More Measurements Needed For Digital Video Campaigns

According to a new BrandAds survey of over 100 advertising professionals about the current state of digital video campaign measurement, 60% of respondents believe they can’t measure the impact of their campaigns with the current tools and data on the market today.

More than 80% of respondents rely on impressions and clicks to measure their digital video ads. However, more than 75% expressed the desire to measure viewability and brand lift for their video campaigns.

Measures That Influence Digital Video Media Planning and Buying if Available

Measure

% Influenced

Viewability

75.49%

Brand lift

74.51

Average of others

50.29

Source: BrandAds Digital Video Study, November 2013 (“others” include: reach, frequency, safety, demographics, GRPs, social media mentions)

50% of those surveyed believe that the tools available for online video ad measurement are too expensive and create too much operational overhead.

Limitation of Currently Used Tools to Measure

Limitation

% of Respondents

Too expensive or create too much operational overhead

50.95%

Data comes in too late

18.87%

Data isn’t useful

11.32

Tools are too complicated

4.72

No limitations

14.15

Source: BrandAds Digital Video Study, November 2013

Likewise, 81% of video advertisers have to wait at least 24 hours for campaign data to come in, making real-time changes impossible to conduct.

Frequency of Updated Data About Impact of Campaign

Frequency

% of Respondents

More than 24 hours

49.04%

Every 24 hours

32.69

Real time

12.50

Every hour

3.85

Every 15 minutes

0.96

Every 3 hours

0.96

Source: BrandAds Digital Video Study, November 2013

Trust levels are low for the video ad analytics provided by ad networks. Only 3% of respondents noted that they trust the campaign measurement data these ad networks provide. Nearly 90% of advertisers would prefer campaign measurement data from a third-party measurement vendor instead.

Most Trusted to Measure Impact of Video Campaign

Vendor

% Trust Most

Third-party measurement vendors

87.74%

Publishers

5.66

Add exchanges

3.77

Ad networks

2.83

Source: BrandAds Digital Video Study, November 2013

Metrics Used to Measure Vendor When Buying Video Advertising

Metric

% Using to Measure

Impressions

86.54%

Clicks

82.69

Completions

71.15

Average of all others

37.04

Source: BrandAds Digital Video Study, November 2013 (“others” include: reach, frequency, safety, demographics, GRPs, social media mentions)

Avi Brown, Co-Founder and CEO of BrandAds, concludes that “… 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… only trustworthy and accurate measurement of digital video ads across connected devices will unlock the true power of digital video advertising…“

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