Video has, is, and will continue to be transformative to the online experience.
eMarketer projects that by 2014 nearly three-quarters of all US internet users will watch video online at least once per month. With rising viewership, video advertising spending will also increase on both desktop and mobile from $2.93 billion in 2012 to $8.04 billion in 2016. As the adoption rate for connected TVs, smartphones, tablets, and “phablets” rises, consumers are even more connected to brands than when sitting behind a desktop computer.
Having both of these marketing conditions in place is a marketers dream — to be able to take full advantage of digital video advertising and spend a majority of campaign budgets on video. But before you start spending all this money, plan effectively what your goals are and how to measure these goals.