When it comes to measuring digital video, some metrics are more valuable than others, says Gurval Caer, Vice Chairman Chief Innovation and Marketing Officer at Wunderman, a division of WPP, in an interview with Beet.TV. “Yes, it’s about views, but it’s more about time spent and the sharing that happens,” he says.

That’s why it’s important to design content with the social dynamics in mind from the get-go, he says. “Does it go on Facebook? On YouTube? What is the right channel? How will it get shared? What is the purpose?” he says, detailing questions for advertisers to keep front and center in the creative process.

Caer says Wonderman’s focus with digital video is to bring “purposeful content” to the marketplace. That varies by client, but it’s an important notion to focus on when developing the material, he says. Wunderman clients include Schick and a campaign promoting awareness of men’s health, Levi’s and a video project on conversing water, and Jaago Foundation on building schools, among many others.

We spoke with Caer as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over two weeks.  The series is sponsored by Videology.

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