Video is no longer an awareness play, left to big businesses with big agencies and big budgets.
Video is now everywhere and anyone with a smartphone can play.
Many brands are jumping on video marketing as they recognise the need for it but are still struggling to create the type of engaging videos that their audience can connect to or be interested in watching until the end.
Social networks too are placing video at the very front - Facebook launched a whole section that surfaces personalised videos to your interests and past activity, Instagram Live is booming, YouTube is at an all-time high when it comes to usage.
But creating videos that are personalised and authentic is hard. Sometimes it works, other times it doesn't. And everyone has a different opinion.
Take the latest Gillette ad campaign "We Believe" - it sparked a lot of controversy, some loved it, others really hated it.