Sharethrough rate: the rate at which video content is being shared. Click-through rate is to search advertising as sharethrough rate is to social advertising. The goal is to find the places or people most likely to share so that you can maximize the sharethrough rate.
Considering most people ignore video ads all together, non-engagement measures, like total views, are worthless in measuring an ad’s success. Advertisers are now seeking to measure success by looking at an ad’s “sharethrough rate.” This new measure puts even more pressure on advertisers to do what they should be doing in the first place: come up with engaging, creative stories to tell. And that is good for all of us.
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