ndm

http://www.theguardian.com/media-network/2015/apr/16/online-video-digital-marketing

Is online video the saviour of fragmented digital marketing? 

• Fragmentation and complexity has, in my opinion, always been the single biggest barrier to digital marketing’s advancement. Brand managers for whom communications is often just a small slice of their daily workload are understandably put off when a digital expert rolls up explaining the latest complexities and technical capabilities. 
• Video promises to be the great unifier – a simple, well understood format that can spread itself across most major digital media channels, delivering believable return on investments in the process.
• One thing that is clear is that online video has matured hugely over the past 18 months and along with it marketers’ attitudes.
• Unfortunately the waters of online video aren’t quite as transparent as one might hope. The content might potentially be the same but there’s a world of forced pre-rolls, skippable true views, in-banner video and auto-play (or even auto-preview) posts to discover.