ANALYTICAL SOFTWARE PRODUCTS FOR EVALUATING THE EFFECTIVENESS OF VIDEO ADVERTISING IN SOCIAL NETWORKS

Abstract

The article considers the current problem of assessing the effectiveness of advertising video materials using modern software products. A comparison of the indicators of different software products is made. The study shows that the known methods of assessing the effectiveness of advertising are insufficient, it is necessary to develop a software system that, using the obtained analytics data, will analyze video resources according to more detailed indicators, compare changes in the indicators of traditional analytics before and after making changes based on detailed analysis. The results of the study are the determined indicators of assessing the effectiveness of video advertising in social networks and determining the areas of detailing the analysis of each individual video resource.

The choice of software product depends on the scale of the business, the goals of the SMM campaign and the required level of detail of the analysis. Multifunctional platforms are suitable for comprehensive management, while highly specialized services allow you to obtain unique insights for optimizing specific aspects of the strategy. To analyze the video resources of an advertising company, it is necessary to analyze the presence and mention of the brand, the possibility of user feedback, color balancing, sound accompaniment, etc. In accordance with specific requirements, a tool for data collection is selected from certain software products.

For a long period of time, built-in and external software analytical tools have been actively used in digital marketing. To analyze the effectiveness of video advertising, data collection on its effectiveness is carried out using selected analytical programs. However, such programs provide information, but do not form recommendations for a more detailed analysis of various video advertising objects. Further detailing can be performed based on the needs of the customer, as well as using special methods of balancing colors, text, sound and image, etc. The changes made should also be evaluated based on performance indicators. The choice of such indicators depends on the characteristics of video advertising, social media channels, and the specifics of the user audience. The results obtained allow us to summarize the main performance indicators, as well as identify gaps in such a comprehensive assessment.

The plans for further research include the development of methods, models, and algorithms for the composition and decomposition of video advertising, the evaluation of its individual objects, the comprehensive balancing of indicators, and the formation of recommendations for changes with subsequent comparison of the results obtained.