The first thing most marketers want to know about their new ad campaign is how many consumers are paying attention to the content. For online display campaigns, the industry standard for measuring success has been the click-through rate (CTR). But as the online video display sector grows more popular, some industry experts are coming up with more specific metrics to help marketers improve campaign measurement.
TidalTV, a video advertising network and solutions provider, recently published a white paper that encourage marketers to consider several factors when determining the success of an online video ad campaign. The company’s research has found that specific age groups are more likely to click online video ads. These include teens who are 15–17 years old and consumers who are over age 65, two groups with more than an average amount of free time.
It has long been known that email open rates are higher on specific days of the week. The same holds true for clicks on online video ads as the following numbers show:
- Sunday 1.00
- Monday 1.06
- Tuesday 1.11
- Wednesday 1.27
- Thursday 1.09
- Friday 1.05
- Saturday 1.02
The Tidal TV study also found consumers are more likely to click online video ads between the hours of 9:00 a.m. and 5:00 p.m., when many are likely at work.
Finally, Tidal TV’s analysts note that not all sectors experience similar response rates to online video ad campaigns. Of the industries measured, financial and home improvement ranked the highest. Average CTRs were found in the automotive and department store/retail industries. And online websites came in with one of the lower CTRS – 0.69.
As measurement metrics become more precise, marketers who want to make the most of their online video ad campaigns will be looking at these kinds of statistics and adjusting their promotional strategies accordingly.[Source: Video’s Great CTR Debate. Tidaltv.com. June 2011. Web. 28 Jul. 2011]