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BrandAds Digital Video Study

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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/ …

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:
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**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.



Survey Methodology
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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.

Published in Marketing , Technology , Business
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Transcript

  • 1. Digital Video Study November 2013
  • 2. BrandAds recently conducted a survey of over 100 advertising professionals about the current state of digital video campaign measurement. ! While the data shows widespread interest in using digital video to reach consumers, the majority of respondents said they lacked tools and timely data needed to measure digital video campaigns. The findings, which are detailed in the following slides, clearly show that only when trustworthy and accurate data measurement technologies are available, can the true power of digital video advertising be unlocked for brands and publishers.
  • 3. Nearly 60% of digital video advertisers do not have the tools they need to measure the impact of their campaigns. 59.43% No 40.57% Yes 0% 25% 50% 75% 100% Question: Do you currently have access to the tools you need to measure the impact of your digital video advertising campaigns? Note: “impact” is the effectiveness of your campaign on consumers, not just the delivery of your campaign.
  • 4. 50% of advertisers think that the tools available are too expensive or create too much operational overhead. Data comes in too late 18.87% Tools are too complicated 4.72% Tools are too expensive or create too much operational overhead 50.95% Data isn’t useful 11.32% No limitations 14.15% Question: What is the greatest limitation of the tools that you currently use to measure the impact of your digital video advertising campaigns?
  • 5. 81% of video advertisers have to wait at least 24 hours for campaign data to come in. Every 24 hours 32.69% Realtime 12.50% Every hour 3.85% Only 12% of advertisers are getting campaign data in realtime. Every 15 minutes 0.96% Every 3 hours 0.96% More than 24 hours 49.04% Question: How often do you receive updated data about the impact of your digital video ad campaigns?
  • 6. Digital video advertisers primarily rely on impressions, clicks, and completions. 100% 86.54% 82.69% 71.15% 75% 50% 37.04% 25% 0% Impressions Clicks Completions (quartiles) Average of other answers Demographics, Frequency, Viewability, Reach, Brand Lift, Brand Safety, Social Media Mentions, Gross Rating Points, Social Media Sentiment Question: Which of the following metrics do you currently use a third-party vendor to measure when buying digital video advertising? Please select all that apply.
  • 7. Viewability and Brand Lift would influence digital video advertising tactics more than other metrics. 100% 75.49% 74.51% 75% 50.29% 50% 25% 0% Viewability Brand Lift Average of other answers Reach, Completions (quartiles), Frequency, Brand Safety, Demographics, Impressions, Clicks, Gross Rating Points, Social Media Sentiment, Social Media Mentions Question: Which of the following metrics would influence your digital video media planning and buying tactics if they were measured by a third-party vendor? Please select all that apply.
  • 8. 87% of advertisers prefer data from third-party measurement vendors for campaign measurement. Third-Party Measurement Vendors 87.74% Ad Networks have the lowest level of trust when it comes to campaign measurement. Ad Networks 2.83% Ad Exchanges 3.77% Publishers 5.66% Question: Who do you trust most to measure the impact of your video advertising campaigns?
  • 9. Avi Brown Co-Founder & CEO ! Avi.Brown@BrandAds.com