{"id":17625,"date":"2015-05-26T18:40:00","date_gmt":"2015-05-26T18:40:00","guid":{"rendered":"https:\/\/staging.sundaysky.com\/blog\/how-telco-marketers-can-best-measure-and-optimize-video-ads\/"},"modified":"2025-02-18T17:24:54","modified_gmt":"2025-02-18T17:24:54","slug":"how-telco-marketers-can-best-measure-and-optimize-video-ads","status":"publish","type":"blog","link":"https:\/\/staging.sundaysky.com\/jp\/blog\/how-telco-marketers-can-best-measure-and-optimize-video-ads\/","title":{"rendered":"How Telco Marketers Can Best Measure and Optimize Video Ads"},"content":{"rendered":"

As telecommunications marketers allocate more budget toward online video advertising \u2013 and specifically personalized video advertising<\/a> \u2013 there\u2019s a more pressing need to hold programs accountable and ensure a strong return. From engagement rates to viewability and more, marketers have many available metrics by which to evaluate online video ad performance. One thing is certain, though: no matter the metrics, personalized video ad programs should deliver a strong business impact and ensure an incremental revenue increase.<\/p>\n

\"TelcoAds3Cover\"<\/p>\n

So what\u2019s the best approach to measuring advertising effectiveness<\/a> in a way that holds programs accountable to a measurable increase in conversions and sales?<\/p>\n

Gone are the days where we only measure the return on investment (ROI) on in-session clicks.\u00a0Technological advancements have made advanced attribution methodology possible, and we can now observe all touch points that lead to a conversion. For personalized video campaigns, any click-based attribution model under-values the effect of merely viewing the video.<\/p>\n

Video has more potential to influence a buy decision at a distance, with or without a click, as it is a more personal, intimate medium that captures user attention and engagement for longer periods (a video ad engages the viewer for 15 to 30 seconds compared to search and display ads, which engage users for two to three seconds at most). As such, advanced\u00a0attribution has emerged as a much more\u00a0effective way of measuring the\u00a0performance of a personalized video\u00a0ad program.<\/p>\n

With an understanding of program impact as based on total incremental visits, conversions and revenue delivered, programs can then be optimized based on performance metrics (for example, clicks, return visits accompanied by a click or not, content viewed before or after ad exposure, etc.) to improve the program impact over time.<\/p>\n

When wireless carriers and cable operators individually engage their target audience through the most captivating medium \u2013 video \u2013 they are able to profitably defend and grow revenue, strengthening their competitive position. \u00a0In an industry facing higher market saturation, mergers between providers and a shift in consumer preferences, it\u2019s imperative for providers to innovate their approach to customer acquisition and find a way to better captivate and engage their audiences.<\/p>\n

Want to learn more about how to establish a measurement and attribution approach, define optimization parameters and ultimately lift the visits, conversions and revenue from advertising? Download<\/a><\/span> the third installment in our white paper series about personalized video advertising:<\/h4>\n

\"Free<\/a> <\/span> <\/span>\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

As telecommunications marketers allocate more budget toward online video advertising \u2013 and specifically personalized video advertising \u2013 there\u2019s a more pressing need to hold programs accountable and…<\/p>\n","protected":false},"author":4,"featured_media":19912,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"industry":[101],"use_case":[104],"blog-topic":[],"class_list":["post-17625","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","industry-telecommunication","use_case-advertising"],"acf":[],"yoast_head":"\nHow Telco Marketers Can Best Measure and Optimize Video Ads | SundaySky<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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