Dive Brief:
- According to eMarketing, video ad spending is expected to top $4 billion this year (double from two years ago) and $9 billion by 2017. A report from BrandAds shows that measurement tools for video ads have not kept pace with spending.
- Nearly 60% of digital video advertisers surveyed said that they didn't have the necessary tools to adequately measure video ads' effectiveness.
- Of those using measurement tools, 81% complained that it took at least 24 hours to receive data on video ads.
Dive Insight:
If digital video advertisers don't have the proper tools to measure effectiveness of their campaigns, it leads to waste. As with any other advertising venture, knowing what works and what doesn't helps campaigns move forward and evolve. That being said, advertisers must be seeing some value in the ads or spending wouldn't be increasing so quickly.
