It’s not worth investing heavily in online video advertising, according to industry expert, Anthony Rushton, who has been driven to despair by the thought that millions of pounds are being fruitlessly spent on online video ad campaigns with no transparent, independent measurable return on investment (ROI).
“No-one can deny that DVA (digital video advertising) is the fastest growing sector of the ad industry. That’s great, in theory – but in practice the whole thing is just a shambles. The bubble is going to burst and a lot of the currently proliferating start-up DVA platforms and providers could vapourise if they, the advertisers and their agencies don’t wise up,” said Mr Rushton, co-founder of the world’s only online video ad auditors, British-based Telemetry.
A vehement Mr Rushton said that with his outspoken views he may well be deemed by others in the DVA industry to be “shooting myself in the foot”.
“That’s not the case; I’m just delivering a dose of truth serum,” he said. “I want DVA to keep growing towards its full potential, gobbling up ever-larger slices of ad-spend for the benefit of all of us, but unless it is seen to be transparently producing a worthwhile ROI I fear the big advertisers will become more hesitant, and DVA prosperity could well be stopped in its tracks,” he said.
Mr Rushton’s EmmyÒ-award winning company, Telemetry, is unique in that it offers a full package for online video advertising – preparing, delivering and independently verifying the material.
“Our reporting tool, Telemetry Gateway, enables advertisers and their agencies to analyse the real time fiscal, positional and executional ramifications of international online video buys,” he said.
Mr Rushton believes that someday all DVA will be measured this way – until then the only way that advertisers can make business sense of an investment in the medium is to cross their fingers and hope for the best, or make sure their video is profitably delivered and audited by Telemetry.
