Video advertisers are turning to format innovation to push beyond interruptive experiences
Video advertising is always interruptive — until it isn’t.
Advertisers are solving the challenge of interruptive video ads by creating in-stream content so innovative and compelling that users decide to hold off on clicking “skip.” Others are going further still, working within entirely new formats that appear alongside video content without disrupting it.
In conjunction with a new research report exploring marketers’ and publishers’ evolving strategies and approaches to the current state of video ad formats, Digiday and GumGum interviewed three experts in video advertising.
In this video, you’ll see:
-Taylor Wiegert, VP and planning director at The Martin Agency, talk about the ways publishers, ad tech providers and platforms can work together to create new video-ad experiences
-Vikram Bhaskaran, global head of vertical strategy and marketing at Pinterest, highlights the “five dimensions of inspiration”
-GumGum CEO Phil Schraeder prompt brands to pick innovative video-ad formats that can follow striking pre-roll creative with a meaningful extension of message
More from Digiday
Avocados From Mexico turns to AI to advertise around the Super Bowl instead of a TV buy
As Super Bowl ad prices climb, Avocados From Mexico is leaning further into an AI activation designed to drive engagement and utility in real time.
In Graphic Detail: Why platforms are turning social video into living room TV
2026 is shaping up to be the year that the rest of the platforms join YouTube in turning the screw on traditional TV.
Media Buying Briefing: How Horizon and Havas’ JV aims to distinguish itself in a ‘red ocean’
The joint venture is involved in multiple pitches for businesses with a strong U.S. base and international aspirations, while visiting pitch consultants to make sure it’s part of the consideration set.