Video advertisers are turning to format innovation to push beyond interruptive experiences – Digiday

Video advertising is always interruptive — until it isn’t. 

Advertisers are solving the challenge of interruptive video ads by creating in-stream content so innovative and compelling that users decide to hold off on clicking “skip.” Others are going further still, working within entirely new formats that appear alongside video content without disrupting it.

In conjunction with a new research report exploring marketers’ and publishers’ evolving strategies and approaches to the current state of video ad formats, Digiday and GumGum interviewed three experts in video advertising. 

In this video, you’ll see:

-Taylor Wiegert, VP and planning director at The Martin Agency, talk about the ways publishers, ad tech providers and platforms can work together to create new video-ad experiences

-Vikram Bhaskaran, global head of vertical strategy and marketing at Pinterest, highlights the “five dimensions of inspiration”

-GumGum CEO Phil Schraeder prompt brands to pick innovative video-ad formats that can follow striking pre-roll creative with a meaningful extension of message