The Metrics Mess Killed the Video Star


There certainly isnt a shortage of techniques (or acronyms, for that matter). Measurement standards from the world of display ads, like click-through-rates and viewability are thrown together with Dynamic Logic and Vizu studies in attempts to present the kind of proven conversion that advertisers and brands are looking for. But theyve all fallen short, and worse, theyre holding the industry back. Many of the metrics being used arent even relevant to video ads. Neither is the presentation of so many numbers that all fail to show convincing evidence that ads are converting views into sales. Its easy to show that online works for Progressive or for, where users directly interact with a banner ad. You can measure the action of those users and the performance of those types of ads. But thats not how users interact with video.

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