Think back to the days when TV was the only screen that engaged audiences with the power of sight, sound and motion – and advertisers universally understood the effectiveness of this medium. Before digital video came along, video had one viewing platform and one common metric for measurement.
Fast-forward to today – there are multiple platforms for video ads and dozens upon dozens of metrics to measure performance. Video is no longer limited to one platform or one measurement metric. In today’s digital landscape, viewers consume video across four screens: computer, smartphone, tablet and connected TV. Marketers are following suit to reach audiences across all screens, yet today’s performance metrics are device-specific making it difficult to easily demonstrate cross-platform campaign effectiveness.
In the same way that you can’t use a ruler for all forms of measurement (think weight or density), it is inaccurate to apply a single platform metric across all video screens. This pushes marketers to ask two very important questions: What metrics for video matter most across each device, and more importantly, what metrics can be applied across all screens?
A new white paper from BrightRoll cross-examines performance metrics for digital video to expose the metrics that matter most. As marketers continue to invest in cross-platform solutions, they’re seeking measurements that can be applied across screens. This paper reveals that audience measurement serves as the common denominator and uncovers the truth behind measurement methodologies.