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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information from Brandads, please visit here.