Rethinking video advertising

VIDEO REMAINS THE most impactful medium among advertisers. It's unique ability to combine sight, sound, and motion creates an emotional resonance that static imagery simply cannot replicate. However, the effectiveness of video is not just about the content itself, but where that content lives. To understand the current landscape, one must look at the evolution of video ad formats and the inevitable cycles of media consumption.

- SOMENDU SINGH

The history of advertising is a roadmap of migration. When linear television was the dominant force, all advertising capital flowed toward it because it was the primary source of entertainment. As technology shifted, we saw a massive pivot toward social media and short-form video. Advertisers followed the eyeballs, moving away from the “lean-back” television experience to the “lean-forward” engagement of the smartphone. This constant movement proves a fundamental rule of media: every video format and platform eventually reaches a peak. As audiences become familiar with the experience and the ecosystem grows saturated, advertisers gradually shift toward newer formats that promise stronger engagement.