Advertising and the new online aesthetic

Paddy Collins

With over three-quarters of YouTube viewing in the UK now happening via mobile, Google's creative agency lead looks at video advertising best practice advice.

There has been a tendency in advertising to mimic the craft and conventions of whichever medium it is appearing in. When you open a copy of Vogue you find that the photoshoots for the adverts are as striking and of a quality approximate to those for the...

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