How to ensure your video creative is driving performance
Data: 2020 m. rugsėjo 01 d.
As more and more people cut ties with traditional linear TV, we’re seeing continued growth in over-the-top video services and streaming platforms. This provides ample new opportunities for marketers. But advertisers must understand that, while streaming video services have some things in common with linear TV, what worked for legacy media doesn’t necessarily work for these newer experiences.
If you haven’t started shrinking the divide between your media, creative, and content strategy, you should start immediately
So how can brands get the most out of these digital platforms, using video not only to attract consumers but to engage them and deliver results at scale? Dentsu launched its Attention Economy research, of which Google is a critical partner, to understand how teams can use data and technology to help answer those questions. The first thing any marketer needs to know is that the key drivers are your own creative and the content in which it lives. If you haven’t started shrinking the divide between your media, creative, and content strategy, you should start immediately.
Through our Attention Economy research, we are redefining the way we measure, plan and buy media. Working with Google and YouTube, we’ve identified three key elements to drive attention and, ultimately, video performance.
Start with creative intelligence
There is no denying a direct correlation between campaign performance and creative effectiveness. But how do you figure out what makes your creative effective? Today, brands can leverage AI, machine learning, and data science to understand the creative elements driving media performance and optimize their assets accordingly. What is considered “effective” creative will evolve in parallel with consumer demands and marketers must learn to navigate this evolution against their own media activity in real time.
How to make your creative more effective?
