Capture, Then Captivate: the Science and Magic Behind Video Ads That Connect

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Consumers like video. Today they have unprecedented opportunities to watch it whenever, wherever and however they want on their own terms of convenience. And they are doing just that. About 50 percent of all network traffic is from video today. By 2021 it will be 75 percent. More 18- to 49-year-olds now visit YouTube on mobile every day than any TV network.

As marketers, this means we have unprecedented opportunities to serve our video advertising through addressable media, to individuals, about whom we have unprecedented levels of understanding, rather than hoping to find them in a demo.

Andrew Robertson, CEO of BBDO WorldwideHeadshot: Alex Fine

We can target not just more precisely, but more meaningfully.

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This story first appeared in the May 15, 2017, issue of Adweek magazine. Click here to subscribe.