Online Video’s Most Important Feature

In web video marketing, the most important element online video is not the video view.  It is actually the Post Play Interaction or PPI.  As defined by Rob Davis, a Partner and Interactive Marketing Director at Ogilvy, PPI is “the click immediately after the video plays.”

From a metrics perspective, many marketers deem total video views to be the most important element of a web video marketing campaign.  True – video views are a sound metric, along with video viewing minutes.  It is a good way to ascertain if audience was captivated by the audiovisual content and it can be a sound way to compare the success of multiple campaigns.  But views are only one component in terms of evaluating a campaign’s ROI.

Since the video content is being used to spur the viewer to action, the PPI is a major factor that needs to be consider.  After someone watches video content, what do they do?  Do they just close out of the browser window and move on to some other Web activity or are they sharing your content?  Better yet – are they engaging with your organization through a direct action? Effectively, the PPI is “the most important video-related click” – in some ways equal to hitting the “play” button and starting the video.

At Flimp, we often will say the reason online video is popular in marketing communications is because the audiovisual content spurs a reaction.  When the video is on its own, the onus (or PPI), is on the viewer to engage with an organization.  However, if the video is part of a video brochure or video landing page, viewers see branding, messaging and – most importantly – calls to action.  Enveloping the video with calls to action ensure that the viewer is able to easily move to a PPI. Which is the whole point of a marketing initiative. 

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