If you're an advertiser, you're probably investing less than you should in digital video.
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It's one of the biggest contradictions generated by click attribution: on the one hand, The habit of video consumption is the fastest growing - be it Reels, YouTube, TikTok, or streaming.
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On the other hand, since it is a difficult medium to measure, few advertisers invest a higher percentage of their media budget in the format.
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The traditional “engagement” and “click” become confusing metrics; “retention” doesn't say much about purchase intent; what works and what doesn't work, creatively, is unclear and there isn't much room for testing and continuous improvement on the same asset - this complexity may justify the fear of many advertisers investing in video in the steps that most depend on clear and accurate metrification, considering the usual attribution methods.
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However, a study by Uncover According to TikTok, it showed that, even though the format represents 11% of media budgets, it generates a return 48% higher than the average investment in digital media.
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It is true that investment in this format still tends to grow considerably, but for this we will need to embrace measurement methods capable of capturing its effect well.
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Some options? Work with frameworks such as Marketing Mix Modeling, or MMM, which offer greater visibility of the ROAS and the real impact of campaigns on the macro of marketing actions.
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Are you interested in learning more about Marketing Mix Modeling and media optimization?
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