Video: Technology, agency and platform experts say video advertising can be less disruptive
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 and formats.
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
How creator platforms are building tech infrastructure to keep pace with a maturing industry
The creator economy is growing rapidly, but the technology infrastructure required to manage and scale influencer marketing has yet to catch up.
Digiday+ Research Briefing: A look at how tariffs could impact consumer and advertiser spending
In this edition of the Digiday+ Research Briefing, we examine the impact of tariffs on consumers, retailers and advertisers. As uncertainty remains, we look at some different predictions and their impacts.
Media Briefing: Reliant on search, haunted by AI: publishers at a crossroads
With AI-driven updates rolling out steadily and traffic patterns shifting, publishers are starting to plan for more zero-click searches.