• by Jack Loechner , Staff Writer @mp_research, December 3, 2013

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…“

For more information from Brandads, please visit here.