VIEQUES, PR — Once upon a time, click-through rate (CTR) ruled supreme, and all marketers wanted to see was a completed click.
But CTR is undergoing an assault, as brands worry that a simple click is no longer the whole story and search for an alternative.
Put simply, the foundational mechanisms of digital marketing effectiveness are in flux.
It’s a challenge that Moat Director of Sales Peter Kuhn, whose company sells analytics software to help advertisers understand the potential effectiveness of their advertising, understands. His company is now launching the Moat Video Score.
“(It is) a new impression-level metric for measuring digital video exposures that focuses on length of creative, plus its sound and viewability, along with the portion of a user’s screen in which it appears,” Kuhn tells Beet.TV in this video interview.
“Brand marketers are trying to move away from an ad-served impression currency and click-based KPI model to asking other questions (like), ‘What lens can we look at success through in digital?'”
The video score was announced back in the fall and is now ready to go live, Kuhn says. But Moat has been offering related at-tech solutions since 2010.
In that time, Kuhn has seen the evolution of the industry from a CTR-based economy, to one plagued by a crisis over viewability, to one in which that thorny problem has died away.
“In 2014, we saw the guidelines getting set for viewable impressions,” Kuhn adds. “We saw in 2015 agencies updating their trading models to purchase and transaction off of viewable impressions.
“And now we’re starting to see brand marketers and agency partners ask different questions around what effectiveness might be in digital.
“Now it’s not just viewability at all costs – viewability is a table-stakes question that you need to answer about what could potentially be effective.
“We’re looking at other questions like, ‘In video, how do I compare cross-device, cross-screen, what effectiveness can mean for me?’, ‘How do I understand if my audience is paying attention to what I’m trying to market to them?’ or ‘If I’m a publisher, how do I sell that attention and find ways to engage better with my brand marketers?”
This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.