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Report: CMOs spend more on digital video despite not knowing effect

Almost half of marketers intend to boost their investment in digital video advertising by up to 25% in 2018, per the CMO Council and ViralGains, but the report states that marketing chiefs are not confident about how digital video ads contribute to the bottom line because of the use of poor metrics such as impressions. "[T]here's a massive gap between how video advertising success is measured and the metrics that truly move the needle for brands," ViralGains' Tod Loofbourrow said.

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