There’s a bit of a culture clash when it comes to online video advertising. The traditionally creativity-driven TV advertising industry seems tempered by the conservatism derived from the click-through culture of the online advertising industry.
Whilst IAB figures show that two thirds of UK marketers are “planning to” increase their online video ad spend in 2011, marketers require statistical proof that the formats work before they take the plunge.
However much they want something different, something creative, something unique – something “cool” – any innovations need to be reliable. The only thing that’ll prove reliability is numbers. That said, whilst the video advertising industry has made great strides in becoming more accountable, marketers are inexperienced in using this data because they’re faced with new metrics from a new format. Read more