly to an ad. Depending on the brand, this could arguably be the most important metric for retailers and brands that want to tie a mobile video directly to sales.
Therefore, it is key to keep calls-to-action prominent and clear on the ad units.
Victoria's Secret recently used mobile video to drive in-store traffic and online sales
According to research from Rhythm, mobile has a leg up over online as far as completion rates go. The company claims that its mobile video ad unit average an 89 percent completion rate compared to a 68 percent completion rate from online units.
Additionally, tablets are playing a major role in how consumers swap out their TV sets to watch digital video, which has implications for how brands allocate their marketing budgets.
Per Rhythm’s newest report from the second quarter of 2012, 58 percent of tablet users watched videos and shows more than once a week on their devices. Eight percent of consumers said that they watched video once a week on their devices, and 22 percent of users watched videos less than once a month on their devices (see story).
“Any brand that is advertising on TV would be wise to advertise in mobile video as well,” Mr. Kohli said.
“While traditional TV advertising is limited to pure branding, interactive mobile video ads can deliver branding, consumer engagement and sales,” he said.
According to Michael Burke, cofounder and president of adtivity by appssavvy, New York, brands need to track a user’s every move inside a mobile video ad to get a grip on how campaigns are performing.
“We are breaking up video views by the second to see how many people view it in its entirety, to how many dropped off every second along the way,” Mr. Burke said.
“In looking at these metrics, advertisers can understand which audiences are watching the longest as well as what people are doing when they are most likely to complete the video,” he said.
Additionally, timing is critical to find a way to incorporate a mobile ad in a way that is not intrusive. Therefore, placing a video around contextual content can help marketers drive ROI on their campaigns.
“With mobile it is key that video is not interrupting the experience, but rather complementing it,” Mr. Burke said.
“The call-to-action, such as add to Passbook or calendar, find a movie time or register for an event are all possibilities if they are presented at the time that someone is in the mindset to complete such an activity,” he said.
Lauren Johnson is associate reporter on Mobile Marketer, New York
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