- Surveying via smartphone or tablet, more than 13,500 16-45 year old multiscreen users across 42 countries, the research also undertook parallel copy testing for 20 ads in 8 countries across platforms.
- To maximise the chances of successful video, finding the right person is key; targeting to interest, category, and brand make a real difference in a video's reception.
- Video formats that offer rewards or provide control are strongly preferred.
- Skippable formats are a creative challenge worth focusing on, if impact can be delivered early; adaptation is also an advantage, even great ads can be optimised across channels....
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