Exponential Interactive, Inc. has released research about buyer perceptions of online video advertising. In an unprecedented industry move, Exponential employed a research study of 100 premier advertising agency media planners and buyers to better understand the barriers to buying and delivering video ads on the Internet.

Exponential’s research revealed several significant findings, most notably, the difference between those who have and have not purchased online video. Experience buying video changes perceptions of the format greatly — those who have purchased and run online video campaigns are most concerned with operational issues and the smooth delivery of campaigns. Those who have not yet bought appear to be questioning the end user’s overall experience.

This research also provides insights into how agencies can leverage video, and what providers need to do to make the buying experience easier. Additionally, the detailed data compiled in Exponential’s study produced a consensus among advertisers about the need to create standards for online video advertising. Standards for buying, creating and measuring online video ads are essential to industry growth, removing barriers to widespread adoption of video as part of the online marketing mix.

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