Object-level data is a secret weapon that unlocks deeper insight on the consumer’s journey through your video ad. When it comes to audience engagement, it’s crucial to get a grasp on what exactly garnered consumer attention and the specific elements that made them want to interact with the content. How else would an advertiser have any chance of replicating it?
There are a lot of things that may or may not have played a role in the high performance and traditional measurement tactics lack the granular data to analyze the end user.
Object Data is Objective Data (duh)
KERV can identify objects in your content and automatically convert them into immersive opportunities for the viewer to engage with via scrolls, hovers, and clicks. The result is isolated metrics on the individual SKUs, products, features or creative elements that link to landing pages or CTA’s that provide a more detailed map of the consumer’s journey for advertisers to follow. This breakthrough in object-level insights takes the trial-and-error method a step forward by pinpointing successful engagement within your content and breaking them down moment by moment.
KERV utilizes 7 object-level metrics to hyper-track the consumer’s engagement:
- Total Time Spent with Object
- Average Time Spent with Object
- Number of Object Views
- Number of Object Highlights
- Number of Object Links
- Object Highlight to Object View Rate
- Object Link to Object Highlight Rate
This 1st party data reveals undeniable evidence of what campaign elements caught their attention and pulled them in. This is something we call “Active Attention.” You can check out the full Active Attention Index here.
Consumer-Led Campaign Optimization
Object-level data also reveals precise mid-funnel moments where viewers spend extended time engaging with the brand. Because these insights can track the success of specific creative elements, such as copy and imagery, advertisers can make in-flight optimizations in near-real time with unprecedented speed and precision.
When you combine powerful insights with dynamic capabilities, the result is ultimate personalization tailored to the individual based on exactly what they engaged with. If a consumer interacts with a specific flavor of soda in a video, for instance, then KERV can automatically target the consumer with a second video featuring that flavor to effectively move them down the funnel.
With the right experience, the consumer will lean in and engage on their own, fueling consideration and bringing them closer to making a purchase. You can find out more about the effect interactive, shoppable videos have on the traditional funnel in our Mid-Funnel May blog series. With such in-depth evidence of successful engagement, you’ll feel more assured when it comes to planning your next campaign.
Object-Level Data Offers Big-Picture Confidence
These insights provide big-picture confidence when it comes to your media buying strategies. Knowing when consumers are taking real, organic action within a brand’s video can help you make smarter spending decisions with your inventory along the consumer’s journey. By breaking down an ad’s performance and reading between the frames, advertisers can map out hyper-focused results, guaranteeing improved metrics and a better experience for the consumer. It’s a win-win.
Learn how to Object-Level Up your campaign data today.