Proving video ROI: How to connect video ad spend to product sales

Oren Harnevo

In 2016, marketers are demanding accountability like never before. They have access to endless tools to connect with consumers, but knowing what actually drives sales remains essential. Matt O'Grady, CEO at Nielsen Catalina Solutions, a company that helps CPG marketers measure and improve advertising performance, hit the nail on the head when he said, "You need to connect the consumers' response to an ad to their actual in-store purchases — that's nirvana."

The future of ads is about business outcomes, not media metrics. To get those outcomes, marketers are driving sales by innovating how messages are bought, targeted, and delivered across many channels, such as search, email, display, and retargeting. But as it pertains to video, a medium eMarketer reports U.S. adults will spend an average of 5.5 hours watching every day, marketers' expectations remain limited. Despite video's deep level of engagement, the majority of marketers haven't figured out how to leverage it to drive sales and still focus on traditional awareness and brand equity metrics.