A November survey by BrandAds reveals that 60 percent of advertisers lack tools and timely data to measure digital video campaigns.
Six in every ten advertisers lack the tools and real-time data to measure the effectiveness of digital video campaigns, according to the recent Digital Video Study by BrandAds.
More than half of the advertisers surveyed responded that the tools available are too expensive or create too much operational overhead. Data is another great limitation, as 19 percent of respondents said that data comes in too late, and 11 percent are not able to acquire useful data.
In fact, 82 percent of respondents said they have to wait at least 24 hours to receive campaign data. Conversely, a mere 12 percent of advertisers get campaign data in real time.
Trust is another issue when it comes to campaign measurement. Only three percent of advertisers in the survey trust video ad analytics provided by ad networks, compared to 88 percent of respondents prefer data from a third-party measurement vendor.
In addition, this survey points out that advertisers are heavily dependent on banner metrics. Despite that nearly 75 percent of respondents listed viewability and brand lift as the most influential metrics that would influence digital video advertising tactics, more than 80 percent still currently rely on impressions and clicks to measure digital video ads.
BrandAds conducted this study in September and October this year. Among the 106 agency and brand professionals surveyed, 90 percent were from either media or creative agencies and 10 percent from brands.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT