Measuring Digital Video Campaigns
Contractors spend a significant amount of time, effort and dollars in creating a video to market their business. Whether you’re a roofer, HVAC, windows, siding or concrete contractor – there is a good chance video can greatly enhance your marketing material.
Social media and digital advertising give contractors new ways to distribute video content and get it in front of thousands of potential customers. Without being limited to :15 or :30 seconds like a TV commercial you can share more about your company than ever.
But is it working? Are they watching? How can you tell? What is a “video view” anyway?
No matter what platform, what qualifies as a “video view” depends on how much of the video is visible on the screen and for how long.
The Interactive Advertising Bureau which develops industry standards in advertising defines a video view as:
- Desktop: 50% of the ad’s pixels on an in-focus browser tab in the viewable space of the browser page that has met the time criterion that two continuous seconds of the video advertisement is played.
- Mobile: 50% of the ad’s pixels on an in-focus browser or a fully downloaded, opened, initialized application, on the viewable space of the device that has met the time criterion that two continuous seconds of the video advertisement is played.
- For both desktop video and mobile video, the required time is not necessarily the first two seconds of the video ad; any unduplicated content of the ad comprising two continuous seconds qualifies in this regard.
Source – IAB
Facebook and Instagram count a video view at 3-seconds.
Pinterest and Twitter require 50 percent of the ad in-view for 2 continuous seconds while Snapchat requires an ad is in view for 2 seconds, but the ad runs full screen with sound on.
These requirements can change over time, so be sure to keep up. If you’re paying to have advertisements run and results aren’t meeting your expectations, then give us a call and we’ll see what changes might help grow your business.