This article was reproduced in Media 360

One of the questions that plagues brand owners is, how exactly should brands measure the effectiveness of advertising on short video social platforms?

Recently, the media 360 observed that is in the wind and waves of the shaking sound, quietly launched the "effective interaction rate" indicator, causing a lot of concern and discussion in the industry: Why shake the sound will be launched at this stage of this indicator? Effective interaction rate, how exactly is calculated, why is the jitter so calculated? What is the value of this indicator to the industry?

This paper intends to start from the introduction of "effective interaction rate" indicators, on the short video social platform advertising performance evaluation related issues, some discussion, the future industry needs what kind of performance measurement standards.

Why shake sound in the outer chain click, play and other related indicators,

Launch the "Effective Engagement Rate" indicator?

The performance evaluation and measurement of the value of media advertising is a very important subject for both advertisers and advertising media itself.

From the level of advertisers, through such indicators, more direct and rapid to see the marketing effect of each delivery and the level of the industry, from the media level, such indicators, is an important part of the media management ecology, the media only to establish an effective, systematic, standardized performance evaluation system, in order to allow advertisers to more assured that advertising.

Specific to the short video social media industry, a senior operator pointed out that advertising performance is generally assessed from the three dimensions of interaction, click and playback. Among them, interaction is the most prominent feature of social media, interaction rate index, is the most valuable data on social media to measure the effectiveness of advertising interaction.

It is understood that in the past, Jiyin for the brand owner to provide advertising interaction data, mainly likes, forwarding, comments, although the data is many and complete, but still need further analysis, in order to know how the ads behind these data reflect the effect of interaction. That is to say, in the three major evaluation indicators of social advertising performance, jitter has exposure, click, playback and other indicators, but in the "interactive effect" of the indicator, in fact, there is a lack.

Therefore, the introduction of "effective interaction rate" indicators, is likely to solve this problem, the interactive data integrated, the formation of a professional evaluation index system, not only to help the jitter platform brand owners more convenient to see the advertising performance and industry standards, but also conducive to the next step of the development of commercial products.

Media 360 guess, the introduction of this indicator, is to shake the sound of the original information flow advertising scale cooperation to pave the way, and then may also launch more such as brand accounts to facilitate the long-term interaction between the brand and users of marketing products.

How is the "Effective Interaction Rate Indicator" calculated?

Why is the jitter calculated like this?

The "Effective Interaction Rate" indicator for jitter is calculated as follows:

The formula for the effective interaction rate of the jitter: the effective interaction rate is the UV/ad exposure UV that has had the behavior of advertising interaction

There have been ad interactions, including: likes, comments, retweets, follows, access to the home page, viewing related music, clicking on topics, and so on.

Combined with the "Tmall 38 Queen's Day" native information flow advertising performance data to carefully observe, found that the "effective interaction rate index" calculation method, there are three distinct features:

  UV data were used in both interactive behavior and ad exposure, reflecting the proportion of people involved in the interaction;

  In the statistics of interactive behavior, there are music, challenge topics and so on, which can directly stimulate users to participate in the interactive behavior, is unique characteristics of jitter;

  Jiyin advertising performance of the three major evaluation indicators, basic indicators, playback indicators, interactive indicators are mutually exclusive, there is no repeated calculation.

The characteristics of the "effective interaction rate" calculation method are in fact the characteristics of high activity, high viscosity and deep interaction of the users of the jitter platform.

On the one hand, jitter is born with a full vertical display form, can bring users a more immersive viewing experience, video content occupies the entire screen of the phone, more information, more focused perspective, more focused, the possibility of user distraction is also lower, but also close the distance with the user, so that users more natural and smooth interaction with video content, stimulate the user's sense of participation.

Jiyin, on the other hand, is a relatively centered, flat social platform with less hierarchical propagation paths. Hot topics are often the active participation of many people, and through the interactive participation of many interest groups, fermentation to form a larger social topic. Therefore, the short video transmission on the jitter, the user has a deeper impact, especially in the niche class, the depth of transmission is better.

In the brand marketing level is also the same, shake the sound platform, the relationship between users and the brand, not only onlookers and onlookers, but a deeper mode of interaction.Full vertical screen environment, so that the brand and users, more and more close, more intimate, more interactive atmosphere.

In addition, the brand can directly run native information flow ads, launch topic challenges and other ways to interact with users, which with the past users see ads, and then click into the landing page to generate interaction, jitter conversion path to be more forward, brand advertising and users of the "touch-interest-interaction-action" communication path is shorter.

Therefore, jitter "effective interaction rate" choose to use UV statistical methods, as well as the three indicators are completely mutually exclusive, no double calculation, it is likely to be from their own platform's social advantages, really reflect the impact of advertising on each individual and the depth of interaction.

"Effective Interaction Rate Indicators"

What is the value to the industry?

What is the significance of the introduction of "effective interaction rate index" to the industry, media 360 also interviewed some insiders.

A brand owner believes that: if the short video social platform can have clear and effective monitoring, through the index to reflect touch, interaction and transformation, which brand customers advertising behavior, budget allocation and delivery preferences, etc. , are helpful and guiding.

A third-party platform industry analysis, the introduction of effective interaction rate indicators, for short video social industry advertising performance measurement, took an exploratory step, is conducive to promoting the emerging industry data infrastructure and standards of continuous improvement, and jointly make the industry's commercial market bigger and stronger;

Another senior media person pointed out that advertisers are not stupid now, retwee praise are human intervention, the real concern is transformation.

In summary, the calculation formula of the interactive rate index is mainly derived from the characteristics of the platform. To some extent, it reflects the advertising value behind the platform. Analyzing the value behind the data and applying it to brand marketing is worthy of industry research and analysis.

In the media 360, the outstanding characteristics of jitter advertising, that is, higher immersion and stronger interaction rate, brand owners should be more strategic, targeted layout, and even with the jitter platform co-creation, together to stimulate the platform's unique creativity and explosive power.