Content marketing that leverages digital video is seen as one of the best storytelling mediums by marketers and is garnering bigger, standalone budgets accordingly, yet these same brand advertising executives are challenged with justifying its ROI, according to a qualitative study— “Content Revelations”— from DigitasLBi and IAB, and conducted by Advertiser Perceptions.
"Content Revelations" is a research supplement to a quantitative report, "Digital Content NewFronts: Digital Video Spend Study”, released on Monday, April 27, 2015, by IAB.
Highlights include:
- As the media landscape continues to fragment, the traditional :15 or :30 commercial is becoming increasingly irrelevant.
- Content marketing, and video content in particular, is seen as an ideal way to create a “world” for the brand outside of the product/package . . .
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