4A's Transformation 2015 in Austin, Texas, March 22 – 25, is the annual event that brings together executives from various disciplines within the marketing, media and agency worlds.

As in prior years, these thought leaders and innovators are coming together to share the most up to date insights, experiences and success stories from their rapidly transforming industries.

Brand marketing executives are starting to pay attention to the buzz around online video advertising, but really, it needs to be a focus. The seismic audience shift from TV to video viewing now has hundreds of millions of consumers ready to engage with brand messages across multiple screens.

But why does this shifting audience and the technology propelling them create such a once-in-a-generation opportunity for marketers? Here are four reasons....

During 2014, we saw a huge shift in advertising budgets to online video advertising. The ability for brands to directly connect with their target customer on all screens has forever changed the way we advertise. If you want to stay true to the voice of the customer, you simply have to do it on their terms.