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The ultimate guide to performance marketing | Timothy Davis (Shopify)
Lenny's Podcast: Product | Growth | Career
Harnessing Emotion and Emerging Platforms in Video Advertising
Video advertising is currently performing exceptionally well, and the key to success lies in creating engaging video ads. Establishing a 'flywheel' approach, which involves having a dedicated internal team or agency for video production, is crucial. To maximize impact, begin with emotional storytelling, utilizing elements like comedy and happiness to connect with the audience. This emotional engagement enhances recall and encourages favorable actions post-viewing. Other emerging platforms worth exploring include connected TV, podcasts, virtual reality (VR), audio advertising, voice search, and artificial intelligence (AI) solutions. While experimenting with these platforms, it is advisable to observe early adopters and leverage measured insights, ensuring effective testing before committing substantial budgets.
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