Smarter video planning

This article is part of a series of articles on smarter video planning. Read more.

The video landscape

Brand building has arguably become more important than ever. In the price-led climate we now live in, filled with aggregators and price comparison websites, many services have become commoditised. This means it is more crucial than ever to deliver a reason for someone to choose your brand over another.

Video has always been crucial to building a brand as the emotional area of the brain associated with long-term memory gets lit up to an “astonishing degree” by audio visual stimulus.”1 As a result, TV has always retained top spot for building a brand.

It is not new to suggest that it has become much harder to build reach on TV alone over the past five years. Recent analysis from Ebiquity’s TV at the Tipping Point paper published in February 2019 highlighted how this decline had begun to accelerate in the past year, with predictions of a steep decline into 2022.