Video is kind of big deal
•Transferir como PPTX, PDF•
1 gostou•242 visualizações
The document discusses the evolution and power of video over time. It explores how video has changed from early kinetographs to today's personalized and dynamic online video. Key metrics for popular platforms like YouTube, Facebook, and Instagram are reviewed. Various types of video storytelling techniques are described, including comedies, tragedies, and the quest narrative. Charts show the relationship between emotions, sharing, and decision making with video.
Recomendados
Mais conteúdo relacionado
Destaque
Destaque (17)
Semelhante a Video is kind of big deal
Semelhante a Video is kind of big deal (14)
Mais de Joe Edwards
Mais de Joe Edwards (20)
Último
Último (20)
Video is kind of big deal
- 1. © 2015 Sage Software, Inc. All rights reserved brandjoe Video is kind of a big deal
- 2. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 2
- 3. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 3 versus
- 4. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 4 1897Kinetograph 2015 201949% Narrowcast Dynamic TV Expanded Interface (motion control) 90% Nielson Personalized TV Expanded Functions
- 5. © 2015 Sage Software, Inc. All rights reserved Data From a Century of Cinema Reveals How Movies Have Evolved 9/30/2016 5
- 6. © 2015 Sage Software, Inc. All rights reserved
- 7. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 7
- 8. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 8 Video is an amazing platform for storytelling
- 9. © 2015 Sage Software, Inc. All rights reserved THE DRAMATIC ARC Exposition Climax Denouement Introduces important background The climax is the turning point, which changes the protagonist’s fate Unravelling or untying of the complexities of a plot
- 10. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 10 Overcoming the Monster Rags to Riches The Quest Voyage and Return Comedy Tragedy Rebirth Think when Apple first started and went up against IBM in that iconic 1984 video The Jonny walker story told in an incredible 6min ad (filmed in one take) Sales force how to become a customer company AtTask a story of a marketer working in chaos who returns using the right software Baby click, Adobe deliver comedy and a power message Charities do this very well. Particularly well in this adopt a dog campaign A reflection on where you where going wrong and how you moved on
- 11. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 11
- 12. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 12 Emotions drive sharing --- Sharing drives a deeper understanding and action --- Actions drive preference --- Preference drives decisions
- 13. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 13
- 14. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 14
- 15. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 15
- 16. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 16
- 17. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 17
- 18. © 2015 Sage Software, Inc. All rights reserved Not all video metrics are is equal 9/30/2016 18 What counts as a view Auto Play Auto Loop Default Audio State Maximum length YouTube 30 secs Yes No On 15mins (if verified 11 hours) Facebook 3 secs Yes No Mute 40 mins Instagram 3 secs Yes Yes Mute 15 secs Twitter On click No No On 30 secs Vine Full loop Yes Yes On 6 secs Snapchat On tap No No On 10 sec clips (or multiple clips as a story) Tumblr 3 secs Yes Yes Mute 5 min daily limit (no limit for advertiser)
- 19. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 19
- 20. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 20 3,012 shares • 899 Favourites • 531 Subscribers Paid media drove 3,000,000 views in the US Which led to 100,000 organic views in EMEA
- 21. © 2015 Sage Software, Inc. All rights reserved 9/30/2016 21
- 22. © 2015 Sage Software, Inc. All rights reserved brandjoe Video is kind of a big deal?
- 23. © 2015 Sage Software, Inc. All rights reserved brandjoe Who typed a question mark on the Teleprompter?
Notas do Editor
- Video experiment Why video is a big deal (as if we did not know about it) Some interesting trends seen over the past few years How to approach video Some case studies And an over whelming conclusion at the end that you should be doing video, by now and probably more and more
- Todays video experiment
- Alfred hitchcock quote The first ever moving picture Decline of Cinema Use on netflix http://www.slideshare.net/Z_punkt/tv-2020-the-future-of-television The picture's over. Now I have to go and put it on film. http://www.huffingtonpost.co.uk/2014/11/05/hologram-real-laser-display_n_6106606.html B2B content preferences survey June 2014 58% used video during the past 12 months to research B2B purchasing decisions
- The average shot length of English language films has declined from about 12 seconds in 1930 to about 2.5 seconds today, Cutting said. At the Academy event he showed a scatter plot with data from the British film scholar Barry Salt, who’s calculated the average shot duration in more than 15,000 movies made between 1910 and 2010. That’s a lot of shots. In a 2010 study, Cutting found an average of 1,132 shots per film in a smaller sample of 150 movies made between 1935 and 2010; the King Kong remake, incidentally, had the most: A whopping 3,099 shots packed into 187 minutes. The graph below shows what Cutting calls the “triangle of tolerability,” a sweet spot (shown in grey) where the shot duration and amount of motion are well suited to keep viewers’ attention. The black dots in the lower right corner represent the average shot length and motion index for entire films. The white and gray dots to the left represent sequences, and fragments of sequences from within movies. The point is that when film makers use lots of motion, they usually only keep it up for short periods of time. Blair Witch
- Branded video content – lego (ninjago) In its 7th season 2012 in particular featured Ninjago Ninjago has been around now for SIX years! 3D animated film Ninjago for September 23, 2016 3.34 million total viewers, ranking No. 21 on cable and No. 1 on Cartoon Network Lego said sales grew by a double-digit percentage rate in all its regions, including the U.S., faster than the toy industry’s expansion.
- According to psychologists Christopher Chabris and Daniel Simons (authors of The Invisible Gorilla), stories are persuasive and more trustworthy than statistics because individual examples lodge in our minds, but statistics and averages do not. Our ancestors lacked access to huge data sets and experimental methods. By necessity, we learned from specific examples, not by compiling data from many people across a wide range of situations. The summary of the research on storytelling points to two big conclusions: Stories work because our brains are primed to heed their advice. Stories are persuasive because they are able to slip in under our radar and “transport” us to the tale being told. We personify abstract shapes, we seek ourselves in objects around us, we make ourselves the main character of every story we hear. Stories help us to change behaviours
- Stories have to have a particular structure 150 years ago a German theorist called Gustavo Freytag called this the Dramatic arc
- Christopher Booker finished writing a book that he had been working on for 34 years. It was a quest to study all the great stories ever told, and to see what they had in common so that he could categorise them into basic plot types. Robert Carlyse Overcoming the Monster Rags to Riches The Quest Voyage and Return Comedy Tragedy Rebirth http://designthroughstorytelling.net/periodic/
- CTR 6,8% Traffic to .com conversion CTR Average 1.4% across owned and earned
- 225 video assets collected with 75 businesses at a cost of £120/asset. Video and image assets will be used on: Instagram, Sage websites, Solutions campaigns, Summit website; other uses being evaluated • Additional 42 still photographs collected from businesses for Instagram – shot by in-house photographer
- In short, the Average Duration of Video Viewed was defined in its documentation as “total time spent watching a video divided by the total number of people who have played the video” while in reality, the metric actually recorded “the total time spent watching a video divided by *only* the number of people who have viewed a video for three or more seconds.”
- No such thing as viral Paid media was used to start organic views Paid media drove 30X that of the organic views