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

Digiday+ Research: Publishers anticipate having more time with third-party cookies than marketers

The timeline on which Google will officially kill the third-party cookie is anyone’s guess at this point. According to a Digiday+ Research survey conducted in the second quarter, marketers’ guesses look very different from publishers’.

Immediate deepens CMP strategy, slashes ad tech partnerships for sharper data governance

Consent management platforms at Immediate aren’t just about ticking boxes for data laws.

The Guardian moves closer to being a reader-supported business as it launches new cooking app

The app is being used to provide a compelling offering which encourages readers to support the Guardian more financially, while also reaching new audiences.