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How do you measure the effect of an online video ad?

Online videos are undoubtedly among the most important aspects of modern online marketing campaigns, with the spending on desktop online video projected to grow approximately 21% annually until 2019. As that level of spending continues to increase, it's important to know if your money is well-spent and your efforts are worth it.

Thankfully, there are plenty of ways to measure the success of your video ads, with YouTube engagement metrics and other sources available for measurement. It's even easier to get effective metrics than it used to be. In the early days of video marketing, you could only invest in a campaign and get feedback via clicks and views, with results not showing up until the end of the campaign in many instances, but today's YouTube ads give users access to Google's Brand Lift solution that allows them to gather brand metrics within days.

Get Near Real-Time Data to Gauge YouTube Ad Effectiveness

These days, you can determine how well video ads are working with near real-time metrics and make changes immediately.

After analyzing 50 campaigns involving Fortune 100 brands using Google Preferred, Google discovered that 94% of campaigns drove a significant lift in ad recall, while 65% of Google Preferred Ads experienced an increase in brand awareness.

The best way to measure the success of your video ad campaigns is to follow this process:

  1. Test your videos - Today's metrics gathering capabilities enable you to effectively test your video campaigns, determine what works and what doesn't, and fix the issues without wasting too much money. You can optimize it in real time for optimum results.
  2. Figure out your demographic - Brand metrics help you further determine what your key demographic for each ad is, with YouTube allowing you to specifically target your video ads.
  3. Prioritize the most important metrics - Certain metrics will mean more to you than others, which should take top priority to help gauge how well your ads are performing.

Following these steps, you can more efficiently manage your video ad campaign while ensuring that you don't overspend on an ineffective campaign.