Innovation in video creative has multiple elements, encompassing content, storytelling, creative formats, and technology. This whitepaper about Video Creative Innovation is a first step in contributing to video advertising innovation and has three objectives:
- Encourage innovation in video advertising content and formats
- Help inform which video advertising content and formats improve the consumer experience and provide enhanced choice and control
- Demonstrate how digital video advertising can drive deeper engagement and direct relationships for both marketers and publishers
Special thanks to John Frelinghuysen, Publisher-in-Residence, IAB, for authoring this white paper, and for working with our IAB Video Center and Research team on the project.