Video doesn't live alone. It needs a strategy and a plan. So, what are the best practices to integrate video into other media? Give users the tools to share the video, according to Devora Rogers,
associate director of lab operations at IPG Emerging Media Lab, who says video content users are fickle. Use existing platforms, says Tom Walker, managing director, digital brand building, Trailer
Park.
How do you measure the return on investment? Joseph Weaver, group director of digital at Media Storm, says every campaign requires a study to figure out the budget and what would it
take to overspend. That helps curb spending. Impression-based metrics also help, but don't try and force engagement based on metrics.
"Create a user journey," says Chris Paul, VP, group
director of Media at Digitas. "That's how we try and sell it. It's less about the metrics.