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Executive Summary
Ad measurement plays a vital role in media planning, buying, and optimization. This year, there’s more competition in video measurement than ever before, and the industry will get closer to its goal of a cross-screen, cross-platform solution.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
- Why are advertisers reassessing currencies and how are they changing?
- What challenges does the advertising industry face in adopting common currencies and standards to measure video ad performance?
- How will video ad measurement change in the next year?
WHAT’S IN THIS REPORT? We explore the state of ad measurement, focusing on opportunities and challenges in the video space as alternative currencies attempt to put stakes in the ground.
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KEY STAT: No more than half of US advertisers are satisfied with their campaign measurement across media types, according to an April 2021 Advertiser Perceptions survey. Only 38% are satisfied with their digital video measurement solutions.
authors
Evelyn Mitchell
Contributors
- Ross Benes
- Senior Analyst
- Tracy Tang
- Senior Researcher
- Paul Verna
- Principal Analyst
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