Brand advertisers are increasingly asking Web sites and publishers to conduct “intent-to-purchase” studies that measure the success or failure of a Web video campaign. Break Media CEO Keith Richman tells Daisy Whitney in this week’s New Media Minute how advertisers and publishers can use that data to improve their campaigns.
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2 Comments
It’s high time for some published pre/post intent to purchase studies, and it’s YouTube’s responsibility (as market leader) to drive this with ComScore and other metric companies. The problem is that Google, as much as a data junky as it is, isn’t underwriting these… which would significantly increase the CPMs it gets.
Purchase intent is a pretty difficult metric to measure and communicate to brands. Even survey results don’t really tell us much. It would be interesting to hear how Keith and other online video executives get their research data, and how accurate it really is.
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