Why most video ads fail — and what video metrics actually matter
via searchengineland.com
Short excerpt below. Read at the original source.
Video advertising has never been easier to distribute. Platforms can deliver impressions and views at an enormous scale across YouTube, paid social, short-form video, and connected TV. But distribution isn’t the same as effectiveness. Many campaigns generate impressive platform metrics while producing little measurable business impact. The problem usually isn’t targeting, budget, or platform choice. […]