Neglect the creative at your peril

One of the overwhelming themes coming out of yesterday’s IAB Video: In Demand half day conference was not to neglect the power of the creative.

Several speakers touched on this topic, proving that as with all other advertising media, if the content is strong, the potential for engagement massively increases.

Too often it seems, advertising within VOD is just an identical TV ad, but research has displayed that creating a unique VOD or video ad can increase recall, click thru, engagement, sharing and sales.

Another key theme was the measurement of video, with a panel debate from Paul Goode, ComScore, Graeme Hutcheson, Specific Media, George Robbins, Starcom MediaVest and Andrew Bradford, The Nielsen Group.

The general consensus was that an agreement that any metric needs to be a combination of traditional BARB TV measurement with the addition of online figures – but it has to be a blend.