Awareness to Action: The Critical Role Video Plays in Driving Web Traffic and Social Engagement - Webcast

Comcast Spotlight Take Five

We hope you had a chance to attend our Take Five for Your Future webcast, “Awareness to Action: The Critical Role Video Plays in Driving Web Traffic and Social Engagement,” on May 25. If you couldn’t join us, or want to review some of the information again, you can view the complete webcast now.

A panel of media and advertising experts shared their thoughts on the power of video to drive engagement with brands and their digital assets and we reviewed the results of two studies that reveal the important role TV and online video plays in moving consumers down the purchase funnel from awareness to action.

Sean Cunningham, President & CEO of the Video Advertising Bureau, kicked off the discussion by reviewing the results of the VAB report, “Ignition Point: The TV-Traffic Correlation for Call-to-Action Brands.” This report took a look at 125 brands, of all sizes, across six categories (restaurants, retail, travel, telecommunications/location-based mobile apps, financial, insurance) that represented more than $30 billion in TV advertising.

Next, Natasha Hritzuk, Vice President of Client Insights and Content Partnerships Research at Turner, shared the results of a recent study they conducted in partnership with 4C to better understand and quantify the impact of television advertising on social media brand engagement.

Lastly, Andrew Capone, Senior Vice President, Marketing and Business Development at NCC Media, talked about the role of TV advertising in each stage of the purchase funnel and how it has changed with the evolution of video consumption.

To hear the results of the VAB and Turner studies and what our panel of advertising and media professionals had to say on these topics and questions, listen to the full webcast.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive