Dentsu Strengthens the Role of Data in Video Creativity Jobs Email List

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Designed to provide deeper insights into how objects, shapes, text, emotions, colors and logos appearing in video creatives affect viewing time, purchases and other consumer behavior, according to the announcement. VidMob uses computer vision, optical character recognition, and machine learning techniques to tag every visual attribute of an ad. Work email list It has flagged ads for more than 1.3 billion parts, which have been viewed more than 1.9 trillion times. According to the announcement, the partnership will support brand campaigns on social media, programmatic video, OTT and connected television (CTV) channels, enabling Dentsu to expand its efforts to identify ads that grab consumers' attention, including measuring Effectiveness of video creative for media channels. Sponsored by Inmar How to Prepare for the Future of Influencer Marketing Learn about three shifts impacting the influencer industry—and how to make the most of the hottest marketing tactics.

Get our free report Dive Insights: Dentsu and VidMob expand partnership to help marketers determine which parts of their video ads are most effective at capturing attention and driving other outcomes. Work Email Lists As the media landscape becomes increasingly fragmented, advertisers have more ways to reach consumers across a wider range of devices, including computers, connected TVs, smartphones, tablets and smart displays. While audience targeting and segm Audio and HiFi entation are important to reaching the right consumers at the right time, ad creative is critical to grabbing their attention. The claim that the average human being has a shorter attention span than a goldfish these days has been controversial, but marketers still have a limited amount of time to capture their audience's attention. VidMob found in a study of people's reactions to ad creatives during the pandemic that emotion in a video ad can affect its performance within seconds.

Its research shows that the surprise emotion in the first three seconds led to a 360% jump in performance between the start of the pandemic and the lockdown period, while conversion rates for ads with a happy emotion dropped by 64%. During lockdown, calming videos boosted purchases by 156%, while ads showing women boosted performance by 325%. According to Dentsu's release, attention has become an important advertising indicator. Various digital platforms, such as YouTube and Snapchat, have developed 6-second, non-skippable ads that challenge advertisers to compress brand narratives in less intrusive ways, while still capturing attention. Facebook found in a study that six-second ads for work email lists performed better than 30-second ads, but it's unclear how ad creative affects this result. According to Dentsu, 70% of event performance is driven by ideas.