Planning your campaign today needs plenty of thought, Considering the purporse, your brand and how to align your brand with concept are key features to deisgning a good brief. Typically, you would want your video advertising campaigns to increase awareness and consideration and ultimately influence their online or offline sales.
Consumer behaviour is evolving and may not have a simple, linear experience anymore thanks to a growing number of touchpoints. online shopping, reviews, mobile, social, etc. Therefore most marketers agree their target audience fits into one of three categories: unfamiliar with a product, on the fence about a product, or ready to act. With each new campaign or initiative, it's important to know where your target audience is in their journey and their intent. Based on that, which of the three possible brand goals is your #1 priority?
The shift to mobile is changing the way the customer behaves, whether they’re shopping at a large department store or the shop around the corner. According to a new Harvard Business Review report, using customer data to improve the customer experience is key to creating a competitive advantage in today’s market.
The second step after you've analysed your consumer metrics and decided on your marketing goal is to take a closer look at the campaign's KPIs. At the BrandLab, we use the chart below to help brands and agencies select key performance indicators (KPIs) that are easy to track and align with their marketing goals.
NOw that your have covered the first two steps. It's time to figure out how you'll measure them. There are three primary tools used to measure campaigns on YouTube: Brand Lift, YouTube Analytics, and reporting in AdWords. If you want to go beyond those tools and poll consumers on more specific questions, try running a survey with Google Consumer Surveys.
YouTube Analytics, Google Analytics, and AdWords will help your team measure metrics like watch time, view through rate, and clicks. These metrics can act as a helpful scorecard, and you can log in while your campaign is running to track progress. But translating views or clicks to lifts in awareness, consideration, or purchase intent gets tricky.
Instead of looking exclusively at competitive or industry benchmarks, we encourage marketers to set their own. Consider comparing your current campaign to past campaigns, for which your team will know creative variables, KPIs, targeting, and budget. If you don't have another internal campaign that has the same KPIs, consider using in-campaign reporting and optimization to adjust creative and targeting midstride. An example of this might be A/B testing your own creative to establish a baseline.
Fianlly, evaluate all the steps and analyse your data and results to create a benchamrk that you can improve on next time.