A survey of digital marketers worldwide reveals that many are faced with a variety of video advertising concerns—particularly fraud and the ability to measure their video investment.
The study from growth marketing platform YouAppi, conducted by Dimensional Research, found that 48% of respondents are concerned about fraud on the ad networks that deliver their video, up from 33% who said the same in 2017.
And nearly half (45%) said it's difficult to effectively measure the impact of video investment. By comparison, 40% of respondents felt that way last year.
Interestingly, targeting the right consumer was less of a concern. In 2018, 26% of respondents cited it as a challenge of video advertising, down 5 percentage points from last year.
Challenges aside, more marketers are investing in mobile video marketing this year than they did in 2017. In fact, 84% of respondents said they plan to increase expenditures, up 10 percentage points from a year earlier.