|The Truth About the ROI of Online Video Ads, in 5 Charts
Your video ad metrics are likely failing you—at least when it comes to helping you understand ROI.
A new study from the Nielsen Media Lab and HIRO Media suggests that there’s hardly any correlation between engagement-based metrics (like click-through rates and views) and ROI (intent to purchase). So while it might be nice to brag that your Facebook video got a million views, those views still don’t tell you how many people remembered the ad or decided they wanted to buy your product.
It shouldn’t be surprising, then, that 43 percent of marketers say they have difficulty proving the ROI of their online video ads, according to an eMarketer report. Without knowing how to show business results, it’s difficult for marketers to optimize going forward.
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This article was first published by Contently.com. A link to the original can be found at the bottom of the post.
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