The attention metric measures the engagement of a video viewer


In today’s environment, video marketing is faced with a huge challenge – how to get people to not simply watch videos, but also pay attention to them. With the multitude of social media platforms and other media wonders available to the public, people are being increasingly distracted by the very devices they use to watch the videos on. They no longer have the same attention span. With that in mind, how do we measure the effectiveness of our video marketing? We need an attention metric.

In this episode of Video Marketing 2.0 podcast, your hosts, Joel Goobich and Brendan Carty, discuss a new metric for measuring how much attention someone is paying to a video versus the number of downloads of that video.

These days, people are more distracted than ever. They’re using multiple devices at once, and performing multiple tasks on the devices themselves – checking email, posting to social media, watching video, etc.

Because of this, you can’t judge a video’s effectiveness based solely on views. After all, the people who are ‘viewing’ your video may not actually be watching it. Luckily, there’s a new, better metric.

The Attention Metric:

Courtney Henseler, Director of Consumer Analytics and Research at AOL, came up with the new ‘Attention Metric’, which judges how much of your content is being seen, and sinking in. Here are some of her findings:

On average when people are distracted by the device they use to view videos – their ad recall decreases by 43%.

  • On average when people are distracted by the device they use to view videos – their ad recall decreases by 43%.
  • The further a device is from a person, the less the content sinks in.
  • TV has the highest frequency of distraction – average distance is 7 ft 4 inches
  • 180 impression for PrimeTime TV ad = 100 impressions for short form video content. (This means that you need to run a tv ad almost 2x the amount of a short video to get the same effect/engagement)

What does this mean:

It’s actually good news for video marketers. The metrics indicate that videos viewed on mobile devices are more effective than TV ads. Since the majority of online video content is viewed on a mobile device anyway, this is positive.

Of course, you’ve just got to make sure your content is short, concise, and easy to watch on a mobile screen. And because many online videos are viewed without sound, if your video makes sense without sound, that’s even better.

What You’ll Learn

  • Why people usually don’t fully pay attention to videos.
  • Shocking statistics about viewer’s attention spans and devices they view videos on.
  • The two attributes of an effective marketing video.
  • How it could be possible to measure someone’s attention during videos.
  • Best practices of crafting your message.
  • The importance of knowing who your audience is up-front.

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