Are new campaign formats from digital publishers effective?

Marketers are often keen to invest in the brightest and shiniest new toys available from digital publishers – such as short 6-second ads and branded content and yet, there is limited understanding about how these campaign formats stack up on traditional measures of advertising effectiveness.

In this research from the Marketing Scientist Group, we will report on a series of advertising and content experiments conducted in Australia, to understand the impact of shorter pre-roll video ad formats, content marketing and the impact of ad skipping, using tried-and-tested advertising impact metrics.

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