Personalization and dynamic creative are increasingly becoming highly desirable components of video advertisements.

Online creative is evolving to keep up with consumer demand. As a result, the market is rapidly innovating and experimenting in an attempt to keep audiences engaged by giving them personalized, immersive experiences. As a key tool for driving brand engagement, personalized videos help foster more-meaningful connections with consumers, who can better connect with the overall message the ad is trying to convey.

According to recent findings taken from Theorem DigitalPerspectives—our quarterly report that gathers industry insights, trends, and changes from digital agency leaders across the United States—personalization and dynamic creative are becoming highly desirable components of video advertisements. With personalized video growing in popularity, the market’s desire for it continues to increase. Already, more than half of all campaigns contain video elements of some sort, and video content is expected to rise to 62.7% by 2017.

Today’s publishers may find themselves struggling to create video because of the high costs and a lack of internal creative staff. However, alternative options such as partnerships, syndication, in-read, and user-generated content can empower publishers to create high-quality video that engages viewers’ attention.

chart-campaigns-with-video

Source: Theorem DigitalPerspectives

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Posted by Dominic Finney

Dominic Finney has over 18 years’ digital experience, gained from a range of technology and agency roles. Dom began his career in product marketing at Netscape at a challenging time when the company was battling MSN for a share of the internet browser market. He has held management roles at Stardom MediaVest, Aegis and Quantum Media, and co-founder of Far Partners, which was acquired by Theorem. He is currently the Vice President of Digital Strategy at Theorem. Get in touch with Dom.

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