Content marketing that leverages digital video is seen as one of the best storytelling mediums by marketers and is garnering bigger, standalone budgets accordingly, yet these same brand advertising executives are challenged with justifying its ROI, according to a qualitative study— Content Revelations— from DigitasLBi and IAB, and conducted by Advertiser Perceptions. According to the research, measuring ROI vs. other media is the top obstacle among marketers for increasing their spending on original digital video.
- Two-thirds of marketers and agency executives believe that original digital video will become as important as original TV programming within the next three to five years.
- Original digital video is expected to climb from 37% of marketer’s total video budgets in 2014 42% in 2015.
- The majority of marketers (64%) anticipate increasing their digital video ad spend in the next 12 months.
- Measuring ROI, followed by content quality, audience/campaign measurement and price are the top obstacles preventing marketers from spending more on digital video.