Engagement around online video consumption, meaning the action of a viewer who interacts with a video ad, is a "high-value task" which drives buying outcome, says Dave Marsey, SVP/Group Media Director at Digitas, in this interview with Beet.TV.
Moreover, the value of this engagment can be properly priced and measured, he explains.
We spoke with him at the Beet.TV Engagement Summit. The event was hosted at Digitas New York and sponsored by Tremor Video.
Tremor Video has been advocating pricing for online video based on "cost per engagement" as Jason Krebs, Chief Media Officer, told us recently.
Here's more on the session at Digitas written by Daisy Whitney in Mediapost.