Tuning in to Context: Achieving Quality, Consistency and Transparency in Digital

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Presented by

Mary Anne Hensley, CMO Council ; Mike Olson, Fox Rent-a-Car

About this talk

For obvious reasons, video represents an unprecedented level of opportunity for companies looking to amplify their digital engagement efforts. However, many companies still lack a formalized strategy for implementing video, and worse, the metrics currently being used to gauge the success of video are questionable, at best. Many organizations are still applying the same metrics for online video that they use for TV advertising, and with Facebook and Google both admitting to flawed, incomplete and often incorrect reporting structures for video campaign outcomes, it is becoming more important than ever for marketers to establish reliable strategies and metrics for video performance. With the level of opportunity that video presents, how can marketers ensure that they are getting the biggest bang for their video investments? What metrics truly matter when it comes to understanding video campaign success, and how can marketers achieve the contextual consistency they need to really understand how their videos are performing? To address these issues, the CMO Council will be hosting a webinar to explore the greatest barriers to success when it comes to implementing video campaigns that deliver the intended results, in addition to the metrics needed to gain full transparency into video performance to understand who is viewing videos—as well as when and where they are being viewed—and determine their impact on the bottom line. The webinar will be on July 10 at 10am PST/1pm EST, and presented by Mary Anne Hensley, Director of Content and Marketing Programs here at the CMO Council; Ben Segal with Vuble, and Mike Olson with Fox Rent-a-Car.
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The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000 plus members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities comprise global executives across 110 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa.