As the consumer purchase journey condenses, merging product discovery and purchasing into one seamless experience, IAB’s Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping report aims to define “Commerce Video” and unveil solutions for ideal ad strategies.
Key insights include:
- Commerce video—digital video ads designed to drive action from an intended audience—is driving digital video ad growth.
- Both advertisers and consumers recognize its value.
- Advertisers often overestimate the effectiveness of their strategies.
- Poor ad experiences lead to major backlash for advertisers.
- There are clear opportunities for advertisers to better align with consumer preferences.
IAB partnered with Alter Agents to conduct a comprehensive study of . . .
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