What Factors Hinder Digital Video Ad Spending? - eMarketer
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What Factors Hinder Digital Video Ad Spending?

Generally, digital video ad spending is increasing

March 9, 2016 | Media Buying | Video

The US digital video advertising market is on pace to nearly double by 2019, according to eMarketer estimates. But concerns around video ad fraud and difficulty with audience verification are affecting video buying, according to US advertisers and agencies.

Factors that Negatively Affect Digital Video Ad Spending According to US Advertisers/Agencies, Feb 2016 (% of respondents)

A February 2016 survey from Forrester Consulting, commissioned by Videology, asked respondents what affects their digital video ad spending.

Half of US advertisers and agencies said that concerns around video ad fraud or bots were “negative” or “strongly negative” factors in their digital video ad spending. And 50% of respondents also said that difficulty with audience verification was another “negative” or “strongly negative” factor.

US Digital Video Ad Spending, by Device, 2014-2020 (billions and % change)

Nearly half of respondents also pointed to difficulty with targeting, and concerns around video ad viewability.

Difficulty with ROI verification and measurement were other factors that affected digital video ad spending, according to US advertisers and agencies.

In spite of these challenges, overall, US digital video ad spending is increasing year over year, and mobile is spearheading this. According to eMarketer, US digital video ad spending will total $9.84 billion by 2016. By the end of the forecasting period, it will total $16.69 billion.

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