“We're finally at a point where you can tell if playing a video, period, is creating higher conversions or if you need to play an entire video to create those conversions,” said Ari Paparo, DoubleClick's VP-advertiser products.
Indeed, this is one the biggest differences between the ads that ran a year ago and the ones running today, said Scott Symonds, executive media director for interactive agency AKQA. Marketers—at least those on the cutting edge—initially are concentrating more on perceptual metrics and less on conversion metrics.
“We're telling our clients to measure success more against perceptual metrics. The success of video isn't based on that immediate click,” he said. “Is it meeting your customer and prospect business needs? Is it targeted? The more targeted or relevant your video actually is, the better.”
This strategy starts at the point of ad creation, said Agency.com's Zucker. Companies look at their actual business needs and, at least in the b-to-b world, are focusing on the educational benefit of using video to speak directly to customers and prospects, he added.
“Think about it as the next generation of infomercials,” he said. “Case studies and customer testimonials can be really boring to read but, when you produce a video, you can bring these assets alive.” M