- Advertising agencies, according to a recent survey from Strata Marketing, aren't certain about the ROI on video ads.
- Fifty percent of the 80 ad agency respondents marked 'unsure' when asked if video ads produced a good ROI.
- While 72% said they were looking to use YouTube, only 15% felt "very confident" in the ROI of video ads. And only four percent surveyed said video ad targeting "always" reaches the intended target audience.
The sample for this was small, but the results are still interesting. It brings up the question of whether video ads aren't actually bringing in a good ROI or the measurement tools still aren't accurate enough for traditional ad agencies to want to dive into them more.
Strata's findings were a part of its 2014 4th quarter agency forecast survey. Other key findings from the survey can be read here.