Planning, brevity are key for effective video ads

04/10/2014 |

Video advertising can be a highly effective way for small businesses to engage consumers online, but the effort requires planning with a clear objective in mind, experts say. Video ads also should be kept brief to avoid irritating viewers, and the focus should be on making lasting connections. "More often than not, a [YouTube] channel with the most-engaged audience is going to perform better than one with the most subscribers and views," said Michael Wayne, CEO and co-founder of KIN.

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