Interactive video ad formats drive content creativity, says YouTube's Harry Davies.

The article reports that according to Harry Davies, head of solutions of YouTube, interactive video ad formats help drive up content creativity. According to Davies, skippable video ad formats can help advertisers ensure their videos become more sharable. He pointed to a campaign for Euclideon as an example, in which the brand used the skippable ad format In-stream, and subverted it, aligning its message with the skipable nature of the advertisements.