Reading the tea leaves

Creativity will have much of its currency restored. Good creativity is just that: It's "right" the first time. It delivers ROI out of the gate, there are no false starts or nonstarters. Web video will continue its rise in prominence. It is admittedly the preeminent marketing channel for all marketing communications and its role will become even more critical. Audience engagement with Web video will become a measurement standard. Session length and involvement will become key metrics with a value that is equal to, or greater than, the transactional, conventional metrics of responses, leads, calls and so on.