MediaPost reported the results of a survey of 150 video advertising media buyers about online video advertising:
In many ways, targeting is the “elephant in the room” in video advertising, with 31% of agencies believing targeting is the main factor limiting online video advertising’s growth today, and 28% of agencies claiming targeting is the aspect of online video that their clients are most concerned about. Digging a layer deeper, agencies are looking for better targeting technologies for behavioral (38% of respondents) contextual (27%) and demographic (17%) targeting.
Overall, agencies were quite clear: they want to buy video more efficiently, with better targeting and more measurement into the effectiveness of their spend.
MediaPost Publications Agencies Speak About Video Advertising Needs 05/11/2009
