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Do not count the clicks because it can be a very misleading factor, said Hugo Drayton, who is CEO of InSkin Media. He was engaged in the traditional type of advertising for a long time. In recent years, he has been devoted to Internet advertising. From 1994-2004, he was part of the team that marketed the online version of the popular British daily, the Telegraph. Hugo talked about the importance of video in digital marketing. Like the other experts, he stressed that the visits to a site do not mean that it has the right target group for the presentation of specific products. "75% of our clicks are after 30 seconds, which means that the users are familiar with the offered product," he said. By 2014, 66% will be viewed on mobile devices. The visualization of products in a video is crucial because it affects both the rational and emotional sides of consumers. Decisions are taken at an emotional level, the advertising specialist said. "Search + Video: the most powerful combination."