Depending on the ad format, brands will want to use different metrics and KPIs to measure effectiveness, says Jim Daily, General Manager US for Ebuzzing, an online video technology platform based in London that’s been expanding in the US in the last year, in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico.
The company’s product set includes a range of video ad formats, such as social ads, expandable units, custom overlays and more.
For ad planning purposes, the Ebuzzing technology scans two million Web sites in five languages for conversations and brand mentions to then determine the best places to serve video ads depending on the desire KPI. Some ads will be measured on completed videos, some on engagement within the ad unit and some on social sharing. The use of social video formats is expanding, he adds.
Ebuzzing delivered a profit in 2013, the second year in a row, the company said last month. Its US revenue checked in at $67.5 million, for a 31% increase year over year with video ad revenue up 41% to $61 million.