Home

Building 21st Century Brands: Video Creative Innovation

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:

Highlights include:

  • Digital video represents a rapidly-growing share of viewing consumption and advertising revenue potential – led by mobile and over-the-top (OTT)/Connected TV.
  • However, consumers have been empowered with choices and control–and the ability to pick and choose the ad experiences they desire. Brand marketers, meanwhile, are increasingly seeking deeper “activation” and storytelling that supports direct consumer relationships–moving beyond traditional ad impressions.
  • As a result, ad creative innovation represents a key priority for marketers and publishers to achieve deeper consumer . . .

     

    You must be an IAB Member to continue reading.

    To receive IAB member benefits, you must be employed by one of our member companies and have a verified business email address associated with your account.

     

     

    If you have an IAB Portal account, please create a new account on iab.com and we will link to your records. If you're logged in and believe you are seeing this message in error, log out and try with another account or contact us about your company's membership status.

    Contact [email protected] with press inquiries.