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BrocklebankPenn: video elements of key marketing campaigns up by over 100% y-o-y


By The Drum Team, Editorial

February 2, 2012 | 2 min read

BrocklebankPenn has today revealed research stating that video has moved from an expensive ‘nice to have’ to pivotal in a marketing campaign, with use up by over 100% year on year.

According to the agency, video is becoming the pivotal element in both the ‘Zero Moment’ – when consumers start researching a new purchase – and the ‘Last Ten Feet’, when consumers are ready to make the purchase.

Craig Penn, founder and director of strategy and planning at BrocklebankPenn, said: “As online marketing becomes an ever larger slice of the marketing mix, with online ad spend now overtaking TV as the UK’s largest media (source: IAB), so we are seeing a huge interest from brands to give video greater prominence within campaigns.

“Nine times out of ten, consumers buy one of the brands that they found when they first started looking. If a brand is not there at the beginning of the search, they are very unlikely to be selected after all the research, product reviews, customer comments and friends’ opinions have been digested.

“Video has become the media of choice for consumers, and now that Google counts video as part of its ‘relevance’ metrics, making it an important element of SEO, brands who avoid video do so at their peril.’’


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