Every issue we sit with two people who work in commercial video full time — heads of video, commissioning directors, occasionally practising directors. We record for an hour minimum, publish the transcripts lightly edited, and do not compose composite answers from multiple conversations.
The head of video at a UK financial-services company runs her programme on a metric almost none of her peers report. Why she cares less about first-watch and more about the retention curve past the commercial ask.
A UK-based commercial director whose work runs on YouTube, CTV, and cinema explains why she has declined every vertical-video commission since 2022.