“Metrics can be meaningful, not menacing,” explains Jun Group’s CEO Mitchell Reichgut in a recent article on MediaPost about the future of online video. His piece goes on to detail the kinds of metrics and reporting that video advertisers should be asking for in order to see real ROI.
In the article, Mitchell draws a comparison between the movie Moneyball and the current state of reporting and targeting in the online video space. In the movie, Brad Pitt’s character, Billy Beane, plays the general manager of the Oakland A’s baseball team. Billy becomes famous in the sports world for creating a baseball team by discarding the traditional means of player evaluations and instead focusing on the data that builds a winning team. In this same light, Mitchell explains that brands need to push their technology partners to share more of the data that matters.
In short, online video is an important element of a brand’s online presence, but more work needs to be done to make it a success.
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