Vince Reed argues that video viewers who watch 50% or more of a two-minute video are higher-quality leads than opt-in subscribers. Advertisers can retarget these "watch time leads" even without their email, and Reed uses a $7M Super Bowl ad as a benchmark for what that attention is worth.
A person that's expressed interest (examples: social media follower, opt-in subscriber).
A person who's watched 50% or more of a two minute or longer video.
I define a lead as a person that's expressed interest. So it could be a social media follower, it could be an opt in subscriber. But my favorite lead is a watch time lead. And a watch time lead I define as a person that's watched 50% or more of a two minute or longer video. Okay. And I come up with this, I came up with this definition just looking at commercials. For example, the Super Bowl. Kanye spent his 7 million on the super bowl ad, right? Yeah. And it was like a simple ad too simple ad. And he spent like $0 on the production. So if Kanye's willing to pay $7 million on a super bowl ad and we can run ads and target our ideal client with the right message and send them right to the video. And we have software that builds a retargeting list of everybody that presses play, even if they don't opt in and continue watching. I'm building a list and getting a lead whether they opt in or not.
