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1、 2018 Interactive Advertising BureauBuilding 21st Century Brands: Video Creative InnovationJohn Frelinghuysen, IAB Publisher in Residence l May 20181 TABLE OF CONTENTS INTRODUCTION . 2 Executive Summary . 2 Background and Objectives . 2 Methodology . 3 NEED FOR VIDEO ADVERTISING CREATIVE INNOVATION
2、. 3 CURRENT INNOVATION LANDSCAPE . 7 State of Innovation . 7 Emerging Ad Formats . 9 6-second video . 9 Interactive Video . 11 Vertical Video . 13 Sequential Video . 13 Other Innovative Formats . 14 Perceptions of Impact . 15 INNOVATION ROADMAP . 17 IAB ACTION ITEMS IN SUPPORT OF CREATIVE INNOVATION
3、 . 19 FINAL THOUGHTS: BEYOND VIDEO . 20 APPENDIX . 21 IAB Video Ad Innovation Survey Methodology . 21 Definitions of Creative Formats . 21 ACKNOWLEDGMENTS . 22 2 INTRODUCTION Executive Summary Digital video represents a rapidly-growing share of viewing consumption and advertising revenue potential l
4、ed by mobile and over-the-top (OTT)/Connected TV. However, consumers have been empowered with choices and controland 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
5、relationshipsmoving beyond traditional ad impressions. As a result, ad creative innovation represents a key priority for marketers and publishers to achieve deeper consumer engagement and measurable brand outcomes, with need for enhanced targeting/relevance, interactivity, and more engaging formats.
6、 IABs recent survey and expert interviews suggest several learnings for driving innovation in video ad formats and creative: establishing discipline in testing/learning, leveraging deep behavioral data/insights, creating measurement KPIs and standards, curating and scaling up creative learnings, and
7、 investing in dedicated talent and teams. Background and Objectives At its 2018 Annual Leadership Meeting, IAB shared a new perspective on the accelerating shift from a century old “indirect brand economy” to a “Direct Brand Economy.”1 The Direct Brand Economy has been led by digitally native brands
8、 that have first-party relationships with a substantial number of their end consumers. These relationships, realized through continuously enriched data, are a core asset of the brand. Direct Brands are disrupting the legacy business model of marketing through layers of intermediaries and driving the
9、 growth of a new consumer economy. To survive and thrive in the 21st Century Brand Economy, all brands must build and rely on advanced direct marketing capabilities. Todays advertising ecosystem needs to adapt to fulfill this mandate. Media creative, planning, buying, targeting, and optimization mus
10、t all play a pivotal role in transforming the legacy marketing model beyond impressions to consumer relationships. Despite growth in digital video ad spending, overall marketing dollars are undergoing a shift toward direct marketing, interactive experiences, and two-way consumer relationships. To sustain long-term gr
