Video ad metrics are a curious area, where several metrics are popularly used but often inadequate by themselves—such as impressions and clickthrough rates (CTRs). But even more robust metrics—such as completion rates—work best when viewed in concert with other prime metrics, such as social activities and brand health studies.
Metrics can be compared with tools, with the right tool for the right job making work easier. For video advertising, the right job is determined by the marketer’s objectives—from high-level brand awareness to direct-response conversions.
The three metrics most used among agency and brand professionals when buying digital video ads, according to an October 2013 study from BrandAds, were impressions, clicks and completions. Read the rest at eMarketer.