Amidst concerns about viewability of advertising on digital platforms, a new survey of advertising agency executives says that confidence in digital video advertising value has improved.
Strata,
a Chicago-based advertising systems provider, says that 44% of agencies in the second quarter say they are getting a “good value” for recent online video ad purchases -- up 43% increase
from the previous quarter.
At the same time, agencies executives who have been unsure about their ROI for online video also improved -- 25%.
Some agency executives now have a stronger
interest in established video sites: 65% of agencies say they are more interested in Hulu and YouTube than a year earlier. Also a 12% gain from the prior quarter. Another 82% say it is “very
important or important” to access online video sites such as YuMe, Videology, or Tremor.
Forty-six percent of agency executives say the biggest benefit to programmatic media buying is
the improved ability to reach a targeted audience; 40% says programmatic benefits come from automation/efficiency.
The biggest fear with programmatic -- 49% of those surveyed --- continues to
be the lack of transparency of inventory sources.
Forty-five percent of agencies see their overall business increasing in the first quarter, compared to the same time last year. Additionally,
more agencies are now focusing their digital ad spend on search (76%) as compared to online display (75%).