How to measure video effectiveness

In 2016, spend on mobile video ads more than doubled (up 103%) to £693m making it the fastest growing ad format in the UK. This means it now accounts for a whopping 29% of the total growth in digital ad spend, according to the Internet Advertising Bureau (IAB) UK and PwC’s annual digital ad spend report.
And with the likes of Facebook and Google building their future around digital video channels, it’s hard to ignore its importance.
However, with the validity of Facebook’