Brands See Big Potential in Commerce Video, But Consumers Are Tuning Out

Screen-Shot-2022-03-20-at-10.16.05-AM Brands See Big Potential in Commerce Video, But Consumers Are Tuning Out
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Commerce Video Ads: Navigating the High-Stakes Landscape

Recent data from an IAB study reveals that commerce video ads, defined as video advertising that drives consumer action, present both significant opportunities and challenges. While 95% of advertisers surveyed are utilizing this format, the research uncovers key misconceptions that could hinder their success.

Key Findings:

  • Influencer Impact: While advertisers express concern about maintaining brand consistency with influencer-created content, consumers find it highly persuasive.
  • Duration Dynamics: Advertisers are prioritizing shorter formats to cater to perceived short attention spans. However, consumers demonstrate a preference for longer ads, particularly those featuring product demonstrations.

Recommendations:

  • Embrace Influencer Partnerships: Leverage the authenticity and engagement of influencer content to enhance campaign effectiveness.
  • Reassess Ad Length: Consider incorporating longer formats, especially for product demonstrations, to provide consumers with a comprehensive understanding of product benefits.

Brandweek: Your Gateway to Marketing Success

Don’t miss Brandweek, your opportunity to connect with industry leaders, gain actionable insights, and stay ahead of the curve in the ever-evolving marketing landscape. Register today and unlock your brand’s full potential.

Keywords: Brandweek, marketing innovation, C-suite executives, networking, commerce video ads, IAB, advertisers, consumers, influencer marketing, product demonstrations, brand consistency, ad length.

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