flimp media
The Web Video Marketing Council
  • rss
  • facebook
  • twitter
  • linkedin
  • mail
2014 Video Production Survey Report 2013 Video Marketing Survey Report

The WVMC Weekly Update

Our newsletter brings you the latest industry news
about web video marketing topics.

Video News Categories
Flimp

Recent White Papers,
Trend Reports, & Case Studies
2014 Online Video Production Survey and Trends Report

This in-depth industry trends report on online video production practices is based on a 24 question survey taken by 318 video production professionals.

Survey Topics Covered:

  • Video Applications, Quantities, and Budgets
  • Video Formats, Equipment and Editing Software
  • Video Content Deployment and Optimization
  • Video Production Challenges and Success
Read more...
The metrics you should be using
Wednesday, 15 February 2012 | iMedia Connection - Jarvis Mak   
"You can't manage what you don't measure," is an old management adage. However, by the same token, just because you can measure something, does not mean you should manage by it.

I authored a previous iMedia article about why clicks are the wrong metric. In that article, I alluded to the view-through effectiveness of display advertising despite the absence of clicks. In the spirit of that conversation, I want to discuss the relevance of other metrics in determining campaign success.

Use: Brand measures like lift in awareness or consideration
You can't click on a billboard, radio, or TV ad but we know they impact awareness, consideration, even purchase intent. Of course, the same is true of online ads. If the campaign has a branding objective, then optimize to it, ideally with a real-time data-driven approach.

Brand marketers want solutions that demonstrate improvement over time, transfer learnings across campaigns from top of the funnel to mid-funnel, and finally, result in sales. Everyone loves search for converting in-market folks but don't always remember to widen the funnel. As a marketer, if you rely on offline media (namely, TV) to be your lone awareness vehicle, then you're subject to over-saturation in television and missing out on cross-media optimized exposure. Complement offline with a digital awareness initiative.

Read the full story here