In our connected world, many people actively block content on their digital devices and skipping video has become second nature, especially among younger viewers. It's widely suggested that marketers need to be much more creative in developing digital ads if they expect to overcome blocking and beat the skipping.
Yet, many advertisers create the same product messages they've sent for years, not just on digital platforms but across every channel. Kantar Millward Brown recently conducted research to explore a typical week's advertising across TV, pre-roll and social media. We found that almost two-thirds of the ads reviewed delivered an explicit...