There is a lot of optimism around the potential for advertisers to achieve branding objectives using online video because it provides marketers with many of the things we love about television advertising, with the added benefit of online measurement. Online video ads deliver the sound and motion of a TV commercial in a lean-back setting that can elicit an emotional response from viewers. Display ads rarely achieve this, which is why there has been a rocky road to their acceptance as drivers of brand metrics – despite a growing body of evidence that shows they do move the needle on key brand indictors.

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