Phil Townend
Jan 16, 2017

Need for speed: Video creative must catch up with consumers

If the consumer is driving at 200mph and the trailing media tech industry is trying to keep up at 150mph, at what speed do we think the creative industry is evolving? IAB Singapore’s Phil Townend highlights the challenges.

Phil Townend

The consumer continues to charge ahead, adopting and adapting to new means of communications with new tribal languages and emojis, leaving previous generations including marketers and agencies bewildered and a little afraid.

In Asia, local messaging platforms dominate in certain key markets, requiring ad tech, content and strategies that can deliver advertising messages relevant and appropriate for the specific platform of choice.

And this is where the challenge truly lies. 

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