1Introduction The Power of Video Table ofContents 4 Key Findings Few Companies See Themselvesat the Leading Edge .........4Leveraging Customer DataProves More Challenging ...........5DMPs Provide an Incomplete Solution .........6 Brands Lean on Partners forVideo Deployment 7Marketers Miss Full PotentialOof Audience-Segmented VideoWithin Limits .........10 Facebook, Youtube DominateVideo Ad Spend ..11 Mobile Media Still an Afterthought ...12 Brand Marketers Embrace DigitalVideo KPIs .13 Funding is the Gating Factor inVideo Advertising Volume .......16Budget and Expertise Limit Adoption of Customized Video ...........17Video Advertising ProvidesRoom for Improvement andSuccess for Many 18Almost 80% Will Increase TheirVideo Advertising in 2018 ........19Video Ad Eforts Characterizedas Early Stage .....22 Optimism Abounds for 2018Video Eforts........23 24 Methodology About the 2017 Survey For decades, marketers have understood the power of video tocommunicate ideas and tell stories in a way that has unmatchedemotional appeal. Like virtually all non-digital advertising, videowas a one-to-many medium that had undergone evolutionarychange since the rst TV commercials. The explosion in broadband and mobile broadband over the past few years, though, hasopened up countless new opportunities that have brought numerous variables. These run thegamut from general customer data integration issues to the unique challenges of customizingvideo for a wide range of media, formats and audiences. In this white paper, we will examine how leading brand marketers perceive their adoptionof video advertising, their beliefs about integrating data, their adoption of KPIs to determinesuccess, and what their plans and expectations are for 2018 regarding the impact of video. Their reactions paint a picture of a rapidly evolving medium—one that is showing signs ofsuccess today and which ultimately promises to blend the art of engaging video with the science of data-driven marketing. About the quotes: Susan Venen-Bock, general branded content manager at Ford, spoke withBrand Innovators about her experience and perspective regarding theexplosion of video marketing and advertising.Introduction 1。。。。。。