As streaming video became ubiquitous online and emerged on mobile, the format almost became an end it self rather than a medium. I am always a bit surprised when a clip is offered to consumers as a special treat. "Click here and get a free video," some messages will say. This is especially true on mobile now. Marketers will prompt users to opt into an SMS exchange to "get a video link." Really? In an age where buildings literally come alive with live TV feeds and HD screen are at check-out counters, video in and of itself is a value-add?

Well, for some marketers video is less a lure than it is a way of understanding users better. For the brand marketing agency Blue Chip, it's learning to use video as a way of exploring how people interact with a brand.

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