Marketers have mainly used digital video advertising much like they use TV—to reinforce top-of-mind branding objectives, especially awareness. However, more brands are seeing how video advertising can be a powerful tool to help them reach classic marketing funnel objectives further down the line, such as consideration, preference, conversion and loyalty.
Employing video advertising for mid- and lower-funnel goals typically requires a change in thinking. Marketers that want to increase their use of video will need to expand the ways they create video advertising and what actually gets created, figure out content that's longer and more involving, and focus on different metrics beyond just views as measured at the top of the funnel.
The importance of positioning digital video ads for the full range of brand objectives is underscored by the huge growth of the potential audience. eMarketer estimates that the number of US digital video viewers will rise by more than 22 million between 2013 and 2017, reaching 204.6 million that year.
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