Authenticity and interactivity – the future of online video

Video has gone far beyond an online ad or a TVC, with a multitude of competing platforms, each with their own styles and strengths, understanding how to best use video assets is crucial.

YouTube and Netflix dominate the online video market but they haven’t changed the prevailing business model, according to Jeroen Doucet, managing director of ComingNextTV: it’s still linear video sold via subscription or interstitial advertising. But new players like gaming platform Twitch and quiz show HQ Trivia point towards a different future, he suggested at a dmexco session (Cologne, September 2018), one where interactivity engages the audience.

Interactivity

“We like to think of HQ more as a TV network as opposed to a tech company,” said Dylan Abruscato, director of partnerships at HQ Trivia. “We’ve kind of cracked the Holy...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands