Play Rate to Play Safe

Play rate is the ratio of the amount of views your content receives to how many impressions (amount of times the ad is definitively acknowledged). What this reflects is how your consumer is responding if they are in fact doing so at all. If your video has a low play rate, measures such as more eye-catching thumbnails and a beefed up call to action can cure even the most down trodden videos. Emphasis should be placed on your opening sequence with a clear concise call to action in the form of a thumbnail in video or photo form. Companies like Old Spice, Mio, Pepsi and Apple all have distinguishable logos, for some too distinguishable. What Old Spice and Mio have done is create hilarious characters so vivid and descript that they almost stand alone if not for their obvious affiliations. This is good because consumers are more likely to click on a picture of the afro wearing ‘pomegranate Mio guy’ vs. a bland industrious logo.