I'm starting a rotation with the APAC YouTube team next week (yea!). Therefore, I've been paying a lot more attention to online video lately (see here). My pre-reading for the rotation + this awesome book have led me to believe it's more important than ever to be clever.
People now have more choices about the ads they watch -- whether it be through TiVo or TrueView Ads.
Therefore, if you can't entertain your audience, be prepared for that audience to go elsewhere (or for them to be photoshopped on the street).
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