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How To Fall (Back) In Love With Video
- 1. Did You Fall Out Of Love With Video in 2017?
- 2. DIGITAL AND VIDEO CONSUMPTION IS BOOMING! £12m £28m £53m £118m £200m £309m £471m £699m £1.093bn 2008 2009 2010 2011 2012 2013 2014 2015 2016 UK Video ad spend
- 9. Anna, if only there was someone out there who loved you.
- 10. The days of giving digital a pass are over. It’s time to grow up. It’s time for action.” Marc Pritchard Chief Brand Officer “
- 11. Video Is Back And Better Than Ever
- 12. How To Fall (Back) In Love With Video
- 14. 100% FRAUD FREE BRAND SAFETY PROTECTION VIEWABLE
- 15. Step 2: DON’T BE AFRAID TO GET PERSONAL
- 19. THE ONE-SIZE-FITS-ALL MODEL IS NO LONGER ENOUGH
- 20. 1-TO-1 VIDEO IS EXPECTED BY CONSUMERS
- 22. MARISSAEdit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me Edit me LIVES IN LONDON IN MARKET 31 YRS OLD HIKING BIKING DESIGNER FEMALE LIKES THE BEACHVEGETARIAN LIKES MOVIES £50 - 75K SINGLE ICE CREAM LOVER
- 23. LIVES IN LONDON IN MARKE T HIKING DESIGNER LIKES MOVIES LIKES THE BEACH ICE CREAM LOVER SINGLE 31 YR OLD SALE S ADVENTURE DESTINATION S DISCOUNTS FOR KIDS DINING DEALS FLIGHT INCENTIVE S GROUP BOOKING SPA INCENTIVES BEACH DESTINATION S CITY DESTINATION S
- 24. CREATE MILLIONS OF VIDEO VARIATIONS
- 25. Step 3: REALLY GET OUT THERE
- 26. THE ULTIMATE GOAL Optimise outcomes across all screens
- 27. TV WORKS BEST WITH DIGITAL TV Print + TV Radio + TV Digital + TV +19% +20% +60% ROI Increase by Platform / Combination Source: Analytic Partners, 2016; Analysis based on over 3,200 campaigns from 2010-2015. Digital includes video and display advertising on desktop and mobile devices. Results are indexed to TV.
- 28. Step 4: DON’T BE AFRAID TO EXPERIMENT
- 32. Measurement is fabulous. Unless you’re busy measuring what’s easy to measure as opposed to what’s important.” Seth Godin “
- 33. DON’T SETTLE FOR PROXY METRICS WHEN YOU CAN MEASURE REAL OUTCOMES IMPRESSIONS COMPLETIONS VIEWABILITY CLICKS GRPS PROXIES REAL OUTCOMES ONLINE SALES OFFLINE SALES FOOT TRAFFIC WEBSITE CONVERSION
- 34. TOY RETAILER CASE STUDY Personalised Video to Drive Online & In-Store Sales for a global retailer The Challenge Drive ROAS through incremental sales and site visitation leveraging video across Desktop and Mobile Campaign Highlights 14X ROAS 19% LIFT 504,595 For every £1 in ad spend In sales vs the unexposed group Incremental site visitors vs an unexposed audience
- 35. 1: SAFETY FIRST 2: DON’T BE AFRAID TO GET PERSONAL 3: REALLY GET OUT THERE 4: DON’T BE AFRAID TO EXPERIMENT 5: NEVER COMPROMISE
- 37. CHANGE YOUR EXPECTATIONS OF WHAT’S POSSIBLE WITH VIDEO OUTCOME-BASED VIDEO MARKETING www.eyeviewdigital.com
Notas do Editor
- Did you fall out of love with video in 2017? TV and Video has held the monopoly over our living rooms for many years. The 1st TV ad was shown back in the 1950’s Why? No other platform offers Sight Sound Motion and Emotion, They also say a picture paints a thousand words, well a video paints a thousand pictures….. - <<by my calculations – that’s a million words conveyed through a typical video.!!!>> So in short, video has been around us for years, and has always been a hugely popular channel for brands and advertisers…
- You’ve been told that video is the best thing ever. Eyeballs have been moving to Video through better smartphones, connectivity, WiFi prevalence and screen capabilities – so these numbers have naturally been growing as you can see. We all know Ad Spend follows the consumers eye balls. You can see for yourselves the growth seen here in the UK in terms of ad spend In 2016 Mark Zuckerberg talked of Video being a megatrend, of the same magnitude as mobile. FB became a Video First Platform. Growth in popularity of platforms like Snapchat, Instagram and Twitter all started to jump on the video bandwagon. Connected and Addressable TV’s are now starting to gain prominence as an alternative to traditional linear TV broadcast. Essentially – the Internet and the huge range of data and specific audience group targeting has meant that Video or *Digital Video* specifically has really taken off… Stats here are UK AD SPEND for VIDEO. 2017 H1 - £699m vs. H1 2016= £480m – 2nd half of year is always higher – meaning we’re looking at £1.5bn as an approx. guess.
