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Founder and CEO, PK4 Media
Completion rate is often considered the reigning king of success metrics for video content, but it’s not always the only—or best—way to measure campaign effectiveness. Tom Alexander, founder and CEO of video advertising platform PK4 Media, spoke with eMarketer’s Sean Creamer about why the best metric for measuring success depends on the channel.
eMarketer: Viewers consume video content across an ever-growing number of channels. How do you enable advertisers to scale their video advertising efforts and keep up with consumers?
Tom Alexander: We rely on retargeting as viewers move from channel to channel. For instance, after users have seen our ad in a movie theater, we retarget them with related creative while they’re watching a show on Hulu. Then, when they come to Facebook or another channel where we’ve leveraged paid social advertising, we can retarget them again and say, “Come to this site and make a purchase.” Social is usually the last touchpoint, and it’s the channel that adds scale.
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