Premium online video inventory might be in demand with media buyers, but perhaps because of its scarcity, most ad agency representatives appear to have little experience with it. Ninety-one percent of
ad agency reps recently surveyed by WebAdvantage.net said they devote less than 20 percent of their ad budgets to online video. What's more, 36 percent of those surveyed said they had "little to no"
experience with online video advertising; the same proportion said they were "moderately experienced" with online video ads. The top three challenges involved video inventory availability, metrics,
tracking and reporting, and implementation, the survey found. In addition, 63 percent of respondents were "very concerned with" how to keep consumers engaged with the video ad. For the survey,
WebAdvantage questioned 100 ad agency reps.
-- Shankar Gupta