The quantity of digital and offline media available users today is growing at an exponential rate. Audiences are bombarded with massive amounts of information, such that it is impossible for a user to acknowledge everything they are exposed to. How should we overcome this attention challenge? We can begin with understanding that the medium of communication is critically important. If we are trying to convince users to give us their attention, shouldn’t we use an ad format they prefer? A large quantity of recent research points to a preference for video when it comes to content consumption. Let’s discuss the top three reasons why.