Simple steps, such as selecting a powerful video thumbnail image and strong last-frame, can help improve the efficacy of a web video marketing campaign.

More advertisers would incorporate video advertising into their campaigns if they could validate the efficacy of online video ad units for branding and consumer influence purposes.

One problem with the efficacy of pre-roll video advertising may lie with the way web publishers have integrated advertising units into their content.

A video campaign's ROI should be established prior to launch in order to determine the efficacy of the online video content and distribution tactics.