Sometimes a full-form feature video works best, while at other times a six-second Vine might be desirable. In other cases, a YouTube video could work best. “You need to be programmatic and strategic and understand the marketplace,” she says.
As video moves across platforms, she urges marketers not to become dependent on legacy models of measurement, like GRPs, when new metrics are available. For more insight into video measurement and strategy, check out this video interview.