‘It’s not just about 30-second spots’: Insights from the Digiday Video Marketing Summit

digital film

You’ve heard it before: Marketers crave video. But what actually works, Tag Heuer Replica Watches and which channels and formats are the most effective in driving real business outcomes?

Agency and brand marketing executives gathered in Nashville at the first Digiday Video Marketing Summit to discuss the evolution of video advertising, sponsorships and branded content, and how leaders in the industry are making their video investments work. Digiday+ members can download an in-depth Event Briefing below, detailing highlights, key conversations and new tactics and strategies from the summit.

Key themes emerged over the course of the event.

Walled gardens are growing in OTT
OTT is the reality of video consumption. As MediaCom’s Charlie Fiordalis said, people aren’t just watching videos on a large screen; they watch on personal devices. That’s introduced problems with understanding data, but just because something is complicated doesn’t mean marketers shouldn’t address it.

It’s not just about 30-second spots
In a poll of 39 attendees, 54 percent said they produce 30-second videos the most compared to 5 percent with six seconds and 8 percent with 10 seconds. The rest selected a minute or more. But while 30 seconds is the most popular format, it doesn’t mean agencies should neglect other lengths.

Influencer marketing can work
Epic Signal’s Brendan Gahan titled his presentation, “Don’t Do Influencer Marketing,” but by that he meant don’t do it just for the sake of it, Cheap Tag Heuer Replica and don’t make the mistakes that many brands and agencies do when it comes to working with so-called influencers.

Digiday+ members can access the full Event Briefing below:


More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.