Campaign Online Briefing - Video 2021: Future trends and effectiveness

With the growth of video platforms, made-for-digital content and 5G, video advertising is growing exponentially. While traditional TV is far from dead, advertisers and planners are now thinking along the lines of converged video advertising. Whether on television or digital, video is the ideal format to build brand, raise awareness and educate viewers.

In Campaign’s next Online Briefing, we are talking all about the future trends that will affect video and how to use them to talk to customers. With the region leading the way for video content creation, listen to what our panels have to say about making and measuring videos that connect effectively with audiences.
2:00 – 2:45pm – Panel 1: Content and context
The panel will look at where, what and when brands deliver video to consumers. It looks at the differences between a video spot on traditional TV, ad-supported streaming platforms, social platforms, publisher channels, in-game advertising and the many other places video can be seen. What nuances do advertisers need to consider when planning content, tone, duration and more. And with viewers on different platforms being in different states of mind and concentration, how can advertisers leverage audience insights to ensure better returns on their video strategies?
Moderator: Mikey White | Client Development Manager, Publisher and Platforms, Oracle Data Cloud
Donnacha Kinsella | Media Lead, One Team Stellantis, Starcom
Sally Makarem | Managing Director – UAE, DMS
Nadim Ghrayeb | General Manager – Marketing, PR & CX International Markets, Infiniti Middle East

2:45 – 3:30pm – Panel 2: Measurement and effectiveness
How can advertisers know who is watching their videos, and how can they use that knowledge to their advantage? Our panel of experts looks at what advertisers can and can’t measure. It asks what the industry should be measuring (are completed views the right metric, for example?) and tackles the thorny issues of brand safety, invalid traffic and ad fraud.
Moderator: Nader Bitar | Deputy GM, MMP World Wide
Jacqueline Hughes | Regional Chief Strategy Officer, Impact BBDO
Tanisha Sakhawat | Senior Business Director, EMEA, DoubleVerify
Anna Germanos | Head of CPG, Retail & E-commerce for MENA, Facebook