South Africa, July 4 -- Streaming, scrolling, searching, shopping: these video-centric behaviours are changing how consumers shop.

Video is so powerful that 76% of South Africans say YouTube helps them decide what to buy, showing how shopping and digital content have become synonymous with one another. For marketers, this insight is invaluable. It presents brands with the opportunity to meet them where they are and develop platform-specific content instead of shooting in the dark with mass dissemination.

Today, full-funnel video marketing is more informed, strategic and trainable in the era of media effectiveness. However, there has been a historical lack of awareness around what makes a profitable full-funnel strategy, partly due to ra...