Tuesday 28 October 2014

WHY BRANDS SHOULD MAKE THE MOST OF ONLINE VIDEO

David Black - Google Director of Branding

Choice', 'engagement', 'authenticity'. These are the terms that stood out at this year’s inaugural UK Digital Upfronts. We are in the midst of a new age of creativity, for content creators and for brands.
The power of video advertising and the possibilities of the medium came across loud and clear through the week. Video advertising spend on the internet and mobile phones increased almost 60 per cent year-on-year, reminding us again that advertisers are looking to reach consumers in new ways. On YouTube, viewership is growing at 50 per cent year-on-year and over one billion fans now visit the platform every month.
And the Digital Upfronts showed that the UK continues to be at the forefront of innovation. The week built on the tradition of TV Upfronts which provide advertisers with an advance view of the season’s programming. Here in the UK, the Digital Upfronts, organised by the Interactive Advertising Bureau (IAB), provided a platform for media owners, technology companies and content creators to showcase their creativity and innovations. The events highlighted the importance of digital advertising and its impact on brand awareness and on purchasing decisions.


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