Do You Really Know Your Campaign’s True Reach®?
April 17, 2018
Many advertisers look to standardized metrics to understand digital ad campaign performance. Things like impressions and clicks alone result in a very high level understanding of the impact a campaign may have on your desired audience. Optimizing to these high level metrics may also prove lackluster when trying to generate brand equity and performance, a common goal of online advertisers today. This is why we created the True Reach® insights platform. We understood that optimizing to standardized metrics, including viewership of videos and etcetera is one thing, but increasing the amount of attention that ad got is quite another. If you are looking to truly improve favorability and recall, then you need an organized, holistic assessment of more than what any standard digital advertising performance metric can offer. You need to understand the True Reach® of your campaign and how it compares to others.
What is True Reach® Platform?
True Reach® aggregates and consolidates all of the data that is publicly available for a video campaign including paid and organic media. This means the data from the original uploads of your campaign, derivative views that come from re-blogs of your video, and even views from user-generated copies. The platform pulls data from video players anywhere on the Internet, including major social media sites (e.g. Facebook, YouTube, etc.), all the way to those niche sites that are often overlooked. The technology searches the Internet for certain keywords to find related videos and then consolidates and organizes the data from all sources providing a holistic view of your campaign’s success relative to others and a deeper understanding of your campaign’s impact. The platform pulls data on two key metrics: views and time, this means the number of times a video is watched, as well as the amount of time spent watching the video.
The New Metric in Town: Engaged Viewing Time®
Together, views + time = a new metric that we’ve developed known as “Engaged Viewing Time®”. This metric, generated using the True Reach® platform data is a totally unique one in the industry, incorporating both views and time together to weigh the significance of an users time with the advertiser’s media.
Why is it important to understand views and time together?
We believe that achieving audience attention with your digital ads is the key performance indicator that is seldomly optimized towards. We define attention as the meaningful time an audience spends engaged with brand promoted creative. Its measurement requires analysis of two key digital advertising metrics: views & time spent.
By optimizing for views and time together, an advertiser can achieve a greater “Share of Attention®”, relative to competitors.
The Advantages of Elite Analytics
Instead of guessing at what to do next to optimize campaigns, Engaged Viewing Time® and Share of Attention® give you the ability to understand, in real-time, the industry level activity of video campaigning, allowing you to be nimble and react, adjust messaging, and etcetera. As you have the ability to quantify the virality of your video marketing campaigns along with an accurate consolidation of watch time data, you know exactly how much your users engaged with your media and with your competitors’. You can also leverage historical campaign filters to compare your content across categories or with certain competitors. The real-time data that you receive from elite analytics will help your brand to understand the efficacy of your messaging, amongst other key performance indicators.
We challenge you, do you really know your True Reach®?
We are excited to help you discover what our proprietary metrics can do for you. Before your next marketing campaign rollout, have a conversation with one of our Account Managers. We can provide you with an assessment of your current status in the market relative to your competitors, and help you visualize where you could be and how to get there. Some of the top brand advertisers work with us because we are able to provide incremental quality performance, as compared to other digital advertising technology solutions.