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Interesting. Is that true even if you're only able to consider last-touch rather than the whole picture? (For example, if you're a performance marketer working
by thenomad 11y ago
Interesting. Is that true even if you're only able to consider last-touch rather than the whole picture? (For example, if you're a performance marketer working on commission for leads or sales.)
I've not yet seen spectacular results for video, speaking as someone in the above category (some of the time) but my hunch has long been it can be very effective.
- shostack 11y agoI'd be shocked if this was the case given how much of video is pre-roll and the "view but don't click" nature of it. You'd have to have a pretty friggin' compelling CTA to get someone to click it and drop your cookie.
- nl 11y agoWe consider the whole picture, using paid participants and heavily instrumented browsers (including eye-tracking etc) on both mobile and desktop. Clearly there are still holes in the methodology, but it's at least as good as I've ever seen done.