Online video ad campaigns have a variety of objectives, but chief among them is brand engagement, find Digiday and Adap.tv in an April 2012 report [download page]. Surveying more than 600 agencies, brands, publishers, ad networks, and DSPs, the companies find that almost three-quarters of respondents view brand engagement as their primary video campaign objective, up from 68% last year, and more than quadruple the 18% who responded that way just 2 years ago. As a result, brand lift has shot to the top as the most popular metric for industry personnel, with 54% saying that it delivers the highest success, triple the 18% from last year. (more…)
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Online Video Campaigns Increasingly Look to Brand Engagement
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