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.