A recent study from DigitasLBi and the Interactive Advertising Bureau (IAB) shows that, while brands are now willing to spend more money on original digital video, they remain worried about ROI, quality, and measurement.
From the study “Content Revelations,” researchers found that marketing and advertising professionals are shifting their focus to digital video, believing that original digital video storytelling is a successful way to drive consumer engagement. In fact, ⅔ of executives interviewed presume that original digital video content will become equal to original TV programming in the next three to five years. Further, 64% of marketing executives expect to increase their digital video content ad spend in 2015, with 42% of total video spend being put towards original content, making for a 5% growth from 2014.
However, there remain concerns about the cost and effectiveness of producing original digital videos, with 54% of those interviewed admitting their doubts about ROI, 45% worry about quality, and 41% are apprehensive about how to effectively measure the effectiveness.
As more marketers recognize and cater to original video creation as a means of influential storytelling, different solutions and approaches will inevitably surface to solve these issues. The chief content officer for DigitasLBi North America, Scott Donaton, predicts separating content marketing dollars and creating distinct standards of measurement will help marketers overcome these challenges as they fine-tune their digital video content.