How brands' digital-video efforts are falling short

10/31/2012 | Advertising Age (tiered subscription model)

Advertisers aren't hitting the mark with their online video efforts, writes Adam Kleinberg. Online campaigns have the potential to amaze and delight consumers, creating memorable experiences and real engagement, but many video campaigns are lackluster, halfhearted affairs that are either difficult to find or insufficiently integrated with other efforts. "Video can be integrated into those experiences to make them more powerful, more compelling and yes, more engaging to your customers," Kleinberg writes.

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