Spending on digital video in Europe up 42%

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Spending on digital video in Europe up 42%

Digital Marketing

Spending on digital video in Europe has increased by 42% over the past year, and agencies are shifting budget from other digital channels to support video activity, concludes a survey by Adap.tv.

The survey was conducted among 175 ad buyers and publishers, and found that 48% of agencies have shifted ad-spend from display, 33% from print, and 10% from search. However there were still concerns around the ability to properly measure how many people are exposed to video ads online.

67% were worried about viewability,  and 57% ad verification and ad fraud. Econsultancy says: “These concerns are fuelled by the fact that the industry is still struggling to come up with an accepted standard for video viewability measurement.”

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