Online Video Use Explodes, ANA Study

More than 70% of marketers are currently using newer digital and social media platforms to reach their customers, but 62% say the "inability to prove ROI is a top concern," according to findings of a survey of 224 member executives released this morning by the Association of National Advertisers.

The survey, which was conducted in April and May, was released in conjunction with the ANA's Digital and Social Media Conference in Laguna Niguel this week.

Despite their overall concern, the ANA survey found that use of online video jumped in the past year, rising to 80% of marketers vs. 64% a year ago.

While social and mobile marketing have also grown -- with 90% and 74% of marketers saying they currently utilize them as marketing paltforms -- the ANA said their growth has "plateued" since last year's survey.-Joe Mandese, MediaPost

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