Robert Clark
Oct 21, 2015

Time is money: Getting the measure of video

With online video eating up an increasing portion of ad budgets, the race is on to develop better metrics of audience impact.

There’s no overestimating the importance of online video. The weight of evidence shows it has high audience reach, converts better than any other medium and takes up a large part of user time.

It’s also taking up an increasing proportion of ad budgets. A survey of 1,000 UK and US marketers commissioned by video adtech firm Unruly Media found that 70 per cent had moved some of their TV budgets to programmatic video in the...

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