Digital Video Measurement Tools Said Too Expensive

Recent survey results from Adap.tv and Digiday revealed that while there is much enthusiasm in the online video space, most agencies and brands believe that existing measurement standards don’t satisfy their need for audience guarantees. Now, another survey – this time from BrandAds – finds 60% of digital video advertisers claiming to not have access to the tools they need to measure the impact (effectiveness, not just delivery) of their campaigns. Current tools being used by brand and agency respondents appear to carry excessive costs and operational overhead. (more…)