Article from Ad Exchanger by Kelly Liyakasa
- Brands are incorporating retargeting strategy into their video and brand-building campaigns at a higher rate
- More brands to measure digital video based on performance KPIs like cost per sale instead of traditional metrics like lift and recall
- The Williams-Sonoma home decor brand West Elm to use a new retargeting model that personalizes video ads to its known customers
- West Elm sets ad-spend benchmarks to ensure spending is superseded by a return on investment in sales
- The concern is that measuring things like view-through conversions misses out on where 90% of transactions happen: offline
- Brands are starting to consider goals focused on Reach and Frequency or weight of attribution to be too simplistic
- Buyers will need to expand their targeting approach to get video impressions to work harder and prove their ROI
- Nielsen Catalina Solutions, notes that category-level and brand buyers tend to benefit from different KPIs
- Beer companies were better off going after people who were more favorable to their brands
- Prepared foods brands [with high purchase frequency], it’s more about conquesting
- West Elm’s stresses the importance of test-and-learn to help drive performance with video as opposed to using it as a pure branding mechanism