©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Content producers and advertisers not always on the same page
The goals of an ad campaign are naturally tied to its strategy, from the way advertisers decide where to buy placements to how they measure success. For online video advertising, research suggests brands are looking to support and quantify awareness and engagement.
According to research from DIGIDAY and video advertising network YuMe, brand awareness and brand engagement are the two biggest marketing objectives for advertisers and agencies using online video ads. Together, the two goals were the main uses of online video for about two-thirds of respondents, compared with just 8.1% who were looking to drive direct response and an equal number aiming to encourage traffic.