55% of marketers 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
- MediaPost
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