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Effective Measurement Of User Engagement For Video Ad Networks
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Measuring the outcomes of video engagement is critical for any video ad network. There is a need of innovation in this regard as accurate measurement of video engagement is still out of reach. Conversation, amplification, and applause rates are some important parameters to measure but, more effective ways should be employed. Social Media sharing is not a better way to measure the impact. Users can engage with a video in several ways apart from sharing it. Engagement with the video is required to bring out the potential customer in the viewer. The level of engagement also determines the approaches of the user and interaction of users with the brand. Engagement with a brand video can bring out the actual expectations of prospective customers on the brand. They can bring up strong aspects of brand improvement to offer what consumers want and to deliver a product or service as required by consumers. Thus, video engagement can work towards consumer satisfaction, apart from marketing.
A strong tool that allows an effective measurement of lead generation is the Google Analytics. This is quite effective in measuring micro conversions. Websites are the strongest tools for micro conversion as they are equipped with various features that attract users. The Video advertisement should accompany with several important aspects. The email sign up option, PDF download and session views. The number of email sign up indicates the number of interested leads. The email sign up page should contain good information as well as further promotion of other products in the website. Offering an option for email sign up is a strong way to generate leads as well as to measure engagement with the video.
Page sessions is a common way to determine engagement. The level or reach of engagement is measured with the number of page sessions or page views. Larger the page sessions, better is the engagement. It is directly proportional to interest of the visitors in the website or the brand. Advertisers or marketers should set a minimum limit for page sessions. This is the threshold for the page views to determine engagement level. For instance, if the user views 10 pages at the time for a minimum of two minutes, it can be considered as an adequate engagement. Transferring the user from the video page to the website is a good conversion in the direction of branding and advertisement. The option of PDF download can be track as an event in Google Analytics.
The metrics of user engagement with a website can be corroborated to similar aspects. Website traffic can be compared with acquisition of consumers. The time spent on the website provides a good information on Behavior and the migration of users from the video into the website is a conversion, that would transform in further critical metrics in the website.
The author is associated with Media Conversion, a popular
Ad Network Company in India.
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