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How do you measure ROI on online video?

Bob Kennedy, director-global marketing programs and advertising, McAfee

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"We are using online video as a way to attract and engage people. The challenge is, online video can be very expensive, and there is not an immediate ROI. It is a longer-term awareness ROI. We measure average time spent on site, number of video views and post-video actions. For example, did they download any documents after watching the video?"
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