Research: Video marketers say innovative ad formats can enhance user engagement

Video, Interrupted

By GumGum                                                            

How can marketers move from the present state of almost instantly skippable video advertising to a more ideal, less interruptive dynamic?

The answer can’t be business as usual.

Marketers have long debated the ideal video ad format but often resort back to pre-roll. It’s a move that often rolls back viewability and crushes engagement rates. This user-experience conundrum has resulted in several creative approaches to formats, and out of that innovation, the question emerges: what does the next-gen video ad strategy look like?

To find out, download Digiday’s and GumGum’s report, Video Interrupted: The State of Online Video Advertising 

In this new study­, our experts and analysts unlock new data, interview significant stakeholders in the video-advertising ecosystem and offer an industry-wide call for more integrated video ads overall — a future ­state in which creative puts users first and advertisers take even more innovative approaches to evolving units such as overlays.

You’ll learn:

-How marketers are using emerging video formats to drive ad strategy

-How in-stream ads factor into up-to-the-minute video budgets

-The techniques and formats marketers and publishers are using to overcome interruptivity and user annoyance

-Which barriers to innovation marketers and publishers say they struggle with the most

Video has always been interrupted — but that doesn’t mean it can’t work better for audiences and advertisers. Download the free report to learn more about the future state of integrated video ads.

https://digiday.com/?p=364457

More from Digiday

Snapchat’s relationship with publishers is still pretty complicated

The recent layoffs have thrown a spanner in the works, while the focus on creators seems even more pronounced.

How PGL used influencer co-streams to supercharge esports viewership

For the brands whose sponsorships and ads form the backbone of esports companies’ revenue strategies, official co-streams represent a bit of a double-edged sword.

Digiday+ Research deep dive: Marketers cut way back on X spending as brand safety concerns persist

A Digiday+ Research survey found that marketers’ X usage trails far behind its social media competitors, and also that marketing spend on the platform has dropped dramatically, with brand safety being the biggest concern for marketers.