Two-thirds of digital video ads miss mark on quality
Michelle Clancy | 02-05-2014
Only a third of digital video ads can be considered "high quality", according to Vindico's Adtricity measurement of placements based on viewability, player size, location on page and traffic sources.
Analysis of the data concludes the digital video industry will need to focus on a combination of quality, viewability and consistent measurement in order to compliment marketing's biggest giant – television.
"Brands and advertisers are increasingly looking to digital video as a means of connecting with the right consumer and telling their message in unique and interesting ways," said Matt Timothy, president of Vindico. "To accomplish this, the industry must accept the growing importance of measuring quality, as well as understand the unique challenges of viewability and adopt consistent measurement across the board. 2013 was the year this started to happen."
The research also found that quality counts and marketers will pay for placements: with millions invested in the creative, marketers want to understand how their video ad is treated across digital publishing partners. 2013 marks the first year digital video can define quality, providing quantifiable insights on viewability, content, execution, traffic and impact on viewership.
Placement also matters, significantly. Major media sites consistently perform best in overall quality, mimicking their TV counterparts with nearly 80% of impressions quantified as "viewable." Internet brands also offer high quality content and placement across their owned and operated arenas, however these publishers usually offer extended reach through long tail properties. This inventory mix could be the cause of driving down overall viewable impressions to only 37% on Internet brands.
Viewability is the must-have metric: 56% of all digital video ads never have the opportunity to be seen. However, eight out of every ten major media impressions are viewable. "This year, marketers will adopt viewability as the must-have metric when evaluating any other performance attributes. If the video ad can't be seen, there is no reason to invest more into the space," the company said in its report.
And finally, consistent measurement is needed now more than ever before. There's more to quality than just viewability. "The complexity of digital video ad campaigns is growing every year and there is a stronger need for agencies and advertisers to understand what's happening at both the macro and micro levels of digital campaigns," Vindico said.