Older users of the internet may not be familiar with TikTok, but the Chinese short-form video app, known for its often highly creative and quirky content, is growing its user base rapidly and now it appears it is also testing ads on the platform.
Video advertisers could be wasting more than half their budgets on traditional video retargeting because ads optimised to consumer sentiment are much more effective in driving engagement, interest and brand perception.
Adam Smith, Rob Norman, Research on WARC, November 2018
This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.
A study of interactive video ads on mobile phones shows those with a call to action (CTA) generate the highest response from consumers – but to optimize that response advertisers need to tell viewers what to do in the first five seconds.
Nestle ran its first ad on ethical ad platform Good-Loop this week, for KitKat, but already it is looking at extending the collaboration to other brands in its portfolio, in a move that arguably puts a value on purpose.
Adam Sheridan and Eleanor Thornton-Firkin, Admap, September 2018, pp. 36-37
Reveals the findings of research based on cognitive psychology, which measured the effectiveness of video ads to be encoded and retrieved from memory by exposing test ads to consumers in a distracted media environment.
GLOBAL: Advertiser expenditure on online video continues to grow rapidly thanks to a boom in mobile consumption and most of that spending is going on social platforms – despite concerns over brand safety and ad fraud – according to a ...