Some companies find it hard to accurately track how much they are spending on social video advertising. This could be because many departments are involved in marketing campaigns and each department records their spend differently, making it hard to unify the tracking of spends on video advertising. We discuss some measures that help establish order in this chaos so that everything is measurable and can be easily accessed.
The first step is to establish clarity when setting up a video campaign. This involves indicating when exactly the social media effort has been initiated. You then have to classify the format of the creative asset, such as video. This is important because different teams may naturally classify those assets in ways that are intuitive to them, and therein lies the source of confusion since not all teams look at video campaigns in the same way.
Once standards on the above parameters have been agreed upon and communicated, the next task is to clarify the method that is being used to run the campaign. This could be through programmatic guaranteed ad purchasing or biddable purchasing.
When all the videos have the data above captured using the same language or classification method, it becomes easy for the firm to access all this data regardless of where a particular video originated and how a campaign is being run. There are several additional fields that need to be included so that pertinent details are captured for future use, such as when tracking the impact that different campaigns have had.
For example, you can include fields like channel, in which teams can input “social”. Another useful field is the format, where video can be reflected. It is also important to include a field on the specific stage of the funnel, such as “direct response” or “awareness.” The buying method can also be yet another field to be specified while setting up the campaign, and the options under this field can include “biddable” or “guaranteed purchasing.”
Once the setup is complete, it is also important to clearly indicate additional parameters, such as the KPIs, integration benchmarking tools, translation layers, among others.
Customizing data capture will go a long way towards helping the measurement tools you use to be specific to your business and you can easily compare performance to industry standards. Your unique setup should make it easier to operate within an ecosystem, not isolate you from the ecosystem.
Entities like Alphabet Inc. (NASDAQ: GOOGL) (NASDAQ: GOOG) that dominate the digital ad space have pointers that can help businesses to run their social video campaigns in ways that are easily tracked, measured and tweaked. The recommendations of such companies can provide a starting point as you seek to create order in the chaos that has characterized your operations.
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