In this episode of Digital Now and Next, the team explores the evolution of video advertising and how marketers can adapt to maximise its impact in a fragmented media landscape.

Key Points:

1. Challenges in Video Advertising:

   • Despite video consumption growing by 60% over the last decade, its effectiveness has declined. Fragmentation and poor ad quality are key issues impacting results.

2. Focus on Content and Context:

   • The session highlights the need to focus more on what and where ads are served rather than just how they’re served. Planning should prioritise engaging content that captures attention and resonates with the audience.

3. The Impact of Cookie Deprecation:

   • The death of third-party cookies is seen as an opportunity to return to thoughtful planning, focusing on understanding consumer behaviour and creating more personalised content.

4. Leveraging Local Content:

   • Emphasising local content and partnerships is crucial, as Irish audiences respond strongly to local stories and culturally relevant media.

5. Balancing Long-Term Brand Building and Short-Term Sales:

   • While tactical sales messages are essential, 75% of advertising impact is driven by long-term brand building. Brands should focus on campaigns that build demand rather than overwhelming audiences with excessive, low-impact messages.

6. The Role of AI:

   • AI and machine learning can help automate lower-funnel tasks, enabling marketers to focus more on upper-funnel strategies like brand building and creativity.

The episode concludes by urging brands to simplify their strategies, focus on emotional connections, and optimise the use of AI to improve campaign efficiency and effectiveness.