Lack of cross-screen measurement and clear ROI limiting European digital video advertising

An overview of investment barriers and drivers into digital video advertising in Europe.

A lack of cross-screen measurement in digital video advertising is limiting investment, according to a March and April survey from IAB Europe. Two-fifths (42%) of advertisers and half (52%) of agencies surveyed said this was a limit to investment, with a quarter (25%) of publishers saying the same.

ROI is perceived to be hard to prove, and this is also limiting digital video investment; 33% of advertisers report a lack of clear understanding of the impact of digital video on revenue. This rises to 44% of agencies, the most reported barrier for them.

Among publishers, campaign measurement and...

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