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As users consume more video content online and television gets connected, brands need to respond as these two advertising platforms converge.
The rise of digital media has increased the pace and the complexity of modern marketing, but also made it more flexible.
I can't stand DIY. I'd much rather get a man in, then watch cricket instead. So when last summer England cricketer Matt Prior smashed a window at Lord's with his bat, who'd have thought those two worlds would collide?
As my colleague Dara suggested ways to make your video content stand out on YouTube in this space recently (See related articles, left), I'm going to look at other digital opportunities and strategy.
It's easy to be flippant, of course, and simply suggest that you just need to produce the best content. If you build it, and it's brilliant, then users will come.
Banks have been slower to embrace social media than other sectors, but the recent problems at Barclays, RBS and NatWest demonstrate that there is nowhere to hide on social media when things go wrong.
If travellers and holiday-makers continue to be motivated by getting the best deals online - and brands offer them - then it will. Consumers research and book where they get the best results; therefore deals online and travel businesses will have to reinvest at the point where they get the best ROI...
Smartphones and social media have a symbiotic relationship, with both feeding off each other. The latest Social Monitor finds out which brands are making the most of the link.
Last year, John Wanamaker's 'half the money I spend on advertising is wasted' adage applied to online video. In 2011, 47% of all video ads were abandoned, according to data from DoubleClick.
'Even if you're on the right track, you'll get run over if you just sit there.'
