Short-form video: How to supercharge your media mix and drive full funnel impact

Examines the rise of short-form video, including how it drives reach, attention and amplifies other channels in the media mix.
  • Planning for optimal frequency works differently for every platform, mainly because they each operate on unique algorithms that prioritise different things.
  • Campaigns experience the strongest results when creatives are tailor-made for specific platforms and used together in the media mix, but over half of media spend has been allocated to sub-optimal creatives which did not adhere to the platform’s creative best practices.
  • Marketers should gather a variety of audience signals, leverage incrementality testing, compare cross-channel performance, and continuously iterate the measurement approach....

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