Agencies not carrying out research into online video advertising effectiveness

Almost 90% of agencies have never carried out research into the effectiveness of online video advertising, according to new research.

The survey of 150 video advertising media buyers, carried out by video advertising network BrightRroll, found that 56% of respondents would be more inclined to spend money if research existed.

However, agency buyers said that if they were to do research, they would be most interested in understanding video’s impact on offline purchase behaviour (39% of respondents), changes in purchase intent or brand lift (36%) and the performance of online video v television advertising (25%).

Around 30% of agencies believe targeting is the main factor limiting the growth of online video advertising, with 28% of agencies claiming targeting is the aspect of online video that their clients are most concerned about.

Tod Sacerdoti, CEO and co-founder of BrighRroll, said: “Overall, agencies were quite clear: they want to buy video more efficiently, with better targeting and more measurement into the effectiveness of their spend.

“Everyone in the video advertising industry should commit resources to solving these problems, as those who do solve them will likely aggregate the majority of ad dollars moving forward.”