Directly addressing the vexed question of whether the inexorable rise of digital video is actually effective in driving online advertising sales, ad metrics startup BrandAds has launched its first video measuring product. Just about everyone with media jobs in internet advertising, from business development mangers to adverting sales managers, would like to get their hands on some hard data about the effectiveness of video ads. So, can the new product – BrandAds Bridge – measure up?
At last, some hard data on video for the hard-boiled business development manager
BrandAds’ co-founder and CEO, Avi Brown, is aware that more agencies and brands want to know which of their ads are paying off. And they’re skeptical about numbers supplied by ad networks and publishers, who might just have a vested interest in presenting them in a very positive light. To compound matters, the data available from third parties is very limited: what business development manager can tell from a handful of metrics like completions and clicks – data which isn’t usually available until several hours after the ad has appeared – what’s really working?
BrandAds was set up in 2011 to fix that. BrandAds Bridge, launched this month, takes the form of a series of onscreen dashboards displaying metrics like Effectiveness, Engagement and Audience. And according to Brown, it yields data in real-time (each dashboard is updated every three seconds).
A raft of measures
The dashboards rely on ‘direct audience measurement,’ meaning that a sample of viewers watching the video ads are asked to complete some short survey questions. The net result is that the dashboards reveal basic data such as how many impressions a particular campaign has generated and additional information like whether the viewers have experienced a change in their knowledge or impression of the brand after watching the ad, whether they’ve made any social mentions of the brand (and what sentiments were conveyed) and what they believe about brand safety.
Brown believes that video ad metrics have been so limited to date because “it’s such a nascent area.” But the times are changing, as any seasoned business development manager can testify: video is on the rise. As Brown puts it:
“This is about the future of television. It’s not just video on your desktop or mobile — it’s where the ecosystem is headed.”