Chart of the day: Marketers aim to measure video and other digital media performance with cost per acquisition
Most use site traffic and ROI to measure performance, but marketers expect to continue to use site traffic, ROI and also use cost per acquisition.
Only half of marketers measure using ROI, which means there is a heavy reliance on using site traffic as the main measurement. Overall there is a lack of ROI measurement and sales lift per ad dollar spent is also low at just 3 in 10 using this method, with 4 in 10 expecting to use it within the next 2-3 years. Measurement is often an after-thought and doesn't get the resources required to use advanced metrics such as calculating ROI, and therefore relies on cruder metrics such as site traffic. This is a false economy, as poor metrics lead to poor decisions and wasted spend. Marketers would be wise to invest in more advanced metrics ROI or ROAS, as this can help to better allocate budgets.
- Source: Eyeview
- Sample: 202 marketers, June 2016
- Recommended resource: Our expert video marketing guide is your perfect companion for your video marketing strategy