Digital video, a part of display-related advertising, took in $1.3 billion in revenue during the first six months of 2013, which is an uptick of 24 percent over the first half of 2012. According to Randall Rothenberg, CEO of the Interactive Advertising Bureau (IAB), “Digital has steadily increased its ability to captivate consumers and then capture the marketing dollars that follow.” The key to making video advertising work is to make the videos interactive: Encourage viewers to take actions such as signing up for an offer, requesting a coupon, clicking to obtain more information about a product or service, determining the location of your business or going to an online shopping cart.
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