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Online Video Ad Assessment Tool Unveiled
In the US, online video ad service provider Jivox has developed a new metric to help advertisers gauge the effectiveness of their online video ads.
Based in San Mateo, California, Jivox provides advertisers with an online, self-service tool to create video ads using stock footage, images, music or their existing video assets.
The new 'Video Engagement Score' measures the multiple interactions a consumer has with an online video ad, and assigns a value to the ad relative to the performance of all the ads in the firm's Publisher Network.
This network includes local TV and radio stations, newspapers, weather and other specialty web sites, and offers geographic ad targeting at the city level as well as demographic and contextual targeting.
'Our service offers the opportunity to go beyond click-throughs to measure ad performance,' explained CEO Diaz Nesamoney. 'Until now, it was difficult to measure the engagement value of a video ad. Advertisers can now use our interactivity features and the Video Engagement Score along with our self-service capabilities to test and improve the performance of campaigns.'
Scores are calculated as the total viewer interactions weighted by response priority, and divided by the total views. Results are then normalized to fit within a range of 0-100, and adjusted so that the median of Engagement Scores across all active Jivox campaigns with more than 15,000 views in the network is 50.
Web site: www.jivox.com .
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