00:00I think when it comes to video advertising, media planners and buyers have to start thinking
00:05multidimensionally. Instead of thinking of one media KPI or one target to achieve, they should
00:11start looking at the broader picture on what they want to influence in the longer run and that is
00:17what is going to define the targeting, the various ways of measuring the different targets that you
00:23want to achieve, the creatives, how does the creative actually stand out from the noise, resonates with
00:30the audiences and it's not only about making the video creative, it's also thinking about what
00:36messages can I actually associate with my target audience, what durations do I actually need for
00:41my specific objectives and where am I going to place those objectives. The last thing that the
00:48study tells us that we cannot ignore is keep focusing on technology, for example, the impact of
00:53audio ads or finding out the better ways of measuring the quality of inventory that would
01:00actually help us optimize on the value of impressions. One of the things that we can conclude is like
01:05attention has been the bridge from building impressions to creating impact and using it as a
01:11strategy is going to create the impact and not just simply using it as a KPI.
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