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When developing video content, it is helpful to consider which platform it is intended for; it is also beneficial to evaluate carefully, and modify thoughtfully, if considering using the creative on a different platform. People still do not warm to digital video ads, particularly non-skippable ads; and, unless rewarded by relevance or entertainment, are likely to skip early.
Definitions
This paper is focuses on video ads on TV, Facebook click to play, Facebook autoplay, YouTube and ads...