Forrester Study: Advertisers Want Convergence Measurement

By on 01/28/2014 7:15 PM @daisywhitney

VIEQUES, PR — About two-thirds of agencies and advertisers are betting that digital video and TV planning will merge in the next few years, says Brent Gaskamp, SVP Development at Videology, in an interview  about a new industry report.

Videology commissioned a report from research firm Forrester that surveyed 150 advertisers, media companies and agencies in the U.S and Canada on consumer use of online video and how it’s changing the industry.

Despite the expectations for pending convergence, the report found that marketers remain concerned about measuring in a multi-screen world. Some agencies and advertisers are “lukewarm” about using GRPs for measurement.

“To shift more advertisers…we need ROI to show that you are driving lift and sales across these mediums. The success metrics we are used to on TV are different in online video. We need to measure that output and show delivery against the KPIs of advertisers,” Gaskamp says.

The  free report also found that advertisers and agencies want more options in how they target their audiences with online video.

We spoke with Gaskamp at the Beet.TV Executive Retreat. 

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