{"id":13376,"date":"2015-02-19T18:23:16","date_gmt":"2015-02-19T17:23:16","guid":{"rendered":"http:\/\/newvideofrontiers.com\/videoadnews.com\/?p=13376"},"modified":"2015-02-19T18:24:51","modified_gmt":"2015-02-19T17:24:51","slug":"majority-agencies-say-video-ads-equal-better-tv","status":"publish","type":"post","link":"https:\/\/videoweek.com\/2015\/02\/19\/majority-agencies-say-video-ads-equal-better-tv\/","title":{"rendered":"Majority of Agencies Say Video Ads are Equal to or Better than TV"},"content":{"rendered":"<p>A majority of agencies believe that online video advertising is equal to or better than TV advertising, according to an annual survey of agencies carried out by BrightRoll, the video ad tech company that was acquired by Yahoo for $640 million last year.\u00a0BrightRoll surveyed 120 agencies in a bid to find out how agencies perceive, buy and measure online video, and just 18 percent of respondents said they believed videos ads were inferior to their TV counterparts.<\/p>\n<p><a href=\"http:\/\/newvideofrontiers.com\/videoadnews.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.27.32.png\"><img decoding=\"async\" class=\" wp-image-13378 alignleft\" src=\"http:\/\/newvideofrontiers.com\/videoadnews.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.27.32.png\" alt=\"Screen Shot 2015-02-19 at 16.27.32\" width=\"600\" height=\"294\" srcset=\"https:\/\/videoweek.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.27.32-300x147.png 300w, https:\/\/videoweek.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.27.32.png 895w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>When it comes to clients, the big draw for video advertising is the targeting capabilities, along with its ability to extend reach:<br \/>\n<a href=\"http:\/\/newvideofrontiers.com\/videoadnews.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.31.25.png\"><img decoding=\"async\" class=\"alignleft wp-image-13382\" src=\"http:\/\/newvideofrontiers.com\/videoadnews.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.31.25.png\" alt=\"Screen Shot 2015-02-19 at 16.31.25\" width=\"600\" height=\"313\" srcset=\"https:\/\/videoweek.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.31.25-300x156.png 300w, https:\/\/videoweek.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.31.25.png 769w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>While programmatic video has been growing steadily over the last few years, buyers are still often striking\u00a0direct deals with publishers and networks (however, the survey didn&#8217;t ask whether that&#8217;s a choice or due to the sell-side&#8217;s reluctance to sell programmatically).<\/p>\n<p><a href=\"http:\/\/newvideofrontiers.com\/videoadnews.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.28.13.png\"><img decoding=\"async\" class=\"alignleft wp-image-13380\" src=\"http:\/\/newvideofrontiers.com\/videoadnews.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.28.13.png\" alt=\"What Percent of Your Digital Spend Will Be Programmatic\" width=\"600\" height=\"288\" srcset=\"https:\/\/videoweek.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.28.13-300x144.png 300w, https:\/\/videoweek.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.28.13.png 843w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>When it comes to brand metrics, completed views are the most prized, with conversions not far behind, suggesting that video is seen by some buyers as a performance channel. It&#8217;s interesting to see how different agencies measure success so differently, although it seems likely that it&#8217;s simply a question of agencies using the\u00a0metrics most suitable for their respective\u00a0clients:<\/p>\n<p><a href=\"http:\/\/newvideofrontiers.com\/videoadnews.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.28.37.png\"><img decoding=\"async\" class=\"alignleft wp-image-13381\" src=\"http:\/\/newvideofrontiers.com\/videoadnews.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.28.37.png\" alt=\"What is the most important metric for video advertising campaigns?\" width=\"600\" height=\"365\" srcset=\"https:\/\/videoweek.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.28.37-300x183.png 300w, https:\/\/videoweek.com\/wp-content\/uploads\/2015\/02\/Screen-Shot-2015-02-19-at-16.28.37.png 652w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A majority of agencies believe that online video advertising is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,699,767],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - 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