How digital technics help us manage the risk lying with big production/media budget or out-of-the-box stories. Knowing in real time if your video content is getting the traction envisioned is a BIG advantage compared to pushing content out there and crossing your fingers for results.

1. Morning
Sessions*
VIDEO IN DIGITAL ADVERTISING

2. INTERACTIVE VIDEO
ENGAGEMENT...
Adways
:
h*p://adways.com/en/adways-­‐studio/
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Adventr:
h*p://www.adventr.tv/spiderman

3. INTERACTIVE VIDEO
CONVERSION...
Welcome to Portland
Sport Chek
http://www.pinterest.com/francisranger/i-n-t-e-r-a-c-t-i-v-e-l-e-e/
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4. viral VIDEOS
‘MAKE IT VIRAL’
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5. viral VIDEOS
SHIP MY PANTS
Creation/
planning
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Launch

6. viral VIDEOS
TARGET AND PLANNING
Know your audience before creating content
- what are they watching?
- what are they searching?
- not sure? use versioning to create different message for different audiences
Plan the reporting and iterations ahead of time:
- adjust the video in post prod?
- shoot extra materials in the first place?
- re-edit most appealing segments
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7. viral VIDEOS
INCREMENTAL ROLL OUT
e power of Nimble media to track what’s working:
- audience size
- most popular content type and sub topics
- social media reactions
- viewer sentiment
- traffic sources
and properly expand online reach and targeting.
+ Sequential Advertising to tell different part of a story based on Devices.
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8. viral VIDEOS
DISTRIBUTE
Share the passion and seed carefully
- Social outreach and sharing
- Seeding can be seedy.. CTR < 0,001%
- YouTube Ads done right are worth it CTR > 3%
- Search is currently the most efficient in terms of ROI
- Distribution lists : HTML5 <video> tag
...
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9. viral VIDEOS
ENGINEER IT.
9 out of 10 viral videos in 2012 were
professionally created
- Mashable
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http://viralspiral.unrulymedia.com/viralspiral2013/index.html

10. INTERACTIVE VIDEOS - MYTH
SHIP MY PANTS
Ship My Pants,” it knew it was taking a risk. “Kmart is known as a family brand … and this is not a family commercial,”
Adriana Llames Kogelis, vice-president of Sears Holdings Digital Marketing Division told a branding conference in
June.
But it was a calculated risk. Instead of starting with a mass audience, Kmart targeted a core audience through digital
first. In the initial 24 hours of the campaign, online sentiment reports were being filed up to the CEO-level every two
hours. By closely monitoring the social media reaction the brand progressively amplified the engagement, seeding it
in social media and using targeted ad buys including TrueView, YouTube ads that people choose to watch, to reach a
defined, relevant audience. The brand expanded its online targeting from late-night show fans to more traditional
Kmart fans. Within weeks, the spot spawned a sequel and, armed with the knowledge they had a hit, expanded from
online-only to also include TV.
Now closing in on 20 million YouTube views, “Ship My Pants” is only one in a series of recent successes that highlight
the importance of media planning in engagement, and the power of nimble media, ads that people choose and what
happens when brands give themselves the time and ability to react to consumer response
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