- But did you fall out of love with Video recently….?? Once seen as the knight in shining armor as a new and engaging format for advertisers,… (as Hans was to Anna in Frozen,) I am sure many of us in the room today can remember these headlines tarnishing video with issues around Transparency Fraud and of course, Who could forget this headline from The Times in Feb 2017 around brand safety almost 1 year ago today. Nestle – robot not buy candy (Up until 2016 Video was super eifficient + po;ular lovable, but then it was nt what it seemed as our prince charming..)
- But did you fall out of love with Video recently….?? Once seen as the knight in shining armor as a new and engaging format for advertisers,… (as Hans was to Anna in Frozen,) I am sure many of us in the room today can remember these headlines tarnishing video with issues around Transparency Fraud and of course, Who could forget this headline from The Times in Feb 2017 around brand safety almost 1 year ago today. Nestle – robot not buy candy (Up until 2016 Video was super eifficient + po;ular lovable, but then it was nt what it seemed as our prince charming..)
- But did you fall out of love with Video recently….?? Once seen as the knight in shining armor as a new and engaging format for advertisers,… (as Hans was to Anna in Frozen,) I am sure many of us in the room today can remember these headlines tarnishing video with issues around Transparency Fraud and of course, Who could forget this headline from The Times in Feb 2017 around brand safety almost 1 year ago today. Nestle – robot not buy candy (Up until 2016 Video was super eifficient + po;ular lovable, but then it was nt what it seemed as our prince charming..)
- But did you fall out of love with Video recently….?? Once seen as the knight in shining armor as a new and engaging format for advertisers,… (as Hans was to Anna in Frozen,) I am sure many of us in the room today can remember these headlines tarnishing video with issues around Transparency Fraud and of course, Who could forget this headline from The Times in Feb 2017 around brand safety almost 1 year ago today. Nestle – robot not buy candy (Up until 2016 Video was super eifficient + po;ular lovable, but then it was nt what it seemed as our prince charming..)
- But did you fall out of love with Video recently….?? Once seen as the knight in shining armor as a new and engaging format for advertisers,… (as Hans was to Anna in Frozen,) I am sure many of us in the room today can remember these headlines tarnishing video with issues around Transparency Fraud and of course, Who could forget this headline from The Times in Feb 2017 around brand safety almost 1 year ago today. Nestle – robot not buy candy (Up until 2016 Video was super eifficient + po;ular lovable, but then it was nt what it seemed as our prince charming..)
- This is one of my favourite takes of how Marketers have had to come to accept the limitations of their digital ad/video spend. The reality is that this is a sad state of affairs. Which has hit our industry. No brand should have to settle on “Maybe on a site without Porn”
- Fundamentally – you were left deceived and frustrated. Your former knight-in-shining-armor was suddenly frustrating and difficult. Video also started to suffer with fraud, a lack of transparency and some outright bad behavior. As a result you told it to shape up or ship out.
- The biggest leaders in our Industry were done settling for mediocrity and poor video distrubtion. You told video to shape up or ship out.
- Here we are at this Year Ahead event in 2018, and now that the industry has taken this seriously… Now, video is back. Video got it’s act together and it looks better than ever. So now that it’s back, this session will help make sure you get what you want.
- Now we thought 2 weeks away from Valentine’s Day – as a hook. V DAY round the corner – love in the air – we’re focussing this session on how to fall back in love with video going to have some slides around love and relationships – with video (not each other)… Here today I’m going to talk through 5 x actionably steps to make video marketing a much more valuable piece of a brand’s marketing mix.
- Starting at the beginning – think safety first.., I mean basic protection!
- BRAND SAFETY AND FRAUD IS NEVER OUT OF THE NEWS AND THIS SHOULD ALWAYS BE AT THE FOREFRONT and a hygiene factor WHEN PLANNING YOUR VIDEO CAMPAIGN BUT WITH TECHNOLOGICAL ADVANCEMENTS THERE ARE MORE OPPORTUNITIES THAN EVER TO MAKE YOUR VIDEO CAMPAIGNS WORK HARDER FRAUD FREE Block pages with malicious activities pre-bid Prioritize partners that are Certified Against Fraud by the Trustworthy Accountability Group BRAND SAFETY PROTECTION Block all severe negative content categories pre-bid Use keyword-level category and custom content blocking Blacklist unsafe sites and create custom blacklists VIEWABILITY Adhere to the MRC guidelines for video viewability Ensure delivery of verified viewable inventory
- Scrap that I think I can tell by those who look well slept and happy. But seriously, hands up if you don’t have kids. Right take a look at this adapted video ad that I think you will agree shows a holiday that is perfect for you.
- What do you think? Free Childcare, Great kids facilities right?…. Oh no wait you don’t have kids – this is probably a wasted impression then.
- This were just mocked up examples but TUI are already making great inroads in harnessing the power of personalised creative
- Shift from a 1 to many to a 1 to 1 We’ve seen personalisation across Email, Searhc Affiliates Display, Personalisation matters to people People buy your product The only reason we’ve not seen it in Video is due to Cost of Procytion and Challenges with conternt distriubitons
- Here’s how this can be done. Take parts of a brand that are typically advertised
- Look at consumers and their likes and interestes
- And then using those data points to inform the creative. YOU then DON’T HAVE TO CHOOSE between MASS REACH or highly TARGETED CAMPAIGNS – you get the best of both worlds
- Based on these examples – it’s possible that you end up with millions of different video ads based off all these various data points through brands, consumers, 3rd pary data etc. This is why you can fall back in love with Video = this is what’s possible – you can have 1-to-1 video marketing without compromising the broad cast approach Recent studies have shown that dynamic video versioning increases outcomes based performance by X% By ingesting inflight creative performance data real optimisation can enable Marketers to focus on what works Mass Reach is great for your Brand – but why not be relevant too?
- TV IS NOT OPEN WEB, OPEN WEB IS NOT FACEBOOK Again = why you can fall back in love with video – this is not just limited to digital / online – this is all screens – it’s facebook – its social and addressable – you can really get it out there. No Screen left unturned. We’ve all talked about the right ads being shown to the right person and the right time, but what about on the right screen – when I’m home at 8pm I’m leaning back watching my TV – so I’d love an ad to be personalised to my interests there – I’ve come to expect what I see in Digital everywhere…. VIDEO ACROSS ANY PLATFORM IS STILL A GREAT MEDIUM TO DRIVE ENGAGEMENT ON A MASS SCALE BUT THAT DOES NOT MEAN YOU HAVE TO SACRIFICE ACCOUNTABILITY AND RELEVANCE And the goal is to optimize these sales outcomes across all screens. Eyeview has access to significant scale across screens and leverages them to drive client objectives.
- Moreover, We know that TV and digital work better together. Bringing fast real time data insights from digital into addressable…
- It’s such an exciting time to be in this space, There are so many new and innovative trends… and things for marketers to test and explore, personalised video is one of them,, but you have 360 degree filming, AR, VR, InGaming, Smart enabled Cars, and the IoT to evaluate getting your brand out there across formats – utilising of leveraging video at the core. we’ve seen the success Burbery magic mirror, This is all about the consumer experience, snapchat filters have been ahuge pheonimina amoung the millennials who love to video themselves with a cat face and send to their friends… Some of these and shiny new objects that will play 0utm while some are more fun – Key point here is don’t be afraid to experiment.
- Truth is – it can be very easy to focus on “proxy metrics” or softer KPIs as I call them You should be demanding from your partners and not compromising on getting real business outcomes /which translate to sales and revenue for the business. “Showing tat your product is moving!” Recent studies have shown that dynamic video versioning increases outcomes based performance by X% By ingesting inflight creative performance data real optimisation can enable Marketers to focus on what works Mass Reach is great for your Brand – but why not be relevant too?
- Another of my favourite marketoonists, this time representing HOW and more importantly WHAT marketers are measuring. Do they ever stop to think about WHY?
- As seth godin says What might be easier to measure are things like Clicks GRPS Completes Viewability Imps Don’t settle
- Measure Video Success On Outcomes Over Eyeballs
- Mass Reach is great for your Brand – but why not be relevant too? Recent studies have shown that dynamic video versioning increases outcomes based performance by X%