This quarter for the Q4 2017 Native Intelligence Report Bidtellect Q4 2017 Native Intelligence Report, we took a deeper look at how marketers on our platform are utilizing view through conversions, video formats and engagement metrics. We decided to take a deeper look at view through conversions because of the role they play in the consumer’s path to purchase, specifically for brand awareness and top-funnel consumer relationships. Additionally, we analyzed video trends on our platform year over year to see how the trends have evolved over the course of the year. Lastly, even though we look at engagement metrics and all goal types every quarter, Q4 2017 proved to be particularly interesting.
Here is a brief overview of the trends revealed in this quarter’s report:
Trend #1: Growth in View-Through Conversions
View through conversions provide a more holistic picture of a consumer’s entire path to purchase. Advertising is about seeing and engaging with a brand through content, enhancing the relationship and making purchase behavior more likely during a future engagement with your brand down the funnel. Measuring and tracking view through conversions enables marketers to quantify top-funnel engagements more precisely, helping them understand their advertising budgets better, leading to more efficient spend and greater ROI for future budgets.
As a technology company with tremendous reach, Bidtellect’s platform accesses a wide audience and massively scales prospecting opportunities for brands. By exposing people to content that they wouldn’t normally see and tracking these engagements with view-through conversions, brands are expanding pathways to deeper engagement. Capturing these initial touchpoints is critical for brands to identify new potential audiences, drive that first engagement and ultimately push them through the funnel. Although this seems obvious, there will always be a direct correlation between the branding you do and the conversions that you get.
Trend # 2: Shift Toward Autoplay Video Formats
2017 was a year of significant change for digital advertising and its key stakeholders. One of the most important developments was the industry-wide movement toward ad formats that provide a better experience for the end user. On the Bidtellect platform, and through the experience of our advertiser partners, we have found that in-content video is highly engaging, preferred by the consumer and ultimately performs better for campaigns. Comparatively, pre-roll video disrupts the consumer experience, lacks real user engagement, often leaves the viewer with a negative perspective on the brand and is usually ignored.
Digging a bit deeper into in-content video formats, year-over-year we found that video budgets moved away from user-initiated formats toward autoplay formats. Performance metrics show better consumer engagement with the autoplay formats as this inventory is highly viewable, and integrated with the consumer journey. One thing to note is that the Bidtellect platform only offers autoplay that DO NOT have automatic sound, as this was one of the characteristics that were highly rejected by consumers, according to the Coalition for Better Ads.
Trend #3: Brands are Seeking Engagement Metrics to Understand Campaign Success
Year over year from Q4 2016 to Q4 2017 we have observed advertisers shifting focus from click-through rate toward engagement metrics when it comes to measuring their content distribution campaigns. This time last year, CTR was the dominant KPI, but now the numbers have changed drastically and marketers are equally using Engagement Metrics and CTR as indicators of campaign success.
For a long time, we have predicted that the tides would turn this way, which is why we developed a proprietary metric to measure post-click activity on content called Engagement Score. This metric looks at actions like bounce rate, time on site and page views per visit. When it comes to content, marketers simply cannot measure success the same way they do for traditional display ads, and as they realize this to be the case they are integrating more advanced, meaningful insights and analytics into their strategies.
Bidtellect Q4 2017 Native Intelligence Report to learn more about these trends.