Top media buyers from Universal McCann, Digitas, GroupM and elsewhere have written an open letter to digital video publishers imploring them to promote their efforts enough to gain a measurable audience. "Get aggressive to intrigue, build, and attract an audience that is as big as it is valuable," the buyers write. "We know that not every show will be a runaway hit, but perhaps there could be enough semi-hits that in aggregate, can help build audience-at-scale. So now that you've built it, let's help consumers discover it."

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