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This paper focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan. Beyond just a device, television has evolved to become a platform offering premium content to consumers in multiple places via multiple methods. The paper identifies six key elements of a strong video ad platform and analyses their effectiveness and importance to a video advertising plan. The six key elements discussed are: reach and scale; ability to drive sales; emotional connection with consumers; social and cultural relevance; strong data and analytics capabilities and brand-building ad environment.

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