Graphical representation of KPIs with digital video thumbnails.
Welcome to the vibrant city of New York! As the landscape of digital marketing continues to evolve, one thing is clear: understanding and tracking Key Performance Indicators (KPIs) is more important than ever for marketers, especially those focusing on digital video campaigns.
With platforms like TikTok, YouTube, and Connected TV (CTV) wrestling for a piece of the marketing pie, the stakes are high. Without clear KPIs, marketers are left feeling a bit lost. They struggle to communicate with leadership about how their campaigns are performing or where to invest their digital video marketing dollars.
A recent report highlighted maintaining clarity of KPIs as the third most crucial strategy for marketers worldwide, just trailing behind brand-building and implementing a full-funnel marketing strategy. The need for clear KPIs becomes even more pressing as marketers face the challenge of converting budget-conscious consumers. Accurate data helps inform all aspects of a marketing strategy, enabling marketers to make effective budget decisions and report their successes accurately.
When it comes to the most significant KPIs, social media reach is top of the list, outpacing both customer satisfaction and customer retention. This indicates a growing focus among marketers on expanding their audience through social platforms, while also keeping their existing customer base happy. The goal? To help new customers discover their brand and showcase exciting new products to loyal fans.
Looking to tap into this expanding audience? TikTok might just be your best bet. Projections suggest it will become the fastest-growing social media platform in 2024, with an impressive 9.4% year-over-year growth. However, there’s a twist—despite this growing popularity, social costs per thousand impressions (CPMs) are on the rise. For instance, CPMs for platforms like TikTok, Meta, Snapchat, and YouTube all saw upward trends in the first quarter of 2024. It’s projected that these costs will continue to climb into 2025, making smart budgeting a must.
In terms of specific CPM forecasts for Q1 2025:
This growing cost isn’t without a reason; as more advertisers flock to these platforms for video advertising, competition naturally drives prices higher.
Now, you may be wondering about engagement—an essential part of any campaign’s success. For instance, media and publishing posts boast a solid 4.7% engagement rate, outpacing the overall average of 4.1%. Although driving product-related engagement on platforms like TikTok can be challenging, that doesn’t mean marketers should shy away from leveraging this platform altogether.
Let’s not overlook CTV, either. It’s been reported that CTV captures more attention than traditional online video or display ads, with attention metrics sitting at 69.5 action units (AU) compared to 38.4 AU for online videos and 22.1 AU for display ads in Q3 2024. This ability to capture an audience’s attention might explain why CPMs on YouTube are so high right now.
Interestingly enough, almost 7 in 10 U.S. YouTube viewers are tuning in via CTV, highlighting yet another pivot for marketers looking to grab attention on digital screens.
As the digital landscape continues to shift, one thing remains constant: having clear and actionable KPIs is critical for any marketing strategy. Whether it’s expanding your social media reach, diving into video marketing, or capitalizing on the unique benefits CTV has to offer, staying informed will set you up for success in this exciting digital age.
Keep your eyes on the trends, your data organized, and your strategies flexible—there’s a world of opportunity out there waiting for you!
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