Online video will be the most important trend in advertising this year because of the rapid increase in the amount of time people spend watching videos online, writes Antony Young. Citing an estimate from Cisco that two-thirds of mobile traffic will come from video by 2016, Young argues advertisers must do more to optimize brand experiences on video streaming sites and create video with interactive features. "The future for video is bright, as it is for the brands and agencies that choose to exploit the full capabilities of video," he writes.

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