Observed Signal · Sep 7, 2026 · Interview · Source: Adzine · Impact: 3/5 · Sentiment: Positive
Video Advertising Effectiveness Goes Beyond Viewability and VTR
In an interview with ADZINE, Olaf-Norman Brandt, likely a representative of a company within the Score Media Group, discusses the evolving effectiveness of video advertising. He argues that traditional metrics like viewability and view-through rate (VTR) are insufficient and should be supplemented with attention metrics and interaction signals. Brandt highlights the importance of editorial context for high engagement and explains how interactive video formats, based on the IAB's SIMID standard, enable granular measurement of user engagement. He cites a campaign for Velux using a slider to demonstrate product features and mentions retail media scenarios where users can customize product combinations. Brandt notes the potential of combining video with retail media and CTV to bring ads closer to purchase decisions, while cautioning against simply repurposing TV spots for all screens. He also touches on the role of AI in campaign optimization and workflow efficiencies, emphasizing the need for context-appropriate creativity.
The article provides insights into evolving video advertising effectiveness metrics, emphasizing attention and interactive formats, which is relevant for AdTech professionals.
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Key Takeaways & Evidence Grounding
- Video advertising effectiveness is discussed beyond viewability and VTR.
- Interactive video formats based on SIMID enable granular engagement measurement.
- A Velux campaign used an interactive slider to demonstrate window effects.
- Retail media and CTV integration is seen as making video more performance-oriented.
- AI is used for campaign optimization and workflows, but human approval remains.
Connected Companies & Entities
1 Entity mapped“Brandt mentions being part of the Score Media Group.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Trust in Media Brand Boosts Ad Effectiveness More Than News Context
A new study by German media group Score Media, titled 'Faktor Vertrauen – Werbewirkung in Nachrichtenumfeldern regionaler News Brands', reveals that trust in the media brand is the primary driver of advertising effectiveness, far outweighing the impact of the surrounding news context. Based on a survey of 3,856 internet users in June, the study found that media brand trust explains 24% of variance in brand image and 23% in ad effectiveness, while the news context contributes only 0.2%. Negative news did not negatively affect brand perception. High trust levels boosted ad recall and recognition by up to 11 percentage points and significantly increased purchase intent and information interest. The study suggests that advertisers should not avoid news environments based solely on negative content, but rather prioritize trusted media brands, especially regional news outlets which enjoy high trust among readers.
Was Werbewirkung wirklich beeinflusst: Nicht der Nachrichtenkontext, sondern das Vertrauen zählt
Die neue Score Media-Studie „Faktor Vertrauen“ untersucht das Zusammenspiel von Nachrichteninhalten, Medienvertrauen und Werbewirkung in den Umfeldern regionaler News Brands.
Christopher Kaiser wird CEO der Score Media Group
Der Medien- und Digitalmanager bringt langjährige Vermarktungserfahrung und umfassende Expertise in der digitalen Transformation mit.
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