Everything you always wanted to know about online video advertising

This article examines advertising in online video and argues that advertisers should demand increased transparency of the costs, impact and return involved.
  • The expansion of technology has led to consumers having the opportunity to choose how and when they explore video content, but the market fragmentation means that investing in broadcaster online video services is not always a solid return on investment.
  • There is little evidence that using online video delivers significant incremental audience reach, so advertisers should beware media agencies' recommendations to spend 15% of their TV budget on online video.
  • Online video is useful for reaching younger audiences, particularly men, and, as online video is sold at a flat rate across the year, it may represent...

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