HOW TO: Create a successful video production plan

Savvy pre-production planning can help to deliver a slick video campaign. Adrian Smith, co-founder of The Peloton, shares four steps to success

Digital video has come a long way in a short space of time. What started out as YouTube clips watched furtively in the bedroom or the living room has swiftly ended up in the boardroom. According to a recent Forbes Insights report, 59 per cent of senior executives surveyed prefer to watch video than read text if both are on the same web page. And 65 per cent of them had visited a vendor’s website after watching a video. The B2B marketing sector has been slow to the party but it’s now starting to grasp its potential.