MELBOURNE: Online video and TV brought together to create video at scale can make a big impact for brands, according to advertising effectiveness expert Les Binet.

“Video in all its forms is tremendously powerful for brand building and video at scale is what marketers need in order to get the maximum effect,” said Binet, who is Head of Effectiveness at UK agency adam&eveDDB, in an interview with B&T Magazine at VidCon in Melbourne recently.

“Anyone who has the budget for it is going to want to use all the video channels at their disposal,” he stated.

TV’s reach means it retains an important place in the media mix, but, beyond this consideration, “there’s evidence now that TV is working better than ever and that’s partly due to the amplifying effects of online video and other digital channels,” Binet reported.

“It’s not as if there’s a conflict between the new media and the old media,” he added. “The new media is just making the old media work better. So, if you can afford it, I’d use TV, I’d use online video and I would use them together dovetailed.”

Binet advised marketers to keep an eye on long-term brand health and not get too caught up in granular short-term data. In his view ‘long’ data is as important as ‘big’ data.

“What data does is, it allows you to steer your brand,” he said. “But the more detailed short-term data we get the more attention we pay to it and the more we end up doing short-term things.” So if marketers are measuring their success on how many clicks and likes they’re getting then they’ll do short-term things to make sure that happens.

Binet also warned marketers against getting caught up in every trend: “We have all these new tools and they’re fantastic, but the more superficial people – and agency people often fall into this category – do get on a treadmill of what’s the latest new things,” he said.

“Sometimes we lose sight of the enduring, the fundamental principles, the things that don’t change. I’m all for new technology, but what we need to remember is that while somethings change, a lot of things don’t.”

Sourced from B&T; additional content by WARC staff