We hold these truths to be self-evident, that all views are not created equally. Evolved research of this medium will show that various video placements have radically different costs, engagement and impact.

Kevin "Nalts" Nalty, YouTube Personality, Author of "Beyond Viral," and Marketing Director at Johnson & Johnson

We hold these truths to be self-evident, that all views are not created equally. Evolved research of this medium will show that various video placements have radically different costs, engagement and impact. So what is a marketer to do? Invest advertising dollars in pre-roll ads? Shift budgets to softer forms of promotion like webisodes, sponsored content and social video? Or bet it all on that viral video? (Hint: Don't pick the last option).