“A survey of advertising agencies found that 44 percent of agencies are confident they are getting a good value for their recent online video ad purchases, marking a 43 percent increase from the previous quarter.”
That news comes from a first quarter survey by Strata, a major software firm for media buying and selling.
Interestingly, the number of agencies still unsure about online video ROI declined by 25 percent within the same time period, according to the survey.
“Reflecting agency confidence in video advertising ROI, 65 percent of agencies say they are more interested in streaming video sites like Hulu and YouTube than a year earlier, which is also a 12 percent increase from the prior quarter,” notes Strata in a recent release. “Eighty-two percent report it is very important or important to access online video sites such as YuMe, Videology, or Tremor.”
“Whether digital video, or other media types, is bought direct or programmatically, the survey is highlighting the critical need of our clients to demonstrate ROI in a much more fragmented marketplace,” said Joy Baer, STRATA President. “And as eyeballs continue to migrate, the pressure to effectively and efficiently recapture that reach is a real challenge and one that we’re embracing.”
Other findings include the fact that 16 percent of agencies plan to spend at least a quarter of their budget on paid social advertising, the highest number ever recorded in the Strata survey. And for the first time in the history of the survey, more agencies are focusing their digital ad spend on search (76 percent) as compared to online display (75 percent).