BrandAds study shows that 60 percent of advertisers believe they can’t measure the impact of their digital video campaigns. http://brandads.com/press-release/digital-video-study/
Key findings include:
**Advertisers forced to rely heavily on banner metrics
More than 80 percent of respondents rely on impressions and clicks to measure their digital video ads. However, more than 75 percent expressed the desire to measure the success metrics, viewability and brand lift for their video campaigns.
**Advertisers find measurement tools expensive and slow
Fifty percent of those surveyed believe that the tools available for online video ad measurement are too expensive and create too much operational overhead. Likewise, more than 80 percent are waiting 24 hours or longer for campaign data, making real-time changes impossible to conduct.
**Advertisers craving unbiased data
Trust levels are low for the video ad analytics provided by ad networks. Only three percent of respondents noted that they trust the campaign measurement data these ad networks provide. Nearly 90 percent of advertisers would prefer campaign measurement data from a third-party measurement vendor instead.
BrandAds surveyed 106 agency and brand professionals in September and October of 2013 about their views on digital video measurement. Ninety percent of respondents worked at either media or creative agencies while 10 percent worked at brands.