This post originally appeared on MediaPost on September 25, 2013.
By Mukund Ramachandran, general manager of brand advertising
Video is hot. In June, 183 million Americans watched more than 44 billion online videos, according to comScore. They also watched a record of more than 20 billion video ads, which reached more than half the U.S. population.
These are impressive numbers. But did these ad campaigns enhance the company’s brand with the right consumers? Answering this question conclusively is the key to the continued growth of online video advertising.
But before we come to the answer, let’s quickly evaluate the tools that are currently used in the most prevalent form of video advertising: TV advertising.
To see the full evaluation of these tools, see the full article, How Data Can Help Marketers Get Smart About Video Ads, on Video Insider.