In Paid Media, Brands Need to Remember Context is Everything!
Scott Clark, VP, Head of Brand Partnerships at Innovid built off this point in learnings his company experienced first hand: while brands understand that people are interested in content that adds value to their lives, brands are not putting this into practice in a paid media environment. This means understanding the context the viewer’s environment brings. Picture a 2.5 minute video cut down to :15 for the mobile environment; for viewers the video resonates with, there is a need to engage with the video in a deeper way. As a marketer how will you fulfill that need? This dovetails perfectly with Shannon’s thoughts around content; you can have the best content in the world; however, understanding the context of user behavior (watching on a mobile device) impacts the experience of the story.
Equally interestingly, Scott eschews much of today’s conversations around completion rates and viewability. Though receiving a lot of press, these metrics don’t mean people are paying attention to your videos. In practice, brands need to optimize campaigns against impact, creative, purchase intent…outcomes that are actually important to your brand.