"Advances in video technology, along with new screens and formats, have opened up the creative possibilities of video advertising far beyond just an ad's narrative. Hyper-targeted, dynamic videos; hot-spotted product galleries; 360° virtual showrooms; location finders that can drive users to brick-and-mortar store locations - these are just some of the limitless forms video ads can now take."
"Thanks to the ubiquity and affordability of technology today, anyone can shoot video on their mobiles. This example by SITA had some of the highest engagement on LinkedIn, but was shot as a simple "talking head". Secondly, audiences are more informed today. With access to data and user reviews, they form opinions on brands before they speak with a salesperson. Video advertising has proven it can cut through clutter online- but how we tell stories must keep up with audience sophistication."
Video advertising creativity has shifted from single-format 30" TVCs to diverse, interactive formats enabled by new screens, production tools, and data. Advances in video technology enable hyper-targeted dynamic videos, hot-spotted product galleries, 360° virtual showrooms, and location finders that can drive in-store visits. Dynamic creative optimisation assembles personalised ads at the moment of serving using viewer data. Ubiquitous, affordable devices allow anyone to produce engaging video content, and greater audience access to information raises expectations. Storytelling approaches must therefore evolve to remain effective amid higher audience sophistication and a crowded online environment.
#video-advertising #dynamic-creative-optimisation #interactive-formats #audience-expectations #video-technology
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