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BizReport : Viral Marketing : November 26, 2013

Study: Video views booming, advertisers losing in measurement

Video views continue to accelerate, but new data out from BrandAds indicates most video advertisers still don't have the best tools to measure and analyze their video campaigns. According to the study more than half of video marketers believe they do not have the proper tools to make the most of their video campaigns.

by Kristina Knight

When it comes to video, most brands are on-board, they just want more for their video dollar. That's the big takeaway from a new BrandAds study, which indicates 60% of video advertisers don't think they have the right tools to measure campaign impact; meanwhile 80% say they're relying on impressions and clicks for measurement.

Some interesting findings from the report include:

• 75% of those surveyed say they want viewability, brand lift and other 'success' metrics
• 80% say they wait at least 1 day for campaign data to come in
• 3% say they 'trust campaign data' provided by ad networks
• 90% say they would prefer obtaining campaign data from a third party

About half of those surveyed also believe current campaign tools are either too expensive or have too much overhead to give them effective insights.

"It's critical that brand marketers and agencies have access to timely, unbiased data when planning and evaluating the effectiveness of their digital video investments," said Avi Brown, co-founder and CEO at BrandAds. "These findings tell us, as an industry, that only trustworthy and accurate measurement of digital video ads across connected devices will unlock the true power of digital video advertising."

The full study can be downloaded here.

Image via Shutterstock

Tags: BrandAds, online video trends, video advertising, video content

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