Faaez Samadi
Jun 12, 2019

Prescriptive video ad formats stifling brand strategy

The six-second ad definitely has a place, but it’s just one part of a proper media plan, said Unruly APAC COO Phil Townend.

The dominance of short-form video advertising is stopping brands from building long-term emotional connections with their audiences, according to the latest research from Unruly.

Speaking at MediaCom’s Blink Live conference, Unruly APAC COO Phil Townend presented the video ad tech platform’s research in conjunction with the Institute of Practitioners in Advertising. He focused on the fact that both short-form and long-form videos play different but equally crucial roles when engaging with consumers.

...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Related Articles

Just Published

Premium
How ads are used as weapons in Hong Kong protests
Premium
1 hour ago

How ads are used as weapons in Hong Kong protests

Adverts that promote the demands and opinions of various factions are an enduring feature of pro-democracy movements—and they largely favour print as their medium.

Premium
Jackson Yee carves new Adidas shoe for Lala Takahashi and Dough-Boy
Premium
1 hour ago

Jackson Yee carves new Adidas shoe for Lala ...

Effects-laden TVC from Hypebeast launches a reborn 'classic' shoe in China.

Premium
Top 1000 Brands Briefing: Meet your speakers
Premium
2 hours ago

Top 1000 Brands Briefing: Meet your speakers

Campaign and Nielsen present insights from the most comprehensive research on consumer brand perception across Asia-Pacific at Top 1000 Brands Briefing, taking place on 28 August in Singapore.

Premium
Facebook lets users clear advertising data held by third-party sites
Premium
2 hours ago

Facebook lets users clear advertising data held by ...

A user can then either block the app or site from sharing data, or block all of the services in one go.