How brands and agencies buy TV advertising will change massively this year, as will their expectations of campaign success.
Device and ad length matter when targeting younger or older adults. The IAB, Tremor, and Millward Brown studied 1,800 adults, testing their reactions to video ads.
By measuring which ads were the most likeable and earned the most attention, Ace Metrix calculates their ability to break through the clutter and get noticed.
Is two seconds long enough to make an impression on potential customers? If the MRC’s preliminary guidelines stand, that’s when a mobile video ad will be considered viewable.
Last year was a strong one for mobile video, culminating in a viewing spike in December. Advertisers responded to changing viewing habits by running cross-screen campaigns.
There’s been a lot of attention paid to video ad viewability rates, but not a lot of action. A report from Viant finds that viewability is flat, but some sites offer far higher viewability rates than others.
YuMe looked at the value of various length ad sports in real-world campaigns, finding that short video ads have a purpose but aren’t right for every audience.