Why advertisers are gravitating toward publishers that embrace video and audio
As brands look to associate themselves with engaging and reliable content, publishers are meeting advertisers’ needs by increasingly leveraging audio and video as storytelling and monetization tools. Not only do audio and video attract the younger users that advertisers seek, but these formats also allow brands to run more emotionally resonant campaigns than other ad choices offered by digital publishers.
“Emotion is always going to be one of the most important components of brand building — not just from a memorability point, but also perception and action,” said Craig Hughes, vice president of corporate development and strategic partnerships at Outbrain.Â
“For advertisers, the challenge with audio and video advertising — which often has broad reach, but still fairly sophisticated targeting ideals — is being very specific about who they work with and how they work with those partners and publishers,” he said. “For users, if you’re consuming a message and you’re consuming that message in an environment you trust, that message has significantly more impact on you.”Â