measuring video influence_pubcon nola_2014_invodo
DESCRIPTION
Video’s a buzz-worthy element of everyone’s marketing mix now. But video metrics are different from other interactive marketing metrics – and often geared more towards advertising than conversion at the business end of the funnel. We’ll walk through video metric case studies from brands including Lenovo, Samsonite, and L’Oreal. We’ll show how analytics can drive creative decisions for business benefit, and we’ll define some industry benchmarks that will help you optimize your video program for business results, not just views.TRANSCRIPT
- 1.Measuring Video Influence: Which Multimedia Metrics Matter? Presented by: Russ Somers VP Marketing, Invodo @rsomers from @invodo #pubcon
2. @rsomers from @invodo #pubcon 3. 1999 @rsomers from @invodo #pubcon 4. 2006 @rsomers from @invodo #pubcon 5. 2012 @rsomers from @invodo #pubcon 6. Internet video traffic will be 69% Of all consumer internet traffic in 2017. Cisco Systems, 2013 Why Video Matters @rsomers from @invodo #pubcon 7. 52% Of consumers watch videos when they encounter them on retail sites. E-tailing group, 2013 Why Video Matters @rsomers from @invodo #pubcon 8. 57% Of consumers feel more confident in their purchase after watching a video. E-tailing group, 2013 Why Video Matters @rsomers from @invodo #pubcon 9. Online shoppers who view videos are 1.81x More likely to purchase. Invodo Benchmarks Report, 2013 Why Video Matters @rsomers from @invodo #pubcon 10. Visual 65% Auditory 25% Textual 10% Visual Teaching Alliance, 2013 Why Video Works @rsomers from @invodo #pubcon 11. Amazon Homepage, 3/12/2014 @rsomers from @invodo #pubcon 12. But How Do We Measure Video? @rsomers from @invodo #pubcon 13. But How Do We Measure Video? @rsomers from @invodo #pubcon 14. Step2 Case Study @rsomers from @invodo #pubcon 15. Step2 Case Study Key Metrics: Engagement Conversion (Cart Adds and Checkouts) @rsomers from @invodo #pubcon 16. LOreal Case Study Instructional videos based on product line Cross-sell and upsell within video player @rsomers from @invodo #pubcon 17. LOreal Case Study Key Metrics: Conversion: Video viewers purchased at 2x AOV: 18% higher for video viewers @rsomers from @invodo #pubcon 18. Lenovo Case Study @rsomers from @invodo #pubcon 19. Lenovo Case Study @rsomers from @invodo #pubcon 20. Lenovo Case Study Key Metrics: Viewer Ratings: Average 4.2 out of 5 Viewer Comments: Nice to see the laptop in use in more than one situation. The product was shown in everyday situations, which was helpful. @rsomers from @invodo #pubcon 21. Questions and Discussion @rsomers from @invodo #pubcon