Break Media Forms Council To Improve Online ROI
ADOTAS – Break Media, an entertainment community for men, is forming a council to analyze online video advertising’s effectiveness to understand and improve the measurements of ROI in that medium. Members of the Online Video Advertising ROI Council include Ogilvy One, National Geographic Channel, AT&T, eMarketer and Initiative Media.
Break Media said it will initiate quarterly in-person meetings with council members to analyze consumer engagement; the council hopes its findings will appease brands who are demanding demonstrable evidence that their ad dollars are being effectively spent. Ultimately, of course, the goal is to prove that online media is a more effective method of snaring new customers than print, TV and radio. A recent report from Millward Brown indicates that online awareness and ad recall is better than TV and DVR, Break said.
“Marketers are increasingly challenged to demonstrate results from their advertising dollars, and particularly so as it relates to their online spending,” said Keith Richman, CEO, Break Media, in a release. “We are excited to take a leadership position in providing a forum where innovative research, critical thinking, and demonstrations of online video advertising effectiveness can be presented, discussed and assessed.”
Brands can join the council and have access to custom research that will focus on the effectiveness of online video advertising in niche market segments.
“Our data shows that Internet video is unquestionably a lean-forward experience. The audience is watching with their hand on the mouse, ready to click away as soon as they lose interest,” says Matt Cutler, vice-president of marketing and analytics at Visible Measures, a provider of independent third-party measurement for Internet video. “As advertisers look to maximize the return of their online video investments, media companies must iron out accurate reach and engagement metrics.”
Some of Break’s properties include Chickipedia, Holy Taco and Wall Street Fighter.
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