Highlights from 2019’s AdForum Worldwide Summit
Video content taking over from other platforms as an authentic means of communication
The annual AdForum Worldwide Summit took place earlier this year in Los Angeles. Independent Agency Search CEO Johanna McDowell attended the forum and again returned with interesting learnings and insights gleaned from agencies represented there. Most teens and young adults see creating video content for YouTube as the job they would most like to do, says McDowell, adding that this insight was backed up in a session with Collab, a content creation company that predominantly services YouTube creators. About half YouTube creators earn sufficient income not to have to take on another job. Some make millions a year by virtue of the number of their followers and high levels of integrity relating to brand alignment. This is something McDowell predicted would become a trend 2½ years ago, when she last visited Los Angeles. According to Collab, the combination of strategy and digital video is powerful and the videos developed by creators offer an authentic view of their lives. A session wit...
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