Video ad spending is on its way up, detail Adap.tv and Digiday in their latest semi-annual report on the online video industry. But while there’s a great deal of enthusiasm for the potential of online video, a strong majority of survey respondents – including 65% of brands and 70% of agencies – say that existing measurement standards don’t satisfy their need for audience guarantees. There appear to be two main problems plaguing buyers.
Among agencies unsatisfied with measurement standards, a plurality 40% cited a lack of confidence in audience measurement methodologies, while a similar 38% pointed to lack of support for cross-screen measurement of audience. For brands, the lack of support for audience cross-screen measurement (36%) is a slightly bigger issue than general lack of confidence in audience measurement methodologies (34%). Read the rest at MarketingCharts.