Building 21st Century Brands: Video creative innovation

IAB’s recent survey of adult audiences in the US established five key learnings for driving innovation in video ad formats and creative:
  • Establish a discipline of constant and rapid testing – effective testing feeds into the pre-development phase, addressing whether and how newer formats improve user experience and provide impact for brands.
  • Amplify impact of new formats through data, analytics and targeting – data and targeting play key roles in optimizing formats and managing real-time ad performance on which consumers are targeted with what creative and for how long.
  • Establish measurement standards and KPIs – the industry needs consensus on success metrics as more new formats emerge.
  • Advocate and curate creative innovation – the industry looks for inspiration and...

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