According to a STRATA survey, there has been a marked increase in the number of agencies that believe they are getting decent ROI from their online video advertising. However, there is still much room for improvement.
STRATA says that 44% are confident that their clients are getting a bang for their buck. That represents a 43% increase over the prior quarter.
Of course, that sill leave over half of agencies unconvinced.
Nevertheless, STRATA says the ranks of the unsure declined by 25%.
The agencies are also sold on programmatic, with 46% liking targeting ability and 10% liking the automation and efficiency. But almost half – 49% — are concerned about lack of inventory source transparency.
“Whether digital video, or other media types, is bought direct or programmatically, the survey is highlighting the critical need of our clients to demonstrate ROI in a much more fragmented marketplace,” said Joy Baer, STRATA President. “And as eyeballs continue to migrate, the pressure to effectively and efficiently recapture that reach is a real challenge and one that we’re embracing.”