Dahv argues that performance marketers who ignore digital video will see their ad dollars stretched thinner as competition grows. Moving a B2B company from text ads to product-story video raised engagement and let the team's narrative connect personally with viewers.
Todd argues that LinkedIn and Amazon are changing B2B advertising through CTV targeting of professionals. Aggregate marketing mix models will leave advertisers behind, so Todd favors granular measurement across campaigns, audiences, creatives, publishers, formats, geographies and placements.