Dive Brief:

• Advertising agencies, according to a recent survey from Strata Marketing, aren't certain about the ROI on video ads. 
• Fifty percent of the 80 ad agency respondents marked 'unsure' when asked if video ads produced a good ROI.
• While 72% said they were looking to use YouTube, only 15% felt "very confident" in the ROI of video ads. And only four percent surveyed said video ad targeting "always" reaches the intended target audience.

Dive Insight: 

The sample for this was small, but the results are still interesting. It brings up the question of whether video ads aren't actually bringing in a good ROI or the measurement tools still aren't accurate enough for traditional ad agencies to want to dive into them more. 

Strata's findings were a part of its 2014 4th quarter agency forecast survey. Other key findings from the survey can be read here.