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Video Ads Increase In Spite of Measurement Concerns

Advertisers spent 29% more on video ads than they planned over the past year and two-thirds of advertisers said they’ll spend even more in 2012.

The numbers come from Break Media’s “Digital Video Advertising Trends: 2012″ report and overall, it shows that video advertising is on the rise. Mobile shows the most growth going from use in 39% of video ads in 2011 to an anticipated 55% in 2012.

In order to pay for the increase in video spending, 45% of advertisers are taking the money out of the online display budget while 38% expect an increase in their overall ad budget to cover the difference.

So all this confidence must come with a big reward, right? Could be, say the video advertisers, if only we had a way of measuring our success!

39% of respondents said they measure click-throughs and 38% measured actual product sales. Visits to a brand website and brand recall were also noted but in general advertisers are frustrated with the current measurement options.

Nearly half of all respondents said ROI was hard to measure and 35% said they could measure it but there wasn’t a big enough return. Interesting. We can’t verify the results and we aren’t happy with the results we can verify but we’re going to spend more next year anyway because it’s the thing to do. Sounds kinda like social media spending, doesn’t it?

The reality is, it’s a whole new marketing world. We’ve gone way beyond Whack-a-Mole banners and that’s a good thing, even if we can’t measure individual results. What you can measure is your profit margin. If your company is making more money this year than it made last year, you’re doing something right. If that something is Facebook, mobile apps, or video advertising, keep doing it and do some more. You may not be able to tell exactly which ad influenced a sale, but if the accountants are happy then you’re doing a great job.

  • http://Marketing.Grader.com Mike Volpe – HubSpot

    Is this a case of “marketers gone stupid” ?

    “Nearly half of all respondents said ROI was hard to measure and 35% said they could measure it but there wasn’t a big enough return.”
    BUT… “Advertisers spent 29% more on video ads than they planned over the past year and two-thirds of advertisers said they’ll spend even more in 2012.”

    Oh dear. We have lost our minds!!! I know this is just repeating the point of the article, but clearly it needs repeating because all the marketers who responded to this are acting lie they had a lobotomy.