Online video ads are still on the rise, with much of that increase stemming from new ad innovations. Rob Davis the Director of Advanced Video Practice at Ogilvy discusses the difference between invention and innovation in the online video landscape and the importance your target consumer has.
3. Challenges Facing Brand Marketers:
Online Video Landscape
• The marketplace is expansive and undefined
4. Challenges Facing Brand Marketers:
Online Video Landscape
• The marketplace is expansive and undefined
• Confusion over what can be achieved
5. Challenges Facing Brand Marketers:
Online Video Landscape
• The marketplace is expansive and undefined
• Confusion over what can be achieved
• Lack of common vernacular
6. Challenges Facing Brand Marketers:
Online Video Landscape
• The marketplace is expansive and undefined
• Confusion over what can be achieved
• Lack of common vernacular
• Management of social aspects
7. Challenges Facing Brand Marketers:
Online Video Landscape
• The marketplace is expansive and undefined
• Confusion over what can be achieved
• Lack of common vernacular
• Management of social aspects
• Muddled metrics messages
8. Challenges Facing Brand Marketers:
Online Video Landscape
• The marketplace is expansive and undefined
• Confusion over what can be achieved
• Lack of common vernacular
• Management of social aspects
• Muddled metrics messages
• The industry obsession with innovation
12. Innovation’s Double-Edged Sword
• Our society is obsessed with “innovation”
• We confuse innovation with invention
• We wait for invention to arrive
13. Innovation’s Double-Edged Sword
• Our society is obsessed with “innovation”
• We confuse innovation with invention
• We wait for invention to arrive
• Unspoken in the desire to speed innovation
and catch the “next thing” is a lack of faith in
the current age... and a missed opportunity
21. Seeing The Forest AND The Trees
• Opportunities abound, right now
• It’s messy, and that’s not changing soon
• The audience - your consumers - are already
frolicking in the forest
• You are either with them, or you are standing in
the meadow, looking in
22. Address What Impedes Forest/Tree Vision
Team
Awareness
Team
Viral
Team
Engagement
Team
Tomorrow
23. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team
Awareness
Team
Viral
Team
Engagement
Team
Tomorrow
24. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness
Team
Viral
Team
Engagement
Team
Tomorrow
25. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • Waiting for pre-roll mana to descend upon us
Team
Viral
Team
Engagement
Team
Tomorrow
26. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness •• Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team
Viral
Team
Engagement
Team
Tomorrow
27. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
•
Awareness • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • Believes in luck... four leaf clovers, finding heads-up pennies
Viral
Team
Engagement
Team
Tomorrow
28. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness •• Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral
Team
Engagement
Team
Tomorrow
29. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness •• Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral • Waiting for creative mana to descend upon us
Team
Engagement
Team
Tomorrow
30. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral •
•
Waiting for creative mana to descend upon us
Only sees forests with over 10 million trees
Team
Engagement
Team
Tomorrow
31. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral •
•
Waiting for creative mana to descend upon us
Only sees forests with over 10 million trees
Team • Wants to put everything on YouTube... everything...
Engagement
Team
Tomorrow
32. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral •
•
Waiting for creative mana to descend upon us
Only sees forests with over 10 million trees
Team • • Wants to put everything on YouTube... everything...
Sees video only as a way to do something else, like go to Facebook
Engagement
Team
Tomorrow
33. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral •
•
Waiting for creative mana to descend upon us
Only sees forests with over 10 million trees
Team • • Wants to put everything on YouTube... everything...
Sees video only as a way to do something else, like go to Facebook
Engagement • Waiting for Tweet mana to descend upon us
Team
Tomorrow
34. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral •
•
Waiting for creative mana to descend upon us
Only sees forests with over 10 million trees
Team • • Wants to put everything on YouTube... everything...
Sees video only as a way to do something else, like go to Facebook
Engagement • •
Waiting for Tweet mana to descend upon us
Ignores the forest, really Likes each tree
Team
Tomorrow
35. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral •
•
Waiting for creative mana to descend upon us
Only sees forests with over 10 million trees
Team • • Wants to put everything on YouTube... everything...
Sees video only as a way to do something else, like go to Facebook
Engagement • •
Waiting for Tweet mana to descend upon us
Ignores the forest, really Likes each tree
Team • Apologizes for lack of standards, struggles with conviction
Tomorrow
36. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral •
•
Waiting for creative mana to descend upon us
Only sees forests with over 10 million trees
Team • • Wants to put everything on YouTube... everything...
