Recent survey results from Adap.tv and Digiday revealed that while there is much enthusiasm in the online video space, most agencies and brands believe that existing measurement standards don’t satisfy their need for audience guarantees. Now, another survey – this time from BrandAds – finds 60% of digital video advertisers claiming to not have access to the tools they need to measure the impact (effectiveness, not just delivery) of their campaigns. Current tools being used by brand and agency respondents appear to carry excessive costs and operational overhead.
That was the most-cited limitation of current measurement tools, by 51% of survey respondents. Next up, 19% said that data coming in too late was the greatest limitation of their current tools, followed by the data not being useful (11.3%). Only 14.2% said their tools had no limitations. As for that point about the data coming in too late, the survey separately shows that only 1 in 8 get their data in realtime, with most waiting 24 hours (32.7%) or longer (49%). (A recent survey from Domo found that only 4% of marketers who check their video data do so daily.)
When it comes to vendors, about 88% of the BrandAds survey respondents said they trust third-party measurement vendors the most to measure the impact of their campaigns, while just 2.8% trust ad networks the most. About 3 in 4 respondents said that viewability and brand lift metrics would influence their digital video media planning and buying tactics if they were measured by a 3rd-party. Currently, impressions (86.5%), clicks (82.7%) and completions (71.2%) are the most common metrics measured for respondents by 3rd-party vendors.
About the Data: 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.
