In research released by Sequent Partners and Eyeview, titled "Digital Video at the Inflection Point: How Brands are learning to Use Digital Video from Driving Sales," as many as 65 percent of marketers surveyed say that digital video is growing in importance for driving offline sales. However, currently only 42 percent of these respondents see digital video as superior to other leading media.
Today most marketers see digital video as a branding tool, and more than half consider video superior for building brand awareness and telling their brand's story.
The study did show a disconnect between marketers' perceptions and experience with video, as 87 percent said they have positive ROIs with the channel. Forty percent already see digital video as a sales driver, while 28 percent recognize it to be both a superior branding channel and superior sales driver.
Via Marteq, massimo facchinetti
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