A huge transition is taking place in the business world this year as $12 billion in advertising spending is moving from TV to online advertising.
Want to know some of the top reasons?

• The viewer finally has control 
• Video is immediately actionable 
• There is greater specificity in online video's ability to target the right viewers 
• Last but not least -- it is highly measurable

Tracking usage and viewer preferences should be a requirement for anyone developing online video because it offers companies great insight toward understanding prospects and customers and can greatly inform your sales process. Your online video platform should have tracking and reporting capabilities built in so you can benefit from the rich metrics to understand your audience.

Gauging the success of corporate video programs usually centers on analyzing the level of viewer interaction. Be sure to establish the benchmarks for your video beforehand to assess engagement quality and determine viewer interests. Registration capture, number of leads, average viewing length, downloads for demos and types of action taken by the user are basic statistics that can be used to measure the success of a video campaign.

Look for a format that includes additional data-measuring features that also give you the capacity to report beyond the basic program stats. Campaign insights that greatly enhance the program overview include: registered or anonymous view time, lead generation total and quality, download activity, platform interactions, or polling feedback.

All of these data points can feed into an engagement formula. This information will be critical to determining the effectiveness of your program and can be used as virtual market research in product development, market planning and almost every aspect of your business.