Leslye Schumacher is a Founding Partner with Vici. Leslye’s background in media spans 25 years and includes working for both large and mid-size television, radio and newspaper companies. She has held positions in sales, management, marketing and NTR. Leslye has extensive experience in training salespeople and coaching managers. She is Google Analytics Advanced Certified, a Certified Radio Marketing Consultant and a Certified Sales Talent Analyst, having assessed over 10,000 media salespeople and managers. Leslye was the Vice President Of Talent Services for The Center For Sales Strategy before going on to start TalentQ Consulting and then Vici Media.
If you are doing a video pre-roll campaign, there are a lot of metrics you can measure, but which are the most important? Impressions? Click-Through-Rates? Completion Rates? A study done by Vindico clearly demonstrated that what counts for video ad campaigns are Completion Rates, saying,
“Click Through Rate is the King of False Positives”
The report goes on to explain that the value of viewers who watch your ads to completion (view 100% of your video ad) are much higher than that of viewers who click the ad. Why? How do they know
The study found that a user who arrives at your website by clicking on the ad, rarely goes beyond that landing page before leaving. However, of the users who did navigate past the landing page, 96% of them had watched 100% of the company’s video ads without clicking, compared to just 4% who had clicked on the ads and gone beyond the landing page. And of those navigating to a checkout page, 98% had completed the video ads without clicking. This dramatic difference is despite the fact that the proportion of viewers who arrived at the landing page was relatively evenly split between users who got to the landing page by click and those who got to the landing page on their own
This study underscores that both clicks and views will drive people to your landing page, but Completion Rates are what drive people to conversions.
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