During the BrightRoll Video Summit on Thursday in New York, company CEO and founder Tod Sacerdoti said he’s seen a significant gap between mobile video ad requests and number of impressions served, which still indicates insufficient measurement.
A big issue with mobile is that it mostly has unique, non-standard formats, which makes standardization and consistent measurement challenging, he said. BrightRoll along with other mobile and interactive video ad platforms like Opera MediaWorks and Innovid were part of the MRAID Working Group to push for greater simplification in mobile support of VPAID events.
“Our supply growth massively outpaces the demand to the point where we’re saying, ‘There’s something wrong here and I think that that something is consistent measurement,’” added Bruce Falck, COO for BrightRoll and former head of Google Display Network.
He said it’s an industrywide problem.
“I saw this lag in mobile demand with DBM [DoubleClick Bid Manager] and AdX [DoubleClick Exchange] too when I was at Google,” he added. “People spent years learning to buy on cookies and then mobile just leaves them wondering what to do, but I do think we will see explosive growth for mobile video in 2016.”
Lum said she’s encouraged by maturation in mobile video measurement on the buy side. While a marketer’s initial objective may be ensuring the video content they’ve invested in actually gets views, gradually they wish to augment mobile video into their broader media mix to determine ROI impact.
“In the first wave of testing in mobile video, completion rate was the key metric, but we’ve found higher percentages of marketers moving away from only being focused on completion rate to conversions and post-click actions,” she said. “Once we get more of that attribution in place, it will drive more dollars.”