The New York Times recently took a closer look at the efficacy of online video ads, and concluded that the industry is at an “inflection point.” In other words, currently, publishers are loving the pace of online video ad buys, while brands are starting to wonder if they’re getting their money’s worth.
The size, placement, and technology – read: impact – of the ads can vary, and an anecdote about marketing company Blue Chip’s misadventures with a media buyer illustrates why brands and their proxies are contracting video verification companies to determine whether their videos are actually being seen by, well, anyone.
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“We sort of made the case to our marketing heads that measurement will more than pay for itself,” Kellogg’s Director of Insights and Analytics Solutions Aaron Fetters told the Times. “And it’s been like turning on a light in a dark closet. Now the lights are on and we can see what we need to clean up.”
New negotiating standards are in development, as well. This summer, the Interactive Advertising Bureau will impose a new definition of an impression for video ads: “50 percent of the player containing it can be seen for at least two seconds.”
To read more about its fascinating study of online video ads, visit NYTimes.com.
