Ad agency confidence in online video advertising ROI grows

DetailsMichelle Clancy | 17 June 2015

A survey of advertising agencies found that 44% of agencies are confident they are getting good value for their recent online video ad purchases, marking a 43% increase from the previous quarter.

According to STRATA, the number of agencies still unsure about online video ROI declined by 25% within the same time period

Reflecting agency confidence in video advertising ROI, 65% of agencies say they are more interested in streaming video sites like Hulu and YouTube than a year earlier, which is also a 12% increase from the prior quarter. Moreover, 82% report it is very important or important to access online video sites such as YuMe, Videology or Tremor.

According to the survey, agencies are also finding several benefits to programmatic buying. The biggest benefit to programmatic recorded in the survey is the improved ability to reach a targeted audience (46% of agencies), followed by improved automation/efficiency (40%). In contrast, their biggest fear with programmatic is the lack of transparency into inventory sources (49%).

"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."