eMarketer released 2017 Best Practices for Digital Video. Full report here.
Key Stat: Led by especially strong momentum in mobile video, US digital video ad spending will grow at double-digit rates every year through 2020, culminating a total of $17.95 billion at that time.
- Buy Audience First
- Refine Targeting
- Refine Metrics
- Use Third-Party Verification
- Stop Making Digital Ads from TV Scraps
- Tailor Ad Formats to Platforms, Devices, and Content
- Keep Video Ads Short, and Brand Early and Often
- Personalize It
- Convey Authenticity
- Pick the Right Time and Place to Go Live
- Tread Carefully with Messaging Apps
- Use Video to Drive Performance
- Get Smart About Fighting Fraud
- Fight Ad Blocking with Good Ad Experiences
- If It’s Too Good to Be True …
Get the full report here.