Advertisers have a lot of information to bring together to understand how to gain more market share for their business. Mike Menkes, senior vice president at measurement firm Analytic Partners, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what might happen if competitors increase spending while you hold your budget steady, how creative can boost video ad effectiveness, and how ads for one product often have a "halo" that extends to other products, as well.