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Click-through rate is the top method of measuring video ad success, cited by 39% of video advertisers in the US and Canada, ahead of actual product sales (38%) and visits to the brand website (35%), according to [pdf] a December 2011 study from Break Media. Data from “Digital Video Advertising Trends: 2012” indicates that other popular metrics include brand awareness or recall (30%) and video completion rate (29%).
Roughly 1 in 5 video advertisers use reached target audience (22%), social engagement (20%), time spent watching video (19%), number of times video was viewed (19%), and intent to purchase (19%) as methods of measuring the success of their video ads. (more…)
