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Online video

Online video refers to audiovisual content delivered via the internet. Options for marketers to run video content online include: video-sharing sites such as YouTube; publishers’ online offerings; social media sites; and video-on-demand services from TV broadcasters. Video is becoming particularly important for social platforms, which are promoting themselves as ‘broadcast’ channels. It is common for online video ads to be skipped or scrolled away from, giving brands a very short window in which to capture attention.

Key Reading

Important papers from across the Warc database

Advice for brands on developing video creative that is engaging, brand-centric, rewards viewers with relevance or entertainment - and avoids early skipping.
Best practices to help brands engage subcultures and find a place in the 'everything channel'.
Selecting the right format, delivery channel and metrics.
Brand messaging is largely unwelcome and exceptional creative is a must.
Different approaches you can take: emotional or informative, long or short.

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