Video has changed the online experience. In less than a decade, the web has gone from a very static text and picture driven domain to a media channel that is stealing eyeballs from TV. Online video is ubiquitous for consumers, which means it's very high on every marketer's media plan (or should be).
Yet even with maturation in video content and technology, advertisers are still not getting the most out of the channel. They know they need to be there, but they're not always sure of how to reach the right audience, drive the best results, and get a nice return on their investment. In short, they're making mistakes that are costing them money.
It's easy to understand why. After all, advertisers don't have decades of buying and campaign experience behind them like they do in TV, and online ad technology seems to develop another buzzword or strategy alternative every week.
With this in mind, here are a few common -- and very easy to fix -- ways that marketers are not getting the most out of their investment in digital video advertising.