More Marketers Think Digital Video Drives Sales

Apr 14, 2017 |

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.