How Do I Use Online Video Effectively in My Campaign?
Paid online video is growing rapidly as an effective marketing tool.
One of its key strengths is in generating reach among light TV viewers. But in planning the
online video component of a campaign, it’s important to realize that the online
setting is very different than the TV setting, and there are new considerations.
Whether to use repurposed TV ads or original material will depend on your
objectives: While successful online video ads share some characteristics with
successful TV ads, in other respects they are very different.
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