It is undisputed that the creation of video content is a highly complex process. It is all the more important that the content reaches the desired target group and achieves the effect. It is undisputed that the creation of video content is a highly complex process. It is all the more important that the content reaches the desired target group and achieves the effect. To stand out as a company in the cacophony of video-based advertising messages, data-driven analyses are enormously important for success and properly placed budgets.

The dominance of video marketing is undeniable. People are increasingly consuming highly complex content in short video sequences. Statistics project that by 2022 (source: Cisco Visual Networking Index Report), online videos will make up over 82% of all consumer internet traffic. Businesses that are yet to integrate video into their marketing strategies stand to lose a competitive edge. In the flood of video content, fine-grained evaluation and data-driven measurement of video performance is essential.

Video performance measurement is the method of using analytics and other metrics to assess the success and impact of your video marketing campaigns across multiple platforms. This includes video content in social media, websites, email, and TV. The focus is not only on the number of views or likes but also on how the video content is driving consumer behavior and meeting business goals. Nowadays consumers use multi devices to get informed at the same time, and this is why companies need to adopted this trend in their marketing strategy.

This write-up will take you through the importance of video performance measurement, the metrics involved, and how GfK can assist in creating amazing video marketing content.

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Why video performance measurement is important for successful campaigns

When creating video content, some companies focus only on making the video look good, forgetting the purpose of the video. In principle, it is always optimal to present content in the best possible way. For awareness and branding, it is an important touchpoint between brand and customer. But video performance measurement goes much further. It ensures that every second of your video contributes to achieving your marketing goals. It provides invaluable insights into which audience interacts with video content and for how long. By deeply analyzing all the data, you can identify where bounce rates are occurring. You can incorporate all these insights into the overall marketing strategy and optimization circle.

To present your corporate image as well as possible, you need an all-encompassing concept. This allows you to create storytelling that appeals to your target group in the long term and sticks in the minds of your viewers. A well-measured video campaign allows you to:

  1. Evaluate Campaign Success: Video performance measurements allow you to evaluate how well your video marketing campaigns are performing in line with your set objectives. It helps you assess if the video is appealing to your audience, fostering engagement, and driving conversions.
  2. Understand Your Audience: Detailed analytics can help you understand what type of video content resonates with your audience. It can tell you what length of video your audience prefers, the ideal time to post, and even what kind of videos lead to higher engagement.
  3. Optimize Content: Insights from video performance measurement can help you adjust and optimize your content to align better with audience preferences and behaviors. You can also optimize your video content for SEO, improving its visibility on search engines.
  4. ROI Measurement: Video performance measurements enable you to calculate the return on investment (ROI) from your video marketing campaigns. You can quantify how much revenue your video content generates relative to its production and distribution costs.

What are the metrics of video marketing measurements?

While video views are a popular measurement metric, they only scratch the surface of video performance. Below are some of the metrics that you should consider when measuring video marketing performance:

  1. View Count: This measures the number of times your video has been viewed during a specific period.
  2. Engagement: This includes likes, shares, comments, and other forms of audience interaction with your video content.
  3. Watch Time: This measures the amount of time viewers spend watching your content.
  4. Conversion Rate: This assesses the percentage of viewers who take the desired action after watching your video, like signing up for a newsletter or making a purchase.
  5. Click-Through Rate (CTR): This measures the percentage of viewers who click on the call-to-action (CTA) in your video.
  6. Audience Retention: This measures the percentage of your video that viewers watch before they stop.
  7. Social Sharing: This assesses how many times your video has been shared on various social media platforms.
  8. Feedback: This involves analyzing the comments and reviews from viewers to gain more qualitative insights into how your audience is responding to your video.

These metrics help paint a comprehensive picture of your video's performance and inform your future video marketing strategy. However, this process can be time-consuming and complex. That's where GfK comes into play.

GfK: Your video marketing measurement partner

Our database is fed by constant market and industry surveillance. Our expertise extends to individual regions, but we also offer our clients data analyses on consumer behavior in a global context. Our approach involves a comprehensive analysis of all video marketing channels, ensuring a more holistic understanding of your video content's impact.

  1. Multi-Platform Video Measurement: GfK understands that your video content isn't just on one platform. Whether it's a TV ad, YouTube video, or Instagram Story, they use multi-platform video measurement techniques to analyze your video performance across all platforms.
  2. Advanced Video Measurement Systems: GfK's video measurement systems allow you to monitor critical metrics like view count, engagement, watch time, conversion rate, click-through rate, and audience retention in real-time. This means you can adjust and optimize your video content as necessary, ensuring your campaigns remain as effective as possible.
  3. Data-Driven Insights: With GfK, your video marketing strategy isn't based on guesswork. They provide data-driven insights into your audience's behavior and preferences, helping you create video content that resonates with your target market and drives business growth.
  4. Customized Video Marketing Campaigns: GfK uses data-driven insights to help businesses create customized video marketing campaigns. They understand that every business is unique, so they provide personalized strategies designed to meet your specific objectives and target market.
  5. TV Audience Measurement: For those businesses running TV ads, GfK's advanced TV measurement systems offer invaluable insights. They can help identify your most-watched TV events, evaluate the success of your ads, and even provide recommendations for optimal ad placements based on your target audience's viewing habits.

Effective video marketing is more than just creating and sharing videos. It's about understanding and using video performance measurement to optimize your campaigns and drive business growth. With a partner like GfK, you can take the guesswork out of video marketing measurement and focus on what you do best - creating great video content that resonates with your audience. Ultimately, cross-channel data analysis guarantees you a return on investment.