Smarter video planning

September 2019


Welcome to Admap September 2019

September 2019: Smarter video planning

Alex Brownsell, senior editor for media at WARC, introduces the theme of Admap September 2019: Smarter video planning.

This issue of Admap advises on how to construct a smart video advertising strategy, while looking at how content, format, length and consumer context factor into creating a successful video campaign.

Kristanne Roberts of Kantar heads the September edition, with 10 other expert authors contributing to this issue.

Quick read

Smarter video planning: Admap summary deck

Read a summary deck of Admap's issue on smarter video planning

A quick PDF-based guide to smarter video planning:

  • The multifaceted, complex nature of video
  • The importance of context
  • Selecting the optimal length and format

Feature articles

Digital growing pains: How context increasingly matters

Author Kristanne Roberts
Company Kantar

Video: How context increasingly matters in video advertising

Presenters Kristanne Roberts and Duncan Southgate
Company Kantar

Planning video effectively

Author Sophy Part
Company OMD

Video ad formats: The road to successful digital video advertising

Authors Alex Gevers, Pieter Mees, Cosima Serban, Roger Williams and Estelle Reale
Company IAB Europe

The high value of low attention

Authors Professor Karen Nelson-Field and Kellen Ewens
Company The University of Adelaide

Flatland: Addressing the crisis in video advertising creativity

Author Orlando Wood
Company System1 Group

Why and how video ads go viral on YouTube

Authors Gerard J. Tellis and Deborah J. MacInnis
Company Marshall School of Business, University of Southern California

Video ad length: Let’s face it, size does matter

Author Will McMahon
Company Blue 449

A region in motion: Mobile video trends in Southeast Asia

Author Oliver Woods
Company RED² Digital

Opinion: Same same but different: Understanding changes to the US video market

Author Brian Wieser
Company GroupM

Themes from previous months


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