How Opt-In Ads Catch Consumer Attention and Drive Home Brand Intention

The marketing channel that's often overlooked

The overlap of attention and intention is where video ads should aim to land. Getty Images

In an industry plagued by issues of viewability, banner blindness, ad blocking and fraud, brands are up against a tough challenge on how to generate the results they need from their marketing spend. Despite advertising budgets increasingly shifting to mobile, it’s a world that is complex and filled with stereotypes and misconceptions, which prevents many brand marketers from seeing where the real advertising value lies.

Amit Halperin is the vp of brand solutions at ironSource.