Ad agencies worry about online video ads availability
The WebAdvantage survey of about 100 ad agency representatives found that “keeping consumers engaged with the ad” and “creating unique content vs. re-purposing TV ads” are the top agency concerns when it comes to online video advertising (63% and 50% respectively). Respondents expressed a strong, immediate desire for more video ad features including interactive clickable video, contextual targeting, and advertising in consumer-generated media. Agency top concerns with publishers are video ad inventory availability (#1); metrics, tracking, & reporting of online video advertising (#2); and implementation of online video ad campaigns (#3). Agency experience with online video advertising lags, however, with 36% of the respondents reporting little to no experience with advertising. Of those with experience, 91% have less than 20% of their online media plan budgets allocated to online video advertising at this time.