Video advertising in need of standards

A technology-driven media services company has revealed some interesting findings from research carried out to better understand the perceptions and experiences of online video ad buyers.

by Helen Leggatt

Exponential Interactive Inc. surveyed top agency media planners and buyers to discover their experiences and perceptions of buying and delivering online video ads, still a new activity for some.

On the whole, the research found that those who had used online video in campaigns had found it to be a valuable tool. Those who had not used online video remained cautious about user experience, something Exponential feels can be overcome by creating standards for buying, creating and measuring the medium.

“This research confirms the complexity of executing an online video buy at scale, and reveals many of the challenges the industry still needs to resolve in order to effectively support advertisers," said Dilip DaSilva, Exponential's founder and CEO.

The sooner these challenges are resolved the better. Over half of adults now watch online video and video ad sales are expected to rocket from 2007’s $775 million to over $4 billion in the next four years.

Other key findings from Exponential’s research include:-

- Buyers do not perceive pre-roll video ads to be intrusive and it remains the most-used format.

- Premium prices for top-tier placements are less of a barrier than content quality, targeting capabilities, branding opportunities and reporting.

- Purchasers of online video are satisfied with the metrics currently available.