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2014 Trends to Watch: Predictions for Video in Ad-Tech

  
  
  
2014 Ad Tech Predictions

In less than four weeks, Super Bowl viewers will see the first interactive commercial enabled for shopping via a smart TV. Online marketers are thinking, “Been there, done that.” Brands such as Target and Neiman Marcus have been experimenting with shoppable video ads online for the last few years, so this is for you guys: Five predictions for the direction video will head in and how it will shape the ad-tech landscape over the next twelve months. 

SmartVideo Summit Panel Recap: Bridging Brand & Performance Advertising

  
  
  
SmartVideo Advertising panel discussion

We’ve seen tremendous growth in online video ad consumption over the last couple of years. Online video advertising revenues topped $1 billion in the first two quarters of 2012, video ad views reached 9.9 billion in February, and YouTube just hit 1 billion monthly users.

4 Metaphors for Last-Click Attribution Flaws [INFOGRAPHIC]

  
  
  
Last Click Attribution Infographic

A majority of marketers still use last-click attribution to value performance-oriented campaigns. Yet, at the same time, marketers realize it is ineffective at gauging the true influence campaigns have on the consumer’s path to conversion.

Why Last-Click Attribution Is Wrong For SmartVideo

  
  
  
Most Common Methods of Attribution

A recent study by Econsultancy and Google Analytics shows that a majority of marketers still use last-click attribution to value performance-oriented campaigns. But at the same time, marketers are realizing that it is ineffective at gauging the true influence campaigns have on the consumer’s path to conversion. For online video campaigns, be it advertising, email, or on-site, last-click attribution suffers from similar inaccuracies.

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