Like a boomerang, brands and the meteoric rise of their proliferation on various social networks to increase reach and engagement – is the appropriate one given the reach social networks have to offer. However, now that they’ve thrown themselves into the social cloud, will it come back to them as they intend?

Ever stare in wonder when you see a strong platform or solid business that fails to read the signs on the wall? Rather than recognize and adapt, they at best pay lip service to the issue and simply shoehorn in yesterday’s business models into today’s evolving marketplace. These thoughts and others always cross my mind when I think of the newspaper industry.

Advertisers should continue to experiment with new approaches to deliver targeted messages to more specific audiences. Understand where your target audience is going to find video content. If approached correctly, the right messaging at the right time could increase both your brand affinity and the ROI of your ad buy.