Measurement in digital is more than just a pressing buzzword for marketers. Justifying budgets to clients is a full time job, and rightly so. Spending money on big ticket items like video must have solid analytical foundations.
Usually a sales pitch will include stats from a similar campaign as well as the inclusion of a measurement programme to run alongside the video output.
The team at Unruly Media has taken the science of measuring engagement a step further and set up a testing lab to quantify what video is doing to viewers as they watch.
It’s a nice idea, and one that will play well with hip marketers or clients that are into video. Might be a bit harder to persuade the video non-believers that this approach justifies them parting with their money; they still want cast-iron proof that video converts buyers to sale
The bottom line is the bottom line. Without statistical evidence that video sells product and brand, no matter how many blogs and heresy anecdotes are written or laboratories set up to evaluate the power of the medium to alter buying behaviour, it becomes a hard task to secure budgets and buy in from clients that need reassurance.