Online Video: Delivering Brand Awareness and ROI

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How do brand marketers see online video? How effective is it in engaging viewers and is there a way of generating a direct response and (gasp), an ROI from online video campaigns?
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http://coull.com/resources/all-advertiser-resources/infographics/infographic-online-video-driving-brand-awareness-and#.UcweqPmsiSo
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