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@PHILNOTT INGHAM
ROIKPIsMetrics
Things we can measure How we define success Attributable financial return
#WistiaFest / @philnottingham
We keep conflating these concepts
#WistiaFest / @philnottingham
Views
Engagement
Drop-off
Play rate
Re-watches
Annotation/CTA clicks
Shares
Embeds
Video Metrics
#WistiaFest / @philnottingham
More Numbers ≠ More Better
#WistiaFest / @philnottingham
Typical Big Brand CMO
“We want a viral video!”
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#WistiaFest / @philnottingham
An Impression in 2016…
Status: HTTP/1.1 200 OK
#WistiaFest / @philnottingham
‘Metrics help us adjust our strategy, but don’t define
success”
What is a good KPI for Video?
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Why do we use video at all?
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Benefits of video
Emotional medium
Can say a lot in a short space of time
#WistiaFest / @philnottingham
Video Moves People
“Meaningful Impression”A video view that moves your audience in
the direction of more money
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Universal Video KPI
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Emotional State Change +
Minimum Viable Conversion
Universal Video KPI
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KPI Requirements
The feeling you want to elicit
The smallest positive next action
#WistiaFest / @philnottingham
KPI Requirements
The feeling you want to elicit = Creative Goal
The smallest positive next action = Marketing Goal
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Measuring Emotional State Change
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Emotional State Change = Discrete
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#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Measuring Minimum Viable Conversions
#WistiaFest / @philnottingham
• Visit another page
• Watch another video
• Amplify (share/like)
• Timeline action
• Subscribe
• (All of the above)
MVCs for Video
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Emotional State Change = Discrete
Minimum Viable Conversion = Continuous
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What about ROI?
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“ROI is measured by tying the KPI to financial performance
(as much as possible)”
#WistiaFest / @philnottingham
(on-site & private sharing)
1.
2.
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ROIKPIsMetrics
Things we can measure How we define success Attributable financial return
#WistiaFest / @philnottingham
Metrics
#WistiaFest / @philnottingham
KPIs
#WistiaFest / @philnottingham
Emotional State Change +
Minimum Viable Conversion
Emotional State Change
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
1. Watch another video
2. Subscribe
3. Share
4. Like/Comment
5. Click a Link (Annotation/Card)
MVCs for YouTube
MVC 1. Watch Another Video
#WistiaFest / @philnottingham
MVC 2. Subscribe
#WistiaFest / @philnottingham
MVC 2. Subscribe
#WistiaFest / @philnottingham
MVC 3. Share
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MVC 4. Like/Comment
#WistiaFest / @philnottingham
MVC 5. Click a link
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Pick the MVC most relevant to your content & goals with YouTube
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ROI
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Why Use YouTube at all?
• Reach from platform (Organic)
• Advertise to relevant people (paid)
#WistiaFest / @philnottingham
“Don’t send traffic to YouTube if YouTube isn’t sending traffic
to you”
#WistiaFest / @philnottingham
Focus on view-through conversions for paid campaigns