Some 36% of respondents say measurement/reporting is a key consideration when evaluating which platforms to run pre-roll campaigns on; 35% say pricing is a key consideration.
Other important considerations include engagement (34% cite as a priority), viewability (33%), and audience delivery (30%).
More than two-thirds (68%) of respondents say social networks such as Facebook have become important channels for running digital video ad campaigns.
Marketers rank social networks ahead of pure video platforms such as YouTube in delivering customer service, ROI, and engagement.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji