Study: Advertisers Lack Tools and Timely Data Needed to Measure Digital Video Campaigns


ADOTAS — Today, BrandAds announced the results of a survey of over 100 advertising professionals about the current state of digital video campaign measurement. The data shows widespread interest in using digital video to reach consumers, however 60 percent of respondents believe they can’t measure the impact of their campaigns with the current tools and data on the market today.

Key findings include:

  • Advertisers forced to rely heavily on banner metrics. More than 80 percent of respondents rely on impressions and clicks to measure their digital video ads. However, more than 75 percent expressed the desire to measure the success metrics, viewability and brand lift for their video campaigns.
  • Advertisers find measurement tools expensive and slow. Fifty percent of those surveyed believe that the tools available for online video ad measurement are too expensive and create too much operational overhead. Likewise, more than 80 percent are waiting 24 hours or longer for campaign data, making real-time changes impossible to conduct.
  • Advertisers craving unbiased data. Trust levels are low for the video ad analytics provided by ad networks. Only three percent of respondents noted that they trust the campaign measurement data these ad networks provide. Nearly 90 percent of advertisers would prefer campaign measurement data from a third-party measurement vendor instead.

“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.”

Survey Methodology

BrandAds surveyed 106 agency and brand professionals in September and October of 2013 about their views on digital video measurement. Ninety percent of respondents worked at either media or creative agencies while 10 percent worked at brands.

About BrandAds

BrandAds is bringing world-class measurement to connected video advertising. BrandAds Bridge is the first video ad analytics solution to provide media buyers with real-time insights into how their campaigns are performing across many different vendors and channels in one unified view. By enabling brands to measure the impact of every video ad campaign, BrandAds customers can feel confident they’re making smart media buying decisions. Founded in 2011 by video ad industry veterans Avi Brown, Ryan Pamplin and Kandi Onwuama, BrandAds is a privately held company based in Emeryville, Calif.


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