A study from Sequent Partners found that 65% of marketers said that digital video is growing in importance for driving offline sales. But only 42 percent of them see digital video as better than other media for directly impacting sales. Marketers today view digital video as a branding tool, for building brand awareness and favorability, for telling their brand’s story and connecting with consumers emotionally.
So why do marketers continue to think of digital video mostly as a branding tool? Why the disconnect?