Digital Video and Honoring the User Journey with Danielle Cravett, SVP Sales North America, Exponential

Posted 4 months ago by Digital Video and Honoring the User Journey with Danielle Cravett, SVP Sales North America, Exponential

As mobile video quickly ascends as one of the fastest-growing consumer mediums, Danielle Cravett is seeing a big shift from standard pre-roll spots designed for any sort of attention span to an era where programmatically served video enables a much more holistic, omnichannel approach. At the same time that six-second video is becoming popularized, longer-form content is also finding its place in the landscape through which brands can engage a user’s attention to tell quality stories. With digital video today, people are trying to steer clear of what was done with TV and instead evolve toward something remarkable and new that will make marketing more meaningful. At video’s essence, it’s about honoring the user journey to create interest and elevate a brand’s presence. The digital video medium is also a lot more accountable than ever before and many leaders are emerging in the space because they can accurately measure compelling user insights based on meaningful content that engages users.