ISM’s Steve Doyle, features alongside fellow industry experts, to examine the ins and outs of branded video content, in Outbrain’s informative article in The Guardian. 

Entitled ‘7 Myths about branded video content’, Steve champions quality video engagement over viewer volume:


It is far more important to understand what happens to a viewer after seeing the content. To have one person who feels positively about a brand having seen content is far more valuable than to have 100 viewers who instantly forget it. The focus should be on the quality of the engagement.”