Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.
Julian Saunders, WARC Best Practice, July 2016
This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.
Videos on YouTube that feature children who appear to be under the age of 13 are among the most popular on the platform despite the company’s stated policy that its site is not intended for children under that age, a new study has revealed.
Highlights some of the most pressing opportunities and challenges for media owners from the 2019 Cannes Lions, and features an interview with Jeffrey Katzenberg, founder of mobile video start-up Quibi.
Today’s on-demand and always-on nature of media consumption means that advertisers need to be aware that consumers respond to ads depending on their motivations and mindsets, the Interactive Advertising Bureau (IAB) has revealed.
American consumers now enjoy more media options than ever and the boom in digital streaming means they are piecing together multiple services, yet the downside is that the sheer quantity of options can lead to frustration.
The viewability of TV ads is being questioned, as new research suggests that one-in-three ads on TV are not watched by anyone and there is a growing demand from TV industry executives for common standards for ad viewability across TV and video.
With big-name backers, big-name filmmakers, high production values and convenient round-ups of news, sports and music, Quibi, a new mobile-centric platform for streaming content, is seeking to carve out a distinct niche in the battle for consumer ...
The study provides a deep dive on US video streamers watching Ad-Supported Over-the-Top (ASV OTT) video to gain insights into their behaviors, attitudes and usage to help better target the ASV OTT cohort.
Outlines a study conducted in the US on Personal Prime Time that focuses on the consumer journey by mapping the when, why, and how through which consumers are creating their own Prime Times, the moment of high value and high engagement, across content and devices throughout their day.
Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.