Video has become a truly exciting force in the digital marketing world; through the growth in internet speed and the proliferation of social platforms, it has evolved from a UGC format to slickly produced branded content, with shares and likes the measurement tools of the day. However, in this new world of high branded content spend, these measurement tools of likes and shares don't tee up so well to give a real understanding of campaign success. Video has for too long relied on metrics derived from display, the online video industry needs an overhaul of measurement and tools taking in emotional impact, purchase intent and brand uplift to produce results that deliver advertisers a meaningful ROI on investment.
Mads Holmen, Planning Director, Be On
Sander Saar, Product Manager, Be On
Mihkel Jaatma, MD Realeyes
More information on the event here: http://www.iabuk.net/events/library/video-conference