Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Measuring mobile video beyond the click-through rateBy Lauren JohnsonNovember 2, 2012A recent mobile video from McDonaldsBrands such as Tide, McDonald‘s and Snickers are steadily incorporating mobile videointo their overall initiatives to drive awareness and sales. However, marketers need to bedigging deeper into the analytics around their campaigns to gauge success.Given the immersive qualities of video on a small screen, it is not surprising that mobilevideo click-through and completion rates are high for the medium. Simply knowing that aconsumer 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 brandstudies on mobile audiences both pre and post exposure,” said Nikao Yang, senior vicepresident 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 toplevel-engagement metrics like click-throughs but also recommend that our clients lookbeyond the click and do a deeper dive into granular data like time spent and actionsperformed on the destination site before exiting the ad experience,‖ he said.―Also, with social becoming such an important part of a brand's key performanceindicators on campaigns, we actively recommend that brands look beyond the "Like" andactually develop an action plan with CRM tools that can help them activate these mobileconsumers who have raised their hands and clicked through to the brand's Facebook pageto ―Like‖ the brand.‖Mobile measurementMobile video tends to be cut shorter than other video formats to best capture mobileusers’ 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, AdColonyrecently commissioned a study with Nielsen Co. and Ignited that looked at howconsumers responded to an ad for Universal Pictures‘ film ―Contraband‖ when mobilecomponents were thrown in with a television spot.The combination of TV, tablet and smartphone mediums resulted in a 72 percent increasein purchase intent in consumers interested in buying tickets for the film.166