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Enhanced measurement beyond attention metrics can better show the long tail of engagement on BVOD, allowing for more long-term brand opportunities for advertisers. 

Challenges that will shape its future include the need to simplify the offering, retailer consolidation and building infrastructure that connects the physical and the virtual.

Video is heading down two paths: a short vertical market, where content is produced at low cost and driving vast engagement, and a premium long-form market that can be effectively monetised.