| Measuring rich media and video content
required more than just impressions. Online ads, Web sites,
mobile apps, possess an inherent value, interactivity.
It makes sense to applying a quantitative and qualitative
measurement to this interactivity to measure success.
Interactivity is valuable in terms of its representation
of a users interest or engagement intentions.
Verbal communication very undervalued in online video.
Measurement requires both metrics and interpretation.
Time spent + interactions + device play = Factor
X [1-5]
where Factor X is the adjustment used for any of the five
basic brand metrics and four direct metrics commonly used.
Measuring Interaction With Google Analytics
Google
Analytics is a free online web analytic program that provides
for measuring interactivity with rich media elements.
At the simplest level, links can be tagged and added to goals.
At a more complex level, 'Events' may be tracked. Events
refer to any number of activities that may not be called by
a text link. For instance, preferences to view video in full
screen etc
Next: Rich Media
Options
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Standards Index | IAB
Interactive Media Standards | Rich
Media Accessibility | Measuring Interactivity
| Rich Media Options | Rich
Media Strategies | Using Rich Media |
MM Standards Updates
|
