entaintaning, the more attention and engagement the audience will provide you. Finally, video advertising is flexible in many ways. So flexible that it enables advertisers to understand campaign reach, engagement, effectiveness, and impact during pre-, in-, and post-flight situations. Optimisation is not limited to increasing or decreasing budget, audience or reach, in fact online video advertising gives you the opportunity to test and optimise your content during your campaign effort. Even though campaigns are short-term activities they should not be viewed as sprints. Campaigns are marathons which are extremely different from time to time regardless of the fact that they are the same length or have the same goal. Like a marathoner, advertisers need to have an agile approach where optimisation includes both content and execution. Online advertising provides the opportunity to effectively and efficiently revise the campaign effort in the search to reach the best result. About the Author Ervin is a guest blogger and the current Product Marketing & Partnership Manager for Preview Networks. He has held various roles in the company since 2007 and has recently written his Master Thesis on the online video space. His opinions are his own and do not necessarily represent the beliefs of Preview Networks.