According to eMarketer Video and Social Media is a Major Challenge

1. "71% of US internet users will be watching online video ads each month by end 2012."
2. "US online video ads will increase by 40% in 2012."
3. "Performance-Based-Metrics will play a bigger role."
4. "Advertisers increasingly look to purchase online video ads based on metrics that hold sellers more accountable to consumer advertiser engagement - such as cost per acquisition (25%) or cost per engagement (34%)."
5. "It shows growing use of online video advertising to generate BOTH brand awareness AND measurable direct response, a trend marketers should watch closely in the coming year."
6. "Marketers consider calculating return on investment to be the biggest challenge of using social media - and that a majority of them believe they cannot measure social media campaigns effectively."
7. "Marketers often think of social media measurement (merely) as listening and monitoring - but that is only one part of a fragmented process."
8. "This has also created a culture of data overload, in which metrics that do NOT have much business value, have MORE importance than those that contribute to the bottom line."
9. "Marketers must apply business level analysis to social media measurement to determine its true impact. Going beyond brand metrics to understand social media's effect on a company's bottom line is critical."