Commentary

marketers like ROI for online video

55% of marketeres plan to increase spending on digtial video advertising in the next year, according to Randy Cohen of Advertiser Perceptions, and many of them cite its superior measurability -- especially relative to traditional TV -- as a key reason for spending more. On the other hand agencies (where 69% said they plan to spend more) cited engagement as the main reason for spending more.  In other words, Cohen noted, the marketers -- i.e. the clients, who control the budget -- are focused on ROI and efficiency.

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