Creativity in Video Whitepaper – April 2018

Posted by Steven Poyser On April 18, 2018 Research & Resources

Digital video continues to grow in Australia – in 2017 it exceeded the $1bn mark in ad revenue for the first time – and while there has been a strong focus on hygiene, platforms, tech standards and measurement, there isn’t enough focus on the creative process. This remains the challenge and opportunity. With the power to emotionally engage its audience, video can drive brand metrics as well as deliver sales outcomes.

IAB Australia’s Video Council worked on the Creativity in Video Whitepaper to help simplify the creative process for video, showcase best practise and appreciate video as a platform that behaves differently dependent on device.


Read the blog article here.

IAB Members can download the whitepaper below.


Steven Poyser