Rayan Karaky is chief digital officer at SMG MENA
“If you walked into a media agency in the past year, chances are you overheard or came across the standard vocabulary describing the rise of online video; from video neutral planning to incremental reach, to video convergence across devices.
For marketers and agencies video is changing the game, mostly for all the wrong reasons. Many argue that budgets now have to be re-allocated; that TV plans are to now carry the likes of YouTube, Shahid or any other video platform. Occasionally you will also see them discussing online video sponsorships or product integration within YouTube-based shows, but unfortunately the vast majority are only conside
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