Make video fit for platform, fit for purpose

Don’t value meaningless reach over meaningful experiences, say IAB Singapore board members Phil Townend of Unruly and Gavin Buxton of SpotX.

At its core, a media planner’s job is pretty straightforward Plan and deliver media that will, based on available data, deliver the best outcome for our client. That hasn’t changed in a digital world of increased fragmentation and complexity.

However, what we see are increasingly similar media schedules for all types of video assets and KPIs, even to the point where justifications of the media choices are backward-engineered to rationalise use of certain platforms...

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