Companies were more likely to hire digital marketers than creative services professionals last year, and that trend looks set to repeat itself this year.
71% of brand marketers said they currently determine their digital video ad performance by watching site traffic.
Brand building and loyalty were the top online priorities for media and entertainment companies.
Nearly nine in 10 companies said they were using transactional data, and three-quarters were collecting log data.
One-third of ad agency executives said their clients considered unique viewers to be the best way to measure audience.
While 26% of ad agencies said measuring views was the most important measurement of a video ad campaign, 23% named brand lift and 22% said sales impact.