3 Ways to Grab Consumers’ Attention With Video Ads

In a market that’s inundated with clutter

Too much of a good thing can be a recipe for disaster.

Take digital video ads, powerful and increasingly popular tools for brand marketers. An IAB report from April 2018 revealed that two-thirds of advertisers planned to shift their TV budgets to digital video.

So what’s the bad news? As with TV, there’s simply too much clutter. Commercial loads on full-episode players are approaching those of the networks, and digital video ads are subject to the same consumer fatigue that affects all other types of ads, creating a drag on engagement and encouraging more ad avoidance, which leads to the rise of ad blocking.

Here are three ways marketers can ensure consumers have a meaningful experience with their ads instead of tuning them out.




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This story first appeared in the April 15, 2019, issue of Adweek magazine. Click here to subscribe.