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Building 21st Century Brands; Video Creative Innovation
Digital video represents a rapidly-growing share of viewing consumption and advertising revenue potential led by mobile and over-the-top (OTT)/Connected TV. However, consumers have been empowered with choices and control and the ability to pick and choose the ad experiences they desire. Brand marketers, meanwhile, are increasingly seeking deeper “activation” and storytelling that supports direct consumer relationships moving beyond traditional ad impressions. As a result, ad creative innovation represents a key priority for marketers and publishers to achieve deeper consumer engagement and measurable brand outcomes, with the need for enhanced targeting/relevance, interactivity, and more engaging formats.
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