When marketers determine their goals for digital video advertising, top-of-the-funnel awareness is almost always their main focus. In that sense, digital video differs little from TV advertising.
But what about mid- and bottom-funnel objectives, such as consideration, preference and the actual conversion? While it’s still early in the game, more and more brands are finding ways to use digital video to help achieve those goals. However, shifting focus down from awareness will not come easy. The use of digital video for awareness is near universal, cited by 94.6% of US media agencies as an objective for brand video efforts in a December 2012 study from Sharethrough. In contrast, far fewer respondents mentioned mid- and lower-funnel goals such as purchase intent, customer acquisition and customer loyalty. Read the rest at eMarketer.