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Posted by Luca Paderni on December 11, 2013
Today we’re publishing two reports exploring the current state of online video advertising, one focused on US and Canada and a second on Europe. This is a piece of research Forrester has conducted periodically over the past five years, allowing us to map the growth of the medium as it has risen to become a major component of the marketing plans for many brands, and this long-term perspective has allowed us to identify both the good practices and the bad habits that have taken root in the practice.
Amongst the positive elements are:
For all the good found in the research, there were equally some examples of what not to do:
With the good practices and the bad habits lined up against each, other online video advertising is sure to make compelling viewing for the spectator in the near future. And for those of you who are participating, the question is, what side do you want to join? Hopefully you’ll find the answer in one or both of these pieces of research.
If you’ve any questions about this topic, please comment below or get in touch with me @james_mcdavid.