Advertisers look for better Online Video Metrics & Reach.

The goals of an ad campaign are naturally tied to its strategy, from the way advertisers decide where to buy placements to how they measure success. For online video advertising, research suggests brands are looking to support and quantify awareness and engagement.

According to research from DIGIDAY and video advertising network YuMe, brand awareness and brand engagement are the two biggest marketing objectives for advertisers and agencies using online video ads. Together, the two goals were the main uses of online video for about two-thirds of respondents, compared with just 8.1% who were looking to drive direct response and an equal number aiming to encourage traffic.

To that end, advertisers and agencies rated brand lift and percent of video completed the two most important metrics of online video ROI. Content producers, though, placed significantly less importance on the percent of video completed; instead, nearly half of producers of online video content said they thought clickthrough rate was the most important metric for advertisers. In reality, advertisers said click rate was their least important metric when measuring the effectiveness of online video ads.

The disconnect could cause problems for the expansion of online video advertising, since 93.4% of advertisers and agencies said measurability was a key factor in deciding which properties to place ads on. Measurability came in just after targeting capabilities as very important to the growth of online video advertising.

Advertiser and agency respondents also said that better measurement, along with better reach, were the leading factors that would get them to spend more on video ads.

These findings echo those of the Interactive Advertising Bureau (IAB), which reported that US marketers considered targeting, results and reach extremely important for video ad spending—far more so than cost.

For more information at http://www.emarketer.com