The most important video-related click doesn't occur when user's hit the play button, says Rob Davis, Partner and Interactive Marketing Director at Ogilvy. Rather, “It’s the click
immediately after the video plays,” he says. That “post play interaction” – or PPI, as Davis calls it – can include "pushing" a social behavior like sharing the video, or
playing a social game, getting users to enter the sales funnel, etc.
All about the acronyms, Davis also discussed SOP -- or “standard operating procedure” -- OPE, or “owned,
paid, and earned.” Regarding the latter, Davis says it’s crucial to understand what category your video play falls into, and that you’re achieving a balance between the three. Paid
media, in particular, should be a component of every video effort, Davis insists.