Some video marketers recommend moving all advertising budget dollars from TV to YouTube's TrueView ads, but a study from the Interactive Advertising Bureau suggests that moving it in increments of 5%, 10%, and 15% provides much better reach for a cheaper CPM.

In fact, the research shows a lot about how running an advertising campaign as a part of YouTube's TrueView ads through Adwords for Video can increase and enhance brand favorability metrics, like message recall and likeability.

Here's a few lessons we learn from this report and what it means for those of us who are video marketers.

Interactive Advertising Bureau's report on Digital Video and TV Advertising
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