Trends Report

Video Strategy For The Post-Digital Age

Stop Making Videos That Interrupt And Irritate Customers; Start Making Videos That Interest And Intrigue Them

September 2nd, 2016
RS
Ryan Skinner
With contributors:
Brigitte Majewski , Kasia Madej , Rachel Birrell

Summary

Marketers bring a tainted legacy of interruptive TV ads when they approach digital video. It's no wonder preroll branded videos are the leading reason why customers activate ad blockers. Marketers must stake out a new course that relies on producing videos their customers choose to watch, not ones they're forced to. This report describes three engagement strategies for video: one for customers who are trying to relate to a purchase decision, and two for those who are just online consuming content.

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