A new Nielsen Media Lab study, which was commissioned by HIRO Media, was published on IAB's member research section.

How do you measure the effect of an online video ad? Engagement metrics (i.e. clicks, VTR and viewability) are easy to monitor and accurate, but the challenge with these digital KPI’s is that they are virtual in their very nature. You will know how many people saw your video ad but you cannot deduct from that how many people actually remembered the ad, liked the brand, and had an intention to buy. In other words, viewability and VTR are KPI’s and not an ROI. In this new Nielsen Media Lab Study that was commissioned by HIRO Media, the report identifies what predicts the effect of the ad and analyze new factors that prove to be more influential then the traditional engagement KPI’s.

The Nielsen HIRO report was also covered by Mediapost, VideoNuze, ExchangeWire, Adotas.

To download the report, click here.