REPORT

Report cover for Engage at Every Stage: An Investigation of Video Activation featuring a girl looking at a video on her phone
SELECTED CONTENT FROM THE REPORT

Interviews

Interview

Caroline Losson

Vice President of Marketing, Keurig Canada

Keurig boasts a one-of-a-kind business model in which brewers are sold in order to continue selling beverage pods. Consumer engagement is the foundation of the brand’s business model, so it is critical that consumers remain engaged and continue to purchase and consume Keurig-made beverage pods. To... More

Interview

Manos Spanos

Vice President of Brand Marketing Flavor Brands, PepsiCo

For PepsiCo, the consumer engagement journey is multifaceted, with consumer touchpoints positioned around content, digital experiences, in-store interactions, live events and retailers. Manos Spanos, Vice President for Brand Marketing Flavor Brands, explains that the company works to engage its targ... More

Report Media Coverage

Marketing Week

Chief marketers call for more digital platform transparency: News coverage about inaccurate, questionable and false digital media reporting measures have caused 21% of marketers to reduce advertising spend. More than 70% of brand leaders admit negative news headlines have had an impact on budgets. Another 95% of marketing leaders surveyed believe digital media must deliver more reliability. Marketers are also calling “viewability” standards into question as only 3% of respondents agree on the definition advocated by the Media Rating Council. This negative outlook of the digital media landscape comes as marketers intend to significantly boost investments in online video advertising—a channel that 28% of respondents believe is more important than other media investments and 40% say is growing of importance. In fact, 95% of marketers intend to increase investments in 2018, with nearly half increasing spend by up to 25%. More

Marketing Dive

Solutions like Kantar Analytics Practice also arise form a demand for more transparency in digital marketing and data. A recent CMO Council survey found that 73% of marketers want more transparency into traffic, viewers and engagement, and 45% want real-time access to customer data and intelligence. Having the ability to discover deeper insights about consumers can help brands create more personalized content and experiences. More

Response Magazine

A new report says 95 percent of marketing leaders believe digital media must become more reliable and that 21 percent plan to reduce their spending this year because of inaccurate, questionable, or false digital media reporting. The report, “Engage at Every Stage: An Investigation of Video Activation,” from the CMO Council says marketers have also increased their scrutiny of platforms like Google and Facebook. Marketers also questioned viewability standards, with just 3 percent agreeing on the Media Rating Council’s (MRC) definition of 50 percent of content playing for two consecutive seconds with the sound off.  More

WARC

A huge majority of global marketing leaders (95%) believe digital media must become more reliable, according to a new survey from the CMO Council, which confirmed widespread industry dissatisfaction with digital media platforms. The study, entitled Engage at Every Stage: An Investigation of Video Activation, also revealed that ongoing news coverage about inaccurate, questionable and false digital media reporting have already caused 21% of marketers to cut back on their advertising spend. More

Lovely Mobile

According to 62% of marketers surveyed by the Chief Marketing Officer Council, reports about false and faulty metrics have caused them to pull back on spend. While 38% have started to question advertising rates, 24% have already reduced spend withFacebook and Google. In fact, negative headlines about Facebook and Google has had a knock-on effect on all media leading 70% of all marketers to question all marketing investments and 21% reviewing contracts. More

Marketing Charts

Brand awareness is a more common objective for digital video advertising campaigns than lead generation or direct sales, finds a new study from The CMO Council and ViralGains. Indeed, video advertising’s main use in the customer journey is to promote high-level awareness of the brand, though a majority of marketers also say they use video as an acquisition tool to drive direct sales. The report is based on a survey of 233 senior marketing leaders (mostly in North America), among whom 70% are actively investing in digital video advertising and another 9% planning to start within the coming year. The following results are limited to those 79% who are currently investing in digital video advertising or plan to do so in the near future. More

Bizcommunity

According to a new study from the Chief Marketing Officer (CMO) Council, marketing leaders globally say they will no longer tolerate deficient advertising measurement. Most see a need for more effective data transparency and detailed, timely and reliable reporting systems. News coverage about inaccurate, questionable and false digital media reporting measures have already caused 21 percent of marketers to pull back on advertising spend. More than 70 percent of brand leaders admit that negative news headlines have had an impact on budgets. More

Media Update

In a wake-up call to digital media platforms like Facebook and Google, marketing leaders globally say they will no longer tolerate deficient advertising measurement. Most see a need for more effective data transparency and detailed, timely and reliable reporting systems. According to a new study from the United States-based Chief Marketing Officer (CMO) Council, news coverage about inaccurate, questionable and false digital media reporting measures has already caused 21% of marketers to pull back on advertising spend. More than 70% of brand leaders admit that negative news headlines have had an impact on budgets. More

Marketing Dive

The report, "Engage at Every Stage: An Investigation of Video Activation," was conducted with ViralGains and found that 70% of brand leaders said that negative news headlines have impacted their budgets. Marketers also questioned viewability standards, with just 3% agreeing on the Media Rating Council's definition of 50% of content playing for two consecutive seconds with the sound off. Of those who agree with the standards, 30% said their approval is only because there isn't a better metric to embrace. More

Video Ad News

Only three percent of marketers believe the Media Ratings Council’s (MRC) viewability standards are reasonable, according to a new study, Engage at Every Stage, released by the CMO Council and ViralGains. The study found that by and large marketers feel that the MRC’s standard, which currently requires 50 percent of a video ad’s pixels to be on screen played with sound for two consecutive seconds, is not in the best interest of engagement and ROI. The CMO Council’s study also unveiled wider discomfort from marketers around metrics related to video advertising, despite the fact that 96 percent of those surveyed said they plan to increase their video budgets in 2018 and beyond. More

Marketing Industry News

A study conducted by the CMO Council and video advertising technology provider ViralGains found that although 78% of chief marketing officers are increasingly held accountable for bottom-line metrics like sales, “the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions.” The report surveyed 233 senior marketing leaders in the first quarter of this year. According to the study, “results revealed that marketing leaders are still very uncertain about the results they are generating from digital video, and many don’t have the knowledge they need to succeed,” despite the fact that many have plans to increase their spend on video this year. Nearly half of all marketers surveyed expect to grow their digital video ad spend by up to 25% this year, the report stated. More

Brand Communicator

Marketers remain uncertain about what impact their digital video campaigns are having, according to data from a recent report. A study conducted by the CMO Council and video advertising technology provider ViralGains found that although 78% of chief marketing officers are increasingly held accountable for bottom-line metrics like sales, “the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions.” The report surveyed 233 senior marketing leaders in the first quarter of this year. More

McLellan Marketing

According to a new study from the Chief Marketing Officer (CMO) Council, news coverage about inaccurate, questionable and false digital media reporting measures have already caused 21 percent of marketers to pull back on advertising spend. More than 70 percent of brand leaders admit that negative news headlines have had an impact on budgets. The new report, titled “Engage at Every Stage: An Investigation of Video Activation,” was produced in partnership with video journey company, ViralGains, and reveals that 95 percent of marketing leaders surveyed believe digital media must deliver more reliability. More

The Drum

Marketers remain uncertain about what kind of impact their digital video campaigns are having, according to data from a recent report. A study conducted by the CMO Council and video advertising technology provider ViralGains found that although 78% of chief marketing officers are increasingly held accountable for bottom-line metrics like sales, "the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions." The report surveyed 233 senior marketing leaders in the first quarter of this year. More

Brand Comunicator

A study conducted by the CMO Council and video advertising technology provider ViralGains found that although 78% of chief marketing officers are increasingly held accountable for bottom-line metrics like sales, “the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions.” The report surveyed 233 senior marketing leaders in the first quarter of this year. More

Adotas

ViralGains, a digital video advertising journey platform, in conjunction with the Chief Marketing Officer (CMO) Council today released a study that investigated how digital video advertising is utilized throughout the customer journey. The CMO Council surveyed a total of 233 senior marketing leaders in the first quarter of 2018 for this study. Results revealed that marketing leaders are still very uncertain about the results they’re generating from digital video, and many don’t have the knowledge they need to succeed, even as a staggering 96 percent set out to increase their video budgets in 2018 (and beyond). More

Martech Series

In a wake-up call to digital media platforms like Facebook and Google, marketing leaders globally say they will no longer tolerate deficient advertising measurement. Most see a need for more effective data transparency and detailed, timely, and reliable reporting systems. According to a new study from the Chief Marketing Officer (CMO) Council, news coverage about inaccurate, questionable and false digital media reporting measures have already caused 21 percent of marketers to pull back on advertising spend. More than 70 percent of brand leaders admit that negative news headlines have had an impact on budgets. The new report, titled “Engage at Every Stage: An Investigation of Video Activation,” was produced in partnership with video journey company, ViralGains, and reveals that 95 percent of marketing leaders surveyed believe digital media must deliver more reliability. More

Moby Affiliates

The majority of marketing officers are still measuring video advertising using traditional metrics such as clicks and impressions, according to a new report by ViralGains, the digital video advertising platform, together with the Chief Marketing Officer (CMO) Council. The survey of 233 senior marketing leaders during Q1 2018 found that marketers were not clear about the results of their digital video campaigns. Many admitted that they lacked the know-how. Despite this, 96% planned to increase their video ad budgets for 2018. More

[A]List Daily

Marketers continue to invest in video this year, but are frustrated with the current advertising landscape, according to a report by the CMO Council and ViralGains. The report, “Engage at Every Stage: An Investigation of Video Activation” surveyed 233 senior marketing leaders during the first quarter of 2018, of which roughly 109 hold the title of CMO or senior vice president of marketing. Some 43 percent of respondents represent companies with revenues greater than $1 billion, and 47 percent hold the title of CMO or senior vice president of marketing for their organizations. Digital video is considered more important than other media investments by 28 percent of respondents and 40 percent say that video is growing in importance. However, nearly all marketers disapprove of viewability definitions. More

Radio and Television Business Report

The CMO Council on Tuesday (4/24) released a report that investigates how some of the nation’s top marketers and advertising decision-makers are calling for more transparency. Titled “Engage at Every Stage: An Investigation of Video Activation,” this study finds that inaccurate, questionable and false digital media reporting measures have already caused 21% of marketers to pull back on advertising spend. More

Report Themes