Media agency Horizon is leaning on digital video and the metrics the medium offers to better connect online and offline advertising, especially for entertainment clients. Beet.TV talked to Donald Williams, Chief Digital Officer at Horizon, at the Adap.TV conference in New York for a deeper discussion on how online video has evolved over the last few years and how marketers are using the medium as a testbed for creative and metrics.

“One of the exciting things we’re working on is around an entertainment campaign we’re launching…and the ability to test with creative video and apply that to other mediums,” Williams tells Beet.TV. That means looking at whether pointing to social communities in online video can help drive interest in film releases, he tells us. That’s an example of how digital video can help inform offline ad investments, he says, adding that planning and buying resources have improved so that video can be considered more holistically across mediums.