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. Survey Methodology ----------------------- 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.

2. Digital Video Study
November 2013

3. BrandAds recently conducted a survey of over
100 advertising professionals about the current
state of digital video campaign measurement.
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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.

4. 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.

5. 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?

6. 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?

7. 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.

8. 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.

9. 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?

10. Avi Brown
Co-Founder & CEO
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Avi.Brown@BrandAds.com