Real Time Content

Leading marketers listen to their customers. In a fast changing media environment it is critical to understand your audience.

RTC’s solution is designed to provide valuable knowledge that will optimize your media mix both online and off. We believe that online video is often measured incorrectly; for example using direct response metrics such as clicks for branding executions. We work with our clients to ensure that we are using the most appropriate metrics based on their specific objectives.

There are unique challenges involved in measuring online video, including:

Data is more complex than traditional display or search link
Variety of formats
Variety of video players
Lack of standards

RTC approaches each campaign with a clear understanding of the client’s business objectives as well as what we hope to learn. Each campaign is an opportunity to ‘test and learn’ to fuel continuous improvement.

Although measuring online video presents challenges, it must be recognized that it can provide unique and meaningful insights. We believe that marketers need to become comfortable with engagement metrics such as:

Consumption: What did consumers see?
How long did they watch?
Interaction: What was consumer behavior?
What were their preferences?
Conversion: Did consumer buy product?
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