Brands Need to Assert Control Over Their Video Advertising or Risk Overcomplicating the Industry

Video complexity leads to lost money

A few years ago, video was a simpler alternative to rich media. All videos were TV aspect ratios (4:3 and then 16:9), in-stream was the valued experience and in-banner video was a low-cost alternative and was viewed more as a type of banner than a type of video. When less sophisticated brands and agencies imagined that their digital video spots were being shown in a television commercial-like experience, they were far less wrong than they would be today.