As people consume digital content differently, it’s clear that video view counts alone don’t tell advertisers enough about the value driven from digital video ads. Marketers should experiment with shorter ad creative to drive value for their brand, keeping in mind that value increases the longer people watch. As always, advertisers should continue optimising ads for campaign goals, but going forward, they also need to look deeper than view counts to measure total campaign value.
Every part of a video view – from the initial impression to a complete video view and everything in between – drives value. Understanding this helps advertisers build content and evaluate success.