Social video advertising is now capable of driving benefits throughout the funnel. Advertisers expect to prioritize a few key paid social strategies in 2022, including developing more native video ad creative, promoting creator videos as paid ads, investing more in ISR, and supporting efforts around still-emerging shopping livestreams on social platforms.

Facebook has introduced live shopping videos. Moreover, these platforms are working to make purchasing seamless with mobile wallet integrations and partnerships with ecommerce platforms like Shopify. Shoppable Video.

Find out how retail marketers can improve conversions through customer experience and marketing

Jas Singh is vice president, marketing platforms, Adobe Experience Platform lead at Merkle. Jas provides marketing solutions and services that include selection, deployment, execution, and support of Adobe's Experience Cloud and Platform.

Find out how to produce always-on marketing that is consistently authentic, relevant, and able to keep up with today’s fast pace and heightened consumer expectations

Over-the-Top Video. Over-the-top (OTT) video consumption leans heavily toward subscription services, as viewers increasingly gravitate away from traditional TV, a medium with high ad loads. There’s every reason to believe that lighter ad loads are still important to OTT video viewers, as people continue to spend time in ad-free services like Netflix.

Prior to joining Google, she led the Digital & Omnichannel Marketing Strategy team at Macy’s, Inc. She holds an MBA from Columbia Business School. Moderator:. Blake Droesch is an eMarketer analyst at Insider Intelligence, covering retail and ecommerce with a focus on digital grocery and the intersection of ecommerce and digital media.

Promoted Ads: These formats include images, videos, and various other ad features and can be used for several marketing goals across the funnel. Follower Ads: This format is used to promote an account to a targeted audience to help build awareness and attract new followers.

Connected TV (CTV) and other forms of OTT video were an advertising bright spot despite last year's recession. Alison Levin, vice president of global ad revenue and marketing solutions at Roku, joins eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom to discuss what advertisers want from CTV, how they're accessing OTT video inventory, and where ad-supported video-on-demand (AVOD) fits into the 2021 media ecosystem.

Junior Pence, CMO and creative director of Peace Out Skincare speaks with eMarketer vice president of business development Marissa Coslov about the brand’s marketing efforts during the coronavirus pandemic, including the surprise success of a viral TikTok video.

On today's episode, we discuss the new landmark TV (and streaming) rights deal with the NFL, the significance of Amazon's involvement, and what this means for sports viewership in the coming years. We then talk about Roku's new branded content studio, how long marketing videos should be, and the greatest driver of ad-supported video. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Ross Benes.