Research from Turn shows that not all agency executives are on the same page regarding digital video advertising.
Eighty-four percent of respondents overall said video is the most effective medium to get a client’s brand message across, but 56% of respondents under 30 believe there are more effective ways to advertise than video.
There were other differences in opinion along the age divide. Only 28% of media agency professionals under the age of 30 considered suppliers’ current viewability standards to be a “key assurance.” Three quarters (76%) of respondents under 30 place ad fraud as a less than crucial concern with respect to video.
For more insights on the research, see coverage from top publications around the world:
- Adweek asks if agency execs of different ages care about the same video metrics.
- Despite industry news calling for more transparency and accountability, the majority of younger agency execs still don’t trust video metrics, The Drum reports.
- Max Knight, VP-Analytics Services, Amobee, penned an opinion column for MediaPost on the new direction millennials are taking digital marketing.
- There’s a renewed focus on inventory quality in the advertising industry. Are agency execs prioritizing the issue? Jonathan Gardner, VP-Communications, Amobee, takes a closer look for the UK’s City AM.
- Warc asks if young agency execs trust the video metrics they are expected to work with.