Manufacturers should not lose site that videos are a powerful informational tool when it comes to building credibility with contractors. Consider if you will that next to Google Search, the next highest search is YouTube. That alone should tell you something.
From case studies, testimonials and training, to new product info, videos are a unique way of telling your story and add another dimension to the story by engaging the viewer. According to eMarketer.com, rich media ads with video had a higher dwell rate than those without, and almost double the dwell time.
This translates into fewer impressions needed for the same results.