Sees video only as a way to do something else, like go to Facebook
Engagement • •
Waiting for Tweet mana to descend upon us
Ignores the forest, really Likes each tree
Team •• Apologizes for lack of standards, struggles with conviction
Goes to bed confident of what can’t be done today
Tomorrow
37. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral •
•
Waiting for creative mana to descend upon us
Only sees forests with over 10 million trees
Team • • Wants to put everything on YouTube... everything...
Sees video only as a way to do something else, like go to Facebook
Engagement • •
Waiting for Tweet mana to descend upon us
Ignores the forest, really Likes each tree
Team •• Apologizes for lack of standards, struggles with conviction
Goes to bed confident of what can’t be done today
Tomorrow • Waiting for some mana, any mana to descend upon us
38. Address What Impedes Forest/Tree Vision
• Only focuses on in-stream advertising
Team • Can’t give up GRP and lift
Awareness • • Waiting for pre-roll mana to descend upon us
Sees forest online, thinks it looks like every other forest on TV
Team • • Believes in luck... four leaf clovers, finding heads-up pennies
Goes big or goes home... spends lots of time at home
Viral •
•
Waiting for creative mana to descend upon us
Only sees forests with over 10 million trees
Team • • Wants to put everything on YouTube... everything...
Sees video only as a way to do something else, like go to Facebook
Engagement • •
Waiting for Tweet mana to descend upon us
Ignores the forest, really Likes each tree
Team •• Apologizes for lack of standards, struggles with conviction
Goes to bed confident of what can’t be done today
Tomorrow •
•
Waiting for some mana, any mana to descend upon us
Only sees trees, waiting for tech to build forest
41. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
42. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
43. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
44. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
45. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
46. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
47. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
• Increase visibility in search by creating content which explicitly
addresses what the target audience is searching for.
48. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
• Increase visibility in search by creating content which explicitly
addresses what the target audience is searching for.
• Customer Intent ModelingTM
49. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
• Increase visibility in search by creating content which explicitly
addresses what the target audience is searching for.
• Customer Intent ModelingTM
• Disciplined content development (quality, length and message)
50. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
• Increase visibility in search by creating content which explicitly
addresses what the target audience is searching for.
• Customer Intent ModelingTM
• Disciplined content development (quality, length and message)
• Accentuate the unbranded search
51. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
• Increase visibility in search by creating content which explicitly
addresses what the target audience is searching for.
• Customer Intent ModelingTM
• Disciplined content development (quality, length and message)
• Accentuate the unbranded search
• Cause a direct, intended Post Play InteractionTM
52. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
• Increase visibility in search by creating content which explicitly
addresses what the target audience is searching for.
• Customer Intent ModelingTM
• Disciplined content development (quality, length and message)
• Accentuate the unbranded search
• Cause a direct, intended Post Play InteractionTM
• Go to landing page
53. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
• Increase visibility in search by creating content which explicitly
addresses what the target audience is searching for.
• Customer Intent ModelingTM
• Disciplined content development (quality, length and message)
• Accentuate the unbranded search
• Cause a direct, intended Post Play InteractionTM
• Go to landing page
• Watch more video
54. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
• Increase visibility in search by creating content which explicitly
addresses what the target audience is searching for.
• Customer Intent ModelingTM
• Disciplined content development (quality, length and message)
• Accentuate the unbranded search
• Cause a direct, intended Post Play InteractionTM
• Go to landing page
• Watch more video
• Take advantage of an offer
55. Framework Goals
• Reach desired audiences with information relevant to their lives, needs
or pain points.
• In-stream
• Content-oriented (maybe branded entertainment, maybe not)
• Paid and organic search
• Targeted distribution
• Social media
• Increase visibility in search by creating content which explicitly
addresses what the target audience is searching for.
• Customer Intent ModelingTM
• Disciplined content development (quality, length and message)
• Accentuate the unbranded search
• Cause a direct, intended Post Play InteractionTM
• Go to landing page
• Watch more video
• Take advantage of an offer
• Measure against your PPI
59. Gather Your Metrics
• Understand the value you are tying to bring
• Set KPI’s that reflect that value
• Should you worry about completion rates?
• (Hint - usually not)
• Likely sources of data for fully measuring a project:
• Ad Networks, Brand Dotcom, SalesForce, Sharing Sites, Paid
Search Networks, Organic Search, 3rd Party Tools and
Listening.
60. Listen to your viewers actions.
Don’t be afraid to revise.
Innovate, Now