Study: Video ad spending to grow, but obstacles persist

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Toronto—Advertisers and agencies will increase spending by 25% on digital video advertising over the next 12 months, according to ad network company Casale Media. According to Casale's “Digital Video Advertising: Removing Barriers Equals Greater Opportunities,” 80% of respondents use video ads to increase awareness of established and new brands, products and services. However there are barriers to growth: 40% of respondents said video ad ROI is difficult to measure, or not enough to justify increasing their expenditures. The Casale study is based on an online survey of 150 media buyers, managers and planners in the U.S. conducted earlier this month.
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