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From: MediaPost's Online Video Insider - Dan Greenberg |
Tuesday, 07 December 2010 19:00
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The success of video content created for brands can no longer be gaged solely on the sheer number of views, but must be defined by paid vs. shared views and share-through rate.
Advertisers that are still judging the success of their online video campaigns solely on non-engagement metrics such as total views or impressions are like most of the people that they are attempting to market to: not paying attention. The Web has shifted over the past few years from a network of sites to a network of people, and the old measurement models must change
Read the full story here |
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