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Innovate, NowIdeas to End the Waiting GameRobert John DavisDirector, Advanced Video PracticeOgilvy@robertjohndavis

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Challenges Facing Brand Marketers: Online Video Landscape

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Challenges Facing Brand Marketers: Online Video Landscape• The marketplace is expansive and undefined

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Challenges Facing Brand Marketers: Online Video Landscape• The marketplace is expansive and undefined• Confusion over what can be achieved

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Challenges Facing Brand Marketers: Online Video Landscape• The marketplace is expansive and undefined• Confusion over what can be achieved• Lack of common vernacular

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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

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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

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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

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Innovation’s Double-Edged Sword

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Innovation’s Double-Edged Sword• Our society is obsessed with “innovation”

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Innovation’s Double-Edged Sword• Our society is obsessed with “innovation”• We confuse innovation with invention

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Innovation’s Double-Edged Sword• Our society is obsessed with “innovation”• We confuse innovation with invention• We wait for invention to arrive

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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

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Inventions

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Innovation

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Invention

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Innovation

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Invention

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Innovation

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Marketing Innovation

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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

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Address What Impedes Forest/Tree Vision Team Awareness Team Viral TeamEngagement Team Tomorrow

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Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team Awareness Team Viral TeamEngagement Team Tomorrow

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Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness Team Viral TeamEngagement Team Tomorrow

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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 TeamEngagement Team Tomorrow

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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 TeamEngagement Team Tomorrow

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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 TeamEngagement Team Tomorrow

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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 TeamEngagement Team Tomorrow

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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 TeamEngagement Team Tomorrow

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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 TeamEngagement Team Tomorrow

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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

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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 FacebookEngagement Team Tomorrow

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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 FacebookEngagement • Waiting for Tweet mana to descend upon us Team Tomorrow

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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 FacebookEngagement • • Waiting for Tweet mana to descend upon us Ignores the forest, really Likes each tree Team Tomorrow

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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 FacebookEngagement • • 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

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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 FacebookEngagement • • 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

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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 FacebookEngagement • • 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

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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 FacebookEngagement • • 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

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Solution?Develop comprehensive goals.Innovate, Now

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Framework Goals

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points.

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not)

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor 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 explicitlyaddresses what the target audience is searching for.

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor 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 explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor 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 explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM • Disciplined content development (quality, length and message)

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor 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 explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM • Disciplined content development (quality, length and message) • Accentuate the unbranded search

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor 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 explicitlyaddresses 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

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor 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 explicitlyaddresses 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

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor 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 explicitlyaddresses 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

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor 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 explicitlyaddresses 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

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Framework Goals• Reach desired audiences with information relevant to their lives, needsor 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 explicitlyaddresses 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

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Activate available pathways.Innovate, Now

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O/E/P FOR VIDEO OWNED Brand Dotcom Landing Pages YouTube Channel Video Sharing Channels Facebook Page Twitter FeedSharingVSEOBlogs EARNEDInfluencersYouTube EmbedsReviews VSEM In Stream PAID Display Ads Content Partnerships YouTube Promotion Blog Networks

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Measure with multiple tools.Innovate, Now

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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.

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Listen to your viewers actions. Don’t be afraid to revise.Innovate, Now