One size does not fit all for video, yet the industry ploughs on doing the same thing over and over, says Unruly’s Phil Townend

As the adoption of video matures, Unruly’s Phil Townend hopes the industry starts to recognise that strategies need to be more bespoke, particularly as culture and emotion start to play more of a role in targeting.
Speaking ahead of The Drum Digital Trading Awards, of which Unruly is a partner, APAC chief commercial officer Phil Townend called on the industry to stop repeating activities as there isn’t a one size fits all approach.
The theme of the awards in the Asia Pacific ina