From the course: Digital Marketing Trends
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Measuring video campaigns
and get a couple of valuable takeaways? Of course, it's a lot more complicated than that and it underscores the challenges of industry-wide standards for measuring the success of video campaigns. For starters, many of the social platforms look at views differently. YouTube's TrueView and Google Display network ads count a view as 30 seconds of watch time or the full ad, if it's shorter than that. Pinterest, Reddit, LinkedIn, and Twitter say a view consists of two seconds with 50% viewability. Although, Twitter also counts turning the sound on or clicking on a video to expand it. And beyond that, what makes up an impression? Or engagement, how would you define that? Can you compare TV ads to video on social? There are so many elements to consider. That's why the Media Ratings Council, or MRC, worked with over 175 businesses, including the Interactive Advertising Bureau, to develop its new cross-media measurement…
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