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.
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- 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.
- Path to purchase models
- Recall & recognition
- Online video audiences
- Online video effectiveness
- Online video planning & buying
- Douyin/TikTok
- Social media audiences
- Social media effectiveness
- Social media planning & buying
- Channel planning, media mix selection
- Reach and frequency, recency
- Attention
- Strategy
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