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Research: Creative Best Practices in Online Video Advertising

Research: Creative Best Practices in Online Video Advertising Scot McLernon

In the fourth of a series of groundbreaking third-party studies, YuMe is creating a comprehensive set of best practices for online video advertisers in partnership with Millward Brown and Dynamic Logic. Drawing from an extensive set of normative data across thousands of campaigns and creatives, the study quantifies which video ad formats produce the strongest in-market results in terms of ad and brand awareness, message association, favorability and consideration. A detailed analysis will identify factors contributing to the in-market performance of each video format.

Scot entered the business in 1995, selling some of the web’s initial banners and interactive “booths” for the web’s first online and offline trade show titled “Web Innovation”. Since then his sales team leadership...

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