Why This Is The Year Agencies Must ‘Own’ Video
by Mark Trefgarne, MeidaPost
Roughly 179 million U.S. viewers watched more than 38 billion videos this past February, according to comScore, which should leave no surprise that video is an important part of every digital marketing plan. But as brands dedicate more budget to video, the pressure increases for agencies to show that money is spent efficiently while delivering maximum impact and a clear ROI. With the spotlight shining on video, it’s obvious that agencies need to own online video if they are truly going to deliver for brands.
“Owning” video advertising isn’t limited to conceptualizing, producing and seeding a viral video. The goal of every agency is to drive brand lift and purchases, and that’s best accomplished through paid brand advertising campaigns. As the comScore numbers show, online video is massively popular with consumers, opening the door for a huge branding opportunity.
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