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Online video ads were supposed to be a marketer’s dream. Instead, many become lost in an unruly maze.
...According to the standard spiel, ads in this medium are alluring because they can be aimed at specific audiences. They can roll in front of content that people want to see. They exist in the digital space where coveted demographic groups are spending more time.
It’s an enticing portrait, but one that glosses over an essential question: Is anybody watching?
By many estimates, more than half of online video ads are not seen, either because they are buried low on web pages or run in tiny, easily ignored video players on those pages, or run simultaneously with other ads. Vindico, an ad management platform company, deemed 57 percent of two billion video ads surveyed over two months to be “unviewable.”...
Digital video ad business is struggling with issues including poor or non-delivery, no measurement standards and clients who have had enough.The industry badly needs a champion. Recommended reading for marketers, advertisers and agencies. 9/10