Let Data & Insights Lead Your Creativity for Video Ideas ... · Brand bumper Data / statistics....

Data vs Creative:Let Data & Insights Lead Your Creativity for Video Ideas

Introduction

About Me

Senior Online Advertiser at Mindvalley

About

We are an education technology company that publishes world-class personal growth courses.

About

About

On average, we spend around RM5 million on paid advertising each month.

About

Out of which, RM2.5 million was spent on video ads in June 2018.

About

...and it's growing at least 30 to 50% month-on-month.

About

As a ROI-driven marketer, I always start small, and I will not spend money on things that do not bring returns.

About

So how did Mindvalley scale video advertising to RM2.5 million?

Sourcing Video Ideas Based on Your Objective

Facebook Info & Ads

Facebook Info & Ads

Lead Character TVCStories Ad with

Simple Text Animations

GIF with Rotating Backgrounds

Search Volume

YouTube Content Videos

YouTube Content Videos

Google Trends

InfluencersGive freedom to influencers, so they do what they do best - producing creatives that resonate with their audience.

InfluencersIf their creative performs,

1. remarket their video viewers.

2. License the creative for your own use.

What Works for Mindvalley?

● Trailers

● Content Videos

● Founder's Invitation

Trailers

Trailers

Paradigm Shifting Statement (eg "if

knowledge is power, learning is your superpower."

Benefits / Results in Advance Social Proof

Call-to-Action

Content Videos

Content Videos

Paradigm Shift Personal Story Key Takeaways

Call-to-Action

Founder's Invitation

What Else We Tested?

The ONE Takeaway

Create and test ANY video ideas that you have.

Collect Data

You Need a Clear Goal

At Mindvalley, our goal with any ad campaign is to lower CPL and increase ROAS.

What's yours?

CPL ROAS / ROI

Brand Recall

Video Views

Website Visits

Other Actions

Promote Every Single Video Variation You Put Online

Run Videos Across Every Targeting Option Provided by Platforms

● Keyword / Contextual

● Topics

● Affinity

● Interests

● Custom Affinity

● Custom Intent

● Demographics

● Acquisition vs

Monetization Campaigns

Key Video Metrics

For performance marketers, it really comes down to two primary metrics:

● Cost per acquisition● Return on ad spend

(unless the above are not doing well…)

Key Video Metrics

It's also worth digging deeper...

Key Video Metrics

… to guide your creative team on video creation.

The Question to Ask

"At what point did our audience lose interest?"

Video Engagement Metrics

Audience Retention: YouTube

Audience Retention: Facebook

Keep Testing Video Elements

Produce Modular Videos

Paradigm Shift Benefits Social Proof Call-to-Action

Trailers

Content Videos

Paradigm Shift Personal Story Key Takeaways Call-to-Action

Produce Modular Videos

Paradigm Shift Key Takeaways Call-to-Action

Short Content Video + Trailer Hybrid?

Paradigm Shift Call-to-Action

6s Unskippable Trailer?

Other Possible "Modules"

● Testimonials

● Shock element

● Pattern interrupt

elements

● Explainer / Demo

● B-rolls

● Brand bumper

● Data / statistics

Elements to Test

● Storyboard / Messaging

● First 3 seconds

● Mood

● Video length

● Video dimensions

● Platform "nativity"

● Bumpers

● Transitions

● Voiceovers

● Background music mood and

tempo

● Text treatments

● Call-to-action

● Thumbnails

PRIMARY SECONDARY

The ONE Takeaway

Don't ask "What is the industry benchmark?"

Set your own benchmark, and try to beat it.

Q&A

Catch Me Online

WAYNE LIEW