Video Advertising Benchmarks: What Metrics Can (and Can't) Tell You About the Bigger Picture

The video and TV advertising industries are in the middle of major disruption, as consumer time and attention shift from traditional to digital channels, as video becomes the norm across a growing number of media platforms, and as buyers and sellers employ increasingly automated workflows to serve ads.

What digital video advertising benchmarks are most important to buyers and sellers?
What steps is the advertising industry taking toward standardizing key performance benchmarks, such as viewability?
Do viewability and clickthrough rates correlate with fraud?

Publication: 
eMarketer
Author: 
eMarketer
Document Type: 
Research
Paywall: 
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