How are agencies adapting to stricter video viewability standards, and getting viewers to spend a bit more time watching their ads. For New York-based agency Protagonist, one “trick” is to get right
into the brand story, according to cofounder Jordan Rednor. “We have changed our creative thinking to make sure we adapt [to viewability issues],” Rednor told attendees of the OMMA RTB conference, on
Thursday. Agencies like Protagonist are also looking to direct marketers and TV networks, which are facing similar challenges, Rednor said.