The video format is the most effective tool in the 21st century. For validating the effectiveness of the proposed policy, replacing the text of the privacy policy agreement with a video clip requires applying some analytics and statistics methods. They are the easiest to measure on the Internet, so they focus on assessing whether the audience is watching a video or skipping it. These media metrics that are proposed to evaluate performance are viewability, audience retention, and interaction reports.
An essential metric for validating the effectiveness of the proposed policy is inspection. It shows how many users watched the video to the end and in which part of the video clips the rest stopped watching. This metric also helps to understand how explicit and helpful the content is. Views (or reach) show how many of the site’s visitors have watched the video. This metric also highlights unique users, those who clicked on the video for the first time, and repeated views. The important point is that viewing reports are called three-second viewing (Sigmund, 2021). During this time, the user decides whether to watch the video or not. After watching for these three seconds, with a 90% probability, the footage will be scrolled by more than 50% of users. Analysts and decision-making media managers need to look at more detailed statistics on screenings: quartiles or seconds. Then they should recalculate the cost per visitor for the duration of viewing, which is counted for the video’s maximum effectiveness. Three-second viewing is not equivalent to an influential contact; for three seconds, the user passively expresses their attitude to the video. If they did not get it, it means that the display was carried out idly.
The inspection method will also help, if necessary, to improve the proposed policy. For example, if it turns out that a significant part of users turns off the video in the same place, then the problem should be looked for there. To successfully apply this method, it is needed to set up analytics to understand what was done correctly and which actions are better to correct. The most critical parameter in the screening analysis will be audience retention (Wilona et al., 2021). It is a graph showing what percentage of the video or how long the viewers are watching. A sharp drop in the search rate means that people quickly get bored (Mladucky et al., 2021). By analyzing this indicator with the help of statistics, it can be understood the video should be shortened and more focused on important information. The average viewing time will be one of the leading indicators of the effectiveness of the proposed measure. Moreover, interaction reports reveal different engagement metrics, such as thumbs up or thumbs down. Such analytics data as an activity allows for to assessment of the audience’s interest in the proposed measure. Any tone of reaction – positive or negative – will indicate that the video was not skipped.
The question of evaluating the effectiveness of online videos is still relevant. As long as this issue is not closed, this is a rather precarious situation, so all participants need to improve their assessment approaches continuously. To evaluate this method’s effectiveness, many factors should be taken into account. It is necessary to regularly study, analyze, compare data, and draw conclusions. To date, the most appropriate methods of evaluating the proposed policy are detailed statistics and analytics based on media metrics of reach, reports on interaction, and audience retention.
References
Mladucky, J., Baty, B., Botkin, J., & Anderson, R. (2021). Secondary data usage in direct-to-consumer genetic testing: To what extent are customers aware and concerned? Public Health Genomics, 2(6), 1-8.
Sigmund, T. (2021). Attention paid to privacy policy statements. Information, 12(4), 144.
Wilona, M. Z., Latifah, E., & Purwadi, H. (2021). Privacy policy on smart contracts in e-commerce transactions. Law Reform, 17(1), 47-60.