Rethinking video ads: How effective creatives can be rooted in insights

As an industry and community, we've made great strides in understanding how to use data-driven insights to make better creative decisions. We’ve learned that bringing together audience insights and messaging can open up new possibilities in how we tell stories — especially during a pandemic. But what is the best way to go about it?

Here, Priya Barve, head of Unskippable Labs for Google APAC, discusses the lessons we have learned from the challenges brought on by COVID-19, how a diversity in the range of stories told is key to creative effectiveness, and how marketers should use creative tools not to avoid risks, but to take them.