Give me Online Video ROAS v CPA and ROI

Great eMarketer piece on how brand marketers measure digital video advertising. Brand Marketers need to value video advertising too. eMarketer report below, plus check out the original article (link at bottom) for great graphs.

How Brand Marketers Measure Digital Video Advertising

US brand marketers gauge how well, or otherwise, their digital video ads perform in a variety of different ways. Today, most measure digital video ad performance by looking at site traffic, June 2016 research indicates, but in the next year or two, more respondents want to be able to measure via cost per acquisition.

Brand and media consultancy Sequent Partners and Eyeview, a video marketing technology company, surveyed 202 US brand marketers who worked in the automotive, CPG, retail and travel industries. Respondents all worked for companies that currently buy digital video ads and are involved in their company’s media budget setting and allocation process.

Nearly three-quarters (71%) of brand marketers said they currently determine their digital video ad performance by watching site traffic. And more than half of respondents said they look at their return on investment (ROI). Brand metrics, as well as store traffic, are other ways they currently measure digital video advertising.

When asked how would they want to measure it in the next year or two, site traffic was still the top measurement mentioned. Indeed, 73% of respondents said they would want to measure it that way. Meanwhile, 38% of brand marketers said they would want to measure digital video ad performance by looking at the return on ad sales (ROAS). To compare, just 29% of respondents said they measure it that way today.

And one of the biggest differences was that nearly two-thirds of brand marketers said they would want to measure digital video ad performance by the cost per acquisition, order or sale. Only 40% of respondents said they do just that today.

Measuring effectiveness across devices and content platforms is not a one-size-fits-all endeavor. June 2016 research from ad tech firm FreeWheel of ads on its network found that completion rates were better with larger screens and longer content. In Q1 2016, completion rates for US digital video ads on over-the-top (OTT) devices such as connected TVs were 93%, compared with 78% for smartphones and rates in between for tablets and desktops.

See original 11/14/16 article and great graphs at eMarketer



ROI 3800%

Worth the click.

Check out 37 Email Stats to Blow Your Mind, published by Business2Community.


  1. email is 40% more effective at acquisition than Facebook
  2. ROI 3800%
  3. 78% of Gmail is read on mobile devices

Conspicuous with Limited Info

Jesse Torres created some great suggestions for Entrepreneur.com to drive email opt-ins.  I have included excerpts of his post below.

4 Ways to Dramatically Increase Email Subscriptions

…A well-maintained email marketing program rises above the noise and filters and provides a return on investment (ROI) unmatched by other digital-marketing efforts…According to Campaign Monitor, “Even with the explosion of new technology, marketers keep coming back to email. The reason is clear — for 10 years in a row, email is the channel generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI.”

Consultancy McKinsey & Company concurs, stating that “email remains a significantly more effective way to acquire customers than social media — nearly 40 times that of Facebook and Twitter combined. That’s because 91 percent of all U.S. consumers still use email daily, and the rate at which emails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.”

… it seems that while email list building is critical for success, the manner in which emails are requested makes all the difference in building a strong list of prospects.  The following are four tips to help small businesses develop a strong email list building strategy.

  1. Make the email opt-in box as conspicuous as possible.

Website visitors demonstrate their interest in a product or service by way of the time they invest inspecting the website content. To the extent visitors like what they see, they are more likely to subscribe to an email list when asked.

A great way to attract new email subscribers is through the placement of conspicuous email opt-in boxes. A well-designed website provides visitors with ample opt-in opportunities through the placement of email opt-in boxes located strategically throughout each page. The greater the number of email opt-in opportunities, the greater the likelihood that a satisfied visitor will be convinced to subscribe.

…The key to growing an email list is to make the process as easy and pain-free as possible. Placing an email opt-in box at the top, side and bottom of each page keeps the idea of subscribing to top-of-mind, it eliminates the reader’s need to figure out how to subscribe, and it does not interrupt the visitor as the boxes are built into the design of the web page….

For example, some websites use static opt-in box plugins such as Conversion Insights’ Attention Grabber while others use floating opt-in boxes such as Hello Bar. Companies such as OptinMonster take opt-in boxes to the next level with options such as slide-ins, time-delayed pop-ups and even opt-in boxes that appear when the visitor shows signs of leaving the page (exit intent).

The golden rule of opt-in boxes is to offer the opt-in as often as possible without overwhelming, annoying or distracting the visitor. Keep it simple — and make the content the focus of the page.

  1. Limit the information collected.

Consumers are increasingly hesitant to give up too much information due to an increase in the number of media reports describing online information breaches. Collecting too much information may discourage visitors from opting in.

An email opt-in box that limits the information solely to email address will be more palatable to cautious visitors. …

  1. Sell it with social proof.

There is nothing like social proof to boost email subscriptions. Bar owners create social proof by keeping people in line. “If the line is that long, that must be the cool place to hang out,” say passers-by as they get into line.

Similarly, websites should make use of social proof to encourage others to opt-in. Social proof can be established by revealing a large number of subscribers, posting testimonials, showing an impressive visitor count or other statistic that demonstrates that people find the site valuable. With social proof, subscribers beget subscribers. The idea is to get visitors to say, “If they loved the content, I’ll probably love it too! Let’s do this!”

  1. Use freebies.

Successful email subscription campaigns make use of special offers. Visitors to a site may not be willing to give up their email unless the price is right. While financial gain is not necessary, some form of incentive may do the job.

A common approach is offering an ebook, white paper video or any other content that is of value to visitors. …

Website owners should see immediate results after implementing these four tips. The use of these techniques should convert a greater number of visitors, providing greater marketing opportunities and improved profitability.


See the Original from JANUARY 21, 2016