Online Gets Going with Online Gets Going with Moving Images – How Are Advertising and Brand Communication Changing with Web 2.0
Advertisers and providers of marketing services alike agree that the next phase of the development of the Internet will be dominated by online video. In this interdisciplinary study spanning business oriented marketing and creative agencies, all available analyses of developments and trends in the area of video communication were evaluated. Success factors established and then further refined, and the results finally compared with almost 300 creative advertisements that are known to be successful. The analysis of secondary material was substantiated in a series of over 30 interviews with chief marketing officers, agencies, and advertisers.