Online Video’s Existing Measurement Standards Still Roil Buyers

October 23, 2013

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Digital | Programmatic & RTB | Video

Adap.tv-Online-Video-Measurement-Problems-Oct2013Video ad spending is on its way up, detail Adap.tv and Digiday in their latest semi-annual report on the online video industry. But while there’s a great deal of enthusiasm for the potential of online video, a strong majority of survey respondents – including 65% of brands and 70% of agencies – say that existing measurement standards don’t satisfy their need for audience guarantees. There appear to be two main problems plaguing buyers.

Among agencies unsatisfied with measurement standards, a plurality 40% cited a lack of confidence in audience measurement methodologies, while a similar 38% pointed to lack of support for cross-screen measurement of audience. For brands, the lack of support for audience cross-screen measurement (36%) is a slightly bigger issue than general lack of confidence in audience measurement methodologies (34%).

One might expect cross-screen measurement to become more important over time, particularly as agencies and brands include programmatic in their cross-screen planning and buying, inclusive of mobile and linear TV. And sellers – particularly broadcasters – are certainly concerned on this end too: of the 81% of broadcasters surveyed who aren’t satisfied with existing measurement standards needed for audience guarantees, 63% cited lack of support for cross-screen measurement of audience. Far fewer (6%), though, lack confidence in audience measurement methodologies.

Other Findings:

  • 7 in 10 agencies are buying mobile video today, as are 43% of brands.
  • Publishers are most likely to say that the web (66%) is the screen drawing the biggest total investment over the past 12 months, though more than one-quarter cited smartphones (17%) and tablets (10%).
  • 59% of sellers delineate between mobile and Web inventory, as do 69% of buyers.
  • Relatively fewer sellers (39%) delineate between smartphone and tablet inventory, while a slight majority of buyers do.

About the Data: For two weeks in late September and early October 2013, Adap.tv and Digiday polled its opted-in base of leading digital media and marketing pros for their impressions of changes in online video buying and selling. Owing to the acquisition of Adap.tv by AOL, access included a very large pool of seasoned advertisers, making the survey the most extensive yet with more than 900 participants.

Participants were offered the incentive of full study results and being entered in a drawing to attend a Digiday Summit or their choice of e-tablet (one recipient each). Agency and Trading Desk participants constituted 43 percent of participants (390), followed by 25 percent video publishers (227), 19 percent advertisers (171), and 14 percent Ad Networks, DSPs and SSPs (128).

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