The key to creating a successful video strategy in 2015 and beyond understanding what motivates consumers to watch and share branded videos. That understanding of consumers motivation begins and ends with video data, trends, and insights.

In this panel, Seraj Bharwani, Chief Analytics Officer at Visible Measures, will lead a discussion about branded video advertising based on case studies, research, insights, and first-hand learnings from Ford Motor Company, Team Detroit, Heineken, Unilever and Prudential.
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The proliferation and democratization of online video content has flipped traditional creative on its head. No longer is creative confined to the 30-second TV spot. Online video gives brands the freedom to create any content – short or long-form – that might engage an audience who is inundated with content options.

And so, in this current state, video advertising has outgrown the traditional advertising planning and briefing process. The way that we’ve ideated and produced viral videos to this point is broken.

The key to creating a successful video strategy in 2015 and beyond is finding ways to understand what motivates, engages, and makes consumers want to share brand videos. All of that begins and ends with data. Visible Measures will chair a panel to discuss how advertising still, for the most part, reflects the dated sitcom formula of yore, and how we can change that in the early stages of planning.
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