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BizReport : Advertising : February 17, 2009
New offering from Jivox enhances metrics
If you want more bang from online video ads, a new offering from Jivox could be the answer. The online video ad service has relaunched and now offers an 'engagement score' as part of their metrics offerings. The engagement score gives marketers a better idea of how consumers are reacting to the call of ads by ranking each call and providing a score.
The engagement score is created by taking the total viewer interactions weighted by the response and then dividing that number by total views.
The new interface also allows consumers to answer the call to action directly from the video.
In many cases consumers will click through an ad but not finish the call to action; instead, they will simply leave the product pages. By allowing consumers to answer the call to action without leaving the video space marketers get a better idea of how engaged consumers are.
Consumers can action from the video space by downloading a coupon, request information by email, email the ad to a friend or embed the ad on a website.
Diaz Nesamoney, CEO of Jivox said, "Online video advertising has the unique ability to enhance an advertiser's brand while offering unmatched direct response capabilities. We believe that these new features will take online video advertising to the next level of performance-driven advertising and provide a solid foundation for the continued rapid growth of the medium."
Tags: engagement, Jivox, online video, online video advertising, video metrics
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