LAS VEGAS \u2013 Is the advertising industry stuck on so-called intermediate metrics when judging the performance of their video campaigns? Oren Harnevo thinks so.<\/p>\n
The CEO and Co-Founder of Eyeview believes there\u2019s no substitute for actual outcomes, meaning a person sees a video and then buys something.<\/p>\n
\u201cA lot of the video campaigns you see out there are optimizing toward hitting a demo, or targeting a DMA, or making sure the videos are completed, or they\u2019re viewable and a lot of intermediate metrics like recall,\u201d Harnevo says in an interview with Beet.TV at CES 2017<\/a>.<\/p>\n Eyeview\u2019s VideoIQ platform infuses consumer, brand and retail data into a decisioning engine to programmatically deliver one-to-one personalized video. One of the company\u2019s recent case studies<\/a> details a $7.83 return for every $1 in ad spend for TriHonda\u2014representing dealers in Connecticut, New Jersey and New York.<\/p>\n \u201cWhat\u2019s special about focusing on outcome is that it kind of cures a lot of the ills and worries of the industry right now,\u201d says Harnevo<\/a>.<\/p>\n He cites \u201ccrazy, unprecedented\u201d hacking attacks and \u201calmost about $5 million fraud a day with video ads, and that gets advertisers very frightened and it should be.\u201d<\/p>\n He says focusing on sales rises above such concerns because Eyeview is buying real people. \u201cYou can\u2019t fraud a sale,\u201d says Harnevo. \u201cYou can fraud a completion. You can fraud a viewable demo but you can\u2019t fraud a store sale.\u201d<\/p>\n Eyeview uses data partners that vary by business category, including marketers\u2019 first-party CRM data, Nielsen Catalina and others in consumer packaged-goods, Cardlytics and MasterCard in financial services and, as in the case of TriHonda vehicles, J.D. Power and Associates.<\/p>\n \u201cIt\u2019s really closing the loop from the view of a real person all the way to the end to see if they actually bought,\u201d is how Harnevo describes the process.<\/p>\n Screens are becoming less important, according to Harnevo. \u201cWe need to make sure that we can find this individual again or find any person again. It doesn\u2019t matter where he\u2019s at,\u201d he adds. \u201cFor us it\u2019s television, Facebook, mobile.\u201d<\/p>\n This video was produced as part Beet.TV\u2019s coverage of CES 2017 presented by 605<\/a>. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" LAS VEGAS \u2013 Is the advertising industry stuck on so-called intermediate metrics when judging the performance of their video campaigns? Oren Harnevo thinks so. The CEO and Co-Founder of Eyeview believes there\u2019s no substitute for actual outcomes, meaning a person sees a video and then buys something. \u201cA lot of the video campaigns you see […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6105],"tags":[3861,3862,5883,5903,6003,6023,6119,6120,6121],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44220"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=44220"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/44220\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=44220"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=44220"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=44220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}