Views, Brand Life and Sales Impact Are the Most Important Success Metrics for Video Campaigns
BrightRoll’s “US Video Advertising Report: June 2012” surveyed digital advertisers to see trends in digital advertising, with an eye to video advertising.
“TV is no longer the only way to reach consumers with video and mobile is quickly becoming everyone’s darling,” BrightRoll notes in the report’s introduction. “This survey also reveals a clear need for more education in the industry to better understand ROI and measurement across digital video.”
The first question looked at which aspect of online video advertisers’ clients view as most valuable. The most popular response was targeting, with 43 percent of respondents pointing to that aspect. This was followed by reach with 28 percent of the response.
According to the survey, 87 percent of respondents said online video is equally effective as or more effective than display, while 69 percent said the same regarding social media, 64 percent regarding TV, 40 percent regarding direct response and 36 percent regarding search.
BrightRoll also found that more than 60 percent of respondents’ digital RFPs include video, a 4 percent increase from 2011.
“However, in order to grow online video advertising spending, seven out of 10 respondents agree that clearer ROI and better success metrics are needed. This indicates that advertisers are willing to invest more in online video, although they still want to better understand its value and effectiveness.”
About 40 percent of respondents said they would be most inclined to buy video inventory from ad networks, followed by about 33 percent that said publishers.
Combined, about half of respondents said they would be most inclined to buy online video inventory from a network or exchange, up 16 percent from last year’s survey.
Sixty-four percent of respondents said they are likely to allocate part of their digital video budgets to smartphones, while half of respondents will include tablets in their budgets and 30 percent will include connected TV.
About 33 percent of respondents said target uniques is the audience measurement metric clients value most, followed by 26 percent that pointed to target impressions and 25 percent that pointed to GRP/TRP measurements.
Contextual targeting was cited as the most valuable form of targeting for online video advertising, followed by behavioral, demographic and geographic.
Offline impact was the area of online video advertising that the most respondents wanted to see more research into, followed by performance, GRP, purchase intent, brand effectiveness and audience profiles.
BrightRoll also found that 26 percent of respondents cited views as the most important success metric for video campaigns, followed by 23 percent who pointed to brand lift and 22 percent that cited sales impact.
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