Video campaigns are a format intended primarily for building awareness and consideration, not for immediate sales. Precisely for this reason they are most often evaluated incorrectly – by click-throughs and direct conversions, of which there are few, and the campaign is switched off as ineffective. More meaningful indicators are reach within the target audience, the share of viewers who watched the video to the end, the cost per viewer reached, and above all the indirect effect: an increase in brand searches and the volume of direct traffic during the campaign period. Adapt the creative to the format – the first seconds are decisive and most viewers watch without sound, so subtitles are not an extra. Verify the actual benefit through experimentation, since reported conversions systematically undervalue this type of campaign. Also allow for the fact that the benefit shows up with a delay, so evaluate the period both during the campaign and for several weeks afterwards.
See also: Hook in the first seconds, Incrementality, Share of search.
