More Marketers Think Digital Video Drives Sales
Marketer perceptions about the purpose of digital video advertising—branding versus performance—is changing, with the travel category one of the strongest proponents of performance. This is one of many findings of a research report commissioned by Eyeview and conducted by Sequent Partners at the end of 2016.
Sequent Co-Founder Jim Spaeth dived into the report at the recent Beet.TV Leadership Summit and told the audience that 55% of respondents said digital video is for branding and 40% said it was to drive sales. “I wish this had been a longitudinal study,” said Spaeth. “You can sort of feel that emerging group of people saying digital video is actually good for sales.” Get the full breakdown in this one-on-one interview conducted by Matt Prohaska.