Agencies need more consistent ROI measuring tools and knowledge of digital video quality, for television ad dollars to fully transition to online says GroupM's Managing Partner and Director, Emerging Communications, Mike Bologna, in this video interview with Beet.TV
While TV still occupies the main share of ad dollars, a recent report published by Zenth Optimedia expects internet advertising to "account for 55% of the growth in total expenditure," making for a significant increase in online ad investment.
Bologna also reiterates this trend to Beet.TV, saying that despite only two to three percent of all video being consumed on the digital platforms, the industry will see an increase to 15 percent in 2015.
Ad agencies also lack knowledge of the quality of digital video. Unlike TV programs, where content is vetted several times to meet broadcast standards, agencies still do not have the same level of faith in online content.
Despite this, digital is carving its own supply and demand niche. In late April a delegation of digital platforms including Google, Aol and YouTube met to encourage marketers and agencies to shift their ad dollars to online, marking the start of Digital Content NewFronts.
Bologna, discusses this new space and the overarching challenges the industry will face. He was a panelist at VideoNuze Summit, yesterday.