Teads/Forrester Study Outlines Video Advertising’s Potential and Challenges

By David Murphy

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Both advertisers and publishers are bullish on digital video advertising’s future, according to the results of a study commissioned by video advertising firm Teads and conducted by Forrester Consulting.

Forrester surveyed 529 decision-makers representing advertisers, agencies and media companies in Argentina, France, Germany, Italy, Mexico, Spain, the UK and the US. It found that at least 70 per cent of agencies and advertisers expect video budgets to increase in the next two years, while on the sell-side, 73 per cent of media companies plan to offer more volume of video inventory to meet demand.

Advertising challenges
But the study also identified challenges that are holding advertisers and media companies back from fully pursuing digital video advertising solutions. Foremost among these are the definition, availability, and lack of premium video inventory; and the ability to assure digital video advertising performance.

50 per cent of agencies, and 46 per cent of advertisers surveyed, cited a lack of verification that the ads were delivered to the intended audience as the main factor they thought would inhibit adoption of, or spend in, digital video. Issues around measurement standards were identified as the second and third most important inhibiting factors, with “lack of premium …read more

Source:: Mobile App News