With VH1, it drove incremental reach and tune-in among women 18-24 for the reality show “Walk of Shame Shuttle,” an unscripted series in the vein of HBO’s “Taxicab Confessions.” Mediahub and Tapad identified its target audience, women with an interest in nightlife, and drove an 81% completion rate for the video campaign.
Video completion rates are still useful to agencies and brands, despite increasing interest in engagement or viewability-based KPIs. Post-campaign analysis and conversions are important for retargeting users based on their additional interests, said Boyd, but completion rate is one of the most important metrics for TV clients.
“We’ve done some analysis to figure out if completion rates correlate to tune-in [on TV or other channels], but we’ve found that when you’re asking somebody to watch a video, sometimes they’re satisfied just by watching the video,” she said, which is particularly true for TV clients. “We find that if you’re measuring engagement rate, it might not look as compelling sometimes because the user already got what they needed from viewing the video.”
In terms of which platform is gaining most share in video activations, YouTube is great for short-form viewing while Facebook is the first place people go in the morning to check social media, so the agency has seen different success on each platform, Boyd said.
Despite eMarketer’s prediction that mobile video ad spend will increase 70% to $2.6 billion this year, there are still limitations. Desktop commands a lion’s share of total video ad spend and marketers have yet to shift demand dollars to mobile video in full. And, with governing bodies like the Digital Advertising Alliance pushing toward mobile opt-outs for behavioral advertising, the adoption curve could remain steep.
“There’s definitely a lot more concern and conversations about that with clients,” Boyd said. “We’re careful we work with partners who safeguard against any use of personally identifiable information. We really dig into what is the data, where is it coming from, how they get their data.”