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Digital Learnings #2 - video @scualis
Digital Learnings #2 - video @scualis
VIDEOAgenda
1. How do people consume video today?1. The shift in media technologies2. New consumer habits3. New celebrities
2. Where are videos distributed online?1. Videos in the web ecosystem2. Seeding a video3. Videos pushed with media buying
3. What are the best practices?1. Designing a viral hit 2. Mixing channels3. Monitor analytics and optimize
Digital Learnings #2 - video @scualis
VIDEO1. How do people consume video today?
Digital Learnings #2 - video @scualis
The shift in media technologies
Source: Nielsen Total Audience Report | Q4 2014
Streaming VOD services
Pure digital players
1. How do people consume video today?
Digital Learnings #2 - video @scualis
Average time spent per adult 18+ per day
Source: Nielsen Total Audience Report | Q4 2014
1. How do people consume video today?
Digital Learnings #2 - video @scualis
U.S. teens most popular Celebs
Source: Variety | August 2014
1. How do people consume video today?
Digital Learnings #2 - video @scualis
VIDEO2. