Five tips to develop effective digital video creative

This article offers tips for developing engaging digital video creative, based on research by Ipsos, the market research and consultancy firm.

The media landscape has seen a major transformation over the last decade. Gone are the days when the entire family used to sit in one room and watch the favourite TV program aired at a definite time. Rapid improvement in technology, increasing internet penetration (especially mobile internet), emergence of social media platforms and proliferation of multiscreen device usage have all played a role in making the media landscape more complicated than ever before.

The rapidly changing pattern of media consumption has posed a lot of challenges for the brands as they try to decode what works in digital and how...

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