Smash the Marketing Kingdom in the New Century by Terzi Erkan

Author:Terzi, Erkan
Language: eng
Format: epub
Published: 2022-05-14T00:00:00+00:00

Video Analysis Methods in the Digital World

Apart from the increase in the impact of digital marketing, the acceleration of videos as content continues to increase compared to image and text displays. The general platform used by the brands for video analysis is the analysis results of the video channels that are displayed. However, this information, unfortunately, does not show how successful the work is on the brand side. I don't want to blame any platform, but my friends working on the marketing side need to draw their own conclusions. Therefore, I felt the need to prepare this article.

We mainly use the Youtube channel for video screenings in digital media. At the same time, we can perform our video screenings in many areas such as facebook, instagram, tiktok, linkedin, twitter, GDN, Programmatic, and local video channels. First of all, I will be explaining the definitions of the following formulations and how you should use them. In general, video works are used with the abbreviation OLV (Online Video). I will use English terms and try to convey Turkish definitions as much as possible.

• Engagement Rates

• Frequency Rate

• Market Share (GRP / Gross Rating Points)

• Access Rate % (Reaching Rate %)

• Video Aspect Rate (Completed Rates)

Before preparing all the prioritized formulations, what you need to do is to find the number of internet users in the country. The total population of Turkey is 83 million and the number of users who can access the internet is 86.4%. This rate shows mobile users, when we look at the general rate, we encounter a lower percentage. However, what matters to us is the total number of users who can access the internet.

(83,000,000 x 86.4) / 100 = 71,000,000

The channel where we will do our video analysis will be Youtube. In this context, we need to remove Youtube penetration of Turkish users. This is given as 90% for Turkey.

(71,000,000 x 90) / 100 = 63,900,000

Now, when we work on the Youtube channel, we have calculated the total number of people that can be reached. These figures will be important within the scope of our general marketing efforts and also when we want to make comparisons with classical marketing channels. Normally, each platform gives us the number of active users per day. However, this figure is not a clear figure for the "success rate" of the work done for us in general.

Another point I need to remind you is that it will not be possible to reach these user numbers in 1 day or 1 month. The length of the campaign period is important in this context. I don't need to tell you how big budgets are needed to reach the whole audience anyway. We will be measuring our results within our budget.

Let's go through its results by specifying a sample video. Let the name of the video be ABC. This video is a product video, its duration is approximately 46 seconds.

ABC Video Results:

Number of Views: 6.200

Number of Impressions: 1,700,000

Number of Unique Impressions: 1,100,000

Likes: 7

Comment: 3

Clicks: 192

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