By Joe Wade

It was unsurprising to hear Santander’s chief marketing officer Keith Moor talk at Advertising Week Europe about the poor performance of a recent online video campaign and the reaction from his media agency.

He had been guaranteed 1.7m placements of Facebook, and the video received around 603,000 views, but only a measly five per cent watched the video all the way through.

Apparently, they told him that was pretty good. Which it isn’t, it’s actually complete shite. Great content and clever messaging can result in far higher watch-through rates.

Actually, it would be interesting to know how many of the 603,000 Read full story ›

Source: The Drum