Mixpo noted that respondents were looking for more than just a social video view or time spent with an ad; they wanted users to take additional steps after seeing the placements.
Advertisers running video ads on social media are more interested in metrics such as engagement with interactive elements and shares than they are with views.
Few videos were watched to full completion during Q2, reports Adobe.
Among those advertisers using a form of advanced measurement during Q2, some 28% requested a cross-screen analysis.
Older viewers were more likely to click on video ads than their younger counterparts in Q1.
Nearly half of the US population will use a tablet at least monthly in 2014.
While clickthrough rates for such ads in 2013 were much lower than those for HTML5 polite video and in-stream video, at 0.17%, 0.39% and 0.60%, respectively, interactive videos did just what they set out to do: Engage those who did view them.
TV-related searches on YouTube were up 54% during May-December 2013 over the comparable year-earlier period.
The three metrics most used among agency and brand professionals when buying digital video ads were impressions, clicks and completions.
Online video ad views have been increasing rapidly this year, reaching a new high of 22.8 billion in August after a slight dip in July.