Media Companies to Improve the Digital Video Ad Process

There’s no question that interest in online videos ads is huge. But marketers and ad agencies say they’re encountering difficulties executing these campaigns. This development is a call to action for media companies that are looking for the best way to increase their own ad revenue.

Here’s how major influencers plan to allocate their online ad budgets to digital video:

  • Agencies 19%
  • Marketers 15%
  • Online Decision Markers 18%
  • TV Decision Makers 18%

The top goals of marketers that use the digital video format include increased awareness of brands and products (80%), communicate detailed information about brands and products (60%) and increase traffic to a traditional or online site (50%).

A new survey by Casale Media finds that 31% of marketers would increase their video ad placements if they could get some barriers removed. For now, most digital video ad buys are carried out by professionals who have significant experience in the online marketplace. To increase video ad buys, Casale Media analysts say more education of media buyers/​planners is key. The top reasons marketers give for not buying digital ads are:

  • Too difficult to measure ROI 40%
  • Not enough ROI 38%

And over 40% of marketers and media planners say it is difficult to negotiate for the best prices and to develop campaign goals and objectives. In addition, the most challenging creative barriers in this format, reported by half of respondents, are multi-​video displays within a single ad unit and implementing ad interaction metrics.

Based on the results of this survey of 300 industry professionals, Casale Media analysts contend that digital video advertising “seems like the wild, wild west to most advertisers and planners.” This situation presents a big opportunity for third party experts and media companies. Those who solve the puzzle regarding making digital video advertising easy to use will win, though it some cases, this will be at the expense of traditional TV ad revenue streams.

[Source: Digital Video Advertising: Removing Barriers. CasaleMedia​.com. 2011. Web. 18 Nov. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.