Enough about ROI, what about ROC?

Every business wants to know about ROI. We all know what it is, how to measure it, and what it means for a business. That’s great, but video isn’t like other sectors. It’s not subject to the same rules. We’re not selling toothbrushes or pedigree spaniels or window-cleaning services. So what we need to measure is return on content.

You need to know how much you’re spending on video content and how much money you’re making on it. If you’re a marketer, you need to know which video generated the most test drive bookings, or the most requests for a brochure, and how much that video cost you in the first place. Then you can find out what content is working for you and what isn’t.

If you’re a content owner, the same calculation applies. How much did it cost you to get your video in the beginning, and how much revenue is it generating for you now? You need a means to measure the readies coming in from subscriptions, pay-per-view, or advertising revenues –whatever your chosen metric is (or all three). Otherwise you’re floundering around without a clear idea of where to focus your efforts. The more information you have about profitability versus cost the better your strategy can be.

MioEverywhere reduces cost across the board, so you stand a much better chance of making a good return on content. And MioMetrics allows you to measure the impact of your video. So get with the program and start considering your ROC.

This entry was posted on Thursday, March 18th, 2010 at 2:34 pm and is filed under Distribution, Internet/Content Aggregators. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.