Where once brand awareness formed the main motivation for video advertising efforts, today’s multitude of consumer touch-points - driven by on-demand media consumption, streaming services, and social media - has opened up a bounty of opportunities for brands looking to creatively engage with their customers.
Raking in total spend of £8.6 billion last year, according to IAB UK figures, video advertising is swiftly making its way to the forefront of advertisers’ marketing strategies. However, with that rapid growth comes an equally rapid demand for accountability.
At Performance Marketing Insights: London, iProspect’s head of video, Thom Clarke, revealed how brands can utilise performance marketing techniques in order to drive the most value from what, if not done correctly, can be a resource-engulfing channel.
An overview of the video marketing ecosystem
Creating the right content for the right placement
How to measure success