Live video, Virtual Reality, Artificial Intelligence - key gamechangers in digital advertising in 2017

"Video consumption will continue to increase as cheaper mobile internet connections become available and the connected user base grows. As a result, mobile-and-social-friendly video formats such as short videos, vertical videos, and live videos will become more common. We will see several of these platforms invest heavily in original content in order to try and entice new users. Pricing will be competitive, choices aplenty - all good things for consumers. Long-form programming will become the cornerstone of this battle. Ad spends on video creators and video platforms will increase significantly as brands try to find the most effective means to reach their target audience. Success will no longer be measured predominantly by video views - engagement will become the new TRP," opined Ashwin Suresh, Co-founder of Pocket Aces.