TV advertisers are fond of reaching a mass of people – but, online, is viewership the be-all and end-all?
“It’s not about driving a million views – it’s more about, ‘How can we drive 250,000 engagements?’,” says Richard Spalding, CEO of The 7th Chamber, a seeding agency which aims to push videos to people who will watch at least 50% of frames.
For Spalding, measurement is about “moving away from an impression-based metric” to engagement, which is “more likely to move to a path to purchase”.
His London-based 7th Chamber promotes video content for clients – like Old Spice, Mini and Hotel Chocolat – by establishing online editorial placements, then maximizes attention using paid media.
We interviewed Spalding at Beet.TV’s executive retreat at Vieques, Puerto Rico.