Marketers still struggle to glean insights from digital video ads, says study

Marketers remain uncertain about what impact their digital video campaigns are having, according to data from a recent report.

A study conducted by the CMO Council and video advertising technology provider ViralGains found that although 78% of chief marketing officers are increasingly held accountable for bottom-line metrics like sales, “the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions.” The report surveyed 233 senior marketing leaders in the first quarter of this year.

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