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James Pollard is a featured contributor to Video Marketing and Advertising: Then, Now and the Incredibly Promising Future report.

Here's the complete contribution:

One of the biggest ways that video advertising will evolve over the next 3-5 years is that it will be used to establish a retargeting audience.

For example, someone who watches 90% of your video but doesn't buy is going to be a much "warmer " prospect than someone who only watches 10%. So one of the big trends will be that those advertising online will direct more of their dollars retargeting people who have watched/engaged with their videos.

Pay attention to your own online video watching habits - you will see the same company pop up again and again because they are retargeting you. Because video ads are so cheap right now (compared to single image ads or banner ads), they can be used to quickly and cheaply identify a "warm" audience.

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