Although three-quarters of senior marketers will shift more of their online video ad budget to programmatic over the next 12 months, more than half of marketers surveyed by ad tech company Unruly in the Unruly Programmatic Video Pulse Survey rated their programmatic video knowledge as “average”, “poor” or “very poor.” Scared yet? Here are some other findings from 1,000 brand marketers in the U.S. and U.K.:
– Click-through rates are the least important metric when measuring the success of online video campaigns; viewability and completed views took top priority.
– Quality of inventory, ad fraud and the skills gap are top concerns: U.S. marketers worry about programmatic range over the quality of inventory (20.8%), low levels of viewability (17.7%) and the skills gap and lack of internal expertise (15.8%).
– Emotional and psychographic targeting is the most desired programmatic capability among both and US and UK marketers, ahead of demographic, behavioral and prospect-based targeting.
– Programmatic video budgets are growing at the expense of TV: two-thirds of marketers plan on transferring budget from TV to programmatic video in the next 12 months.