According to YouTube data, campaigns that use intent-based targeting on mobile devices have 20% higher ad recall lift, and 50% higher brand awareness lift compared to campaigns that only use demographic targeting.

From influencer partnerships to the use of emotional storytelling, advertisers have access to countless creative levers to help break through the noise. But the truth is, even the best creative components will only take you so far in this world where consumers are more selective with the allocation of their attention than ever. And according to new research from Ipsos and Nielsen, the attention-worthiness of video ads depends just as much on how the ads are served as what’s in them.

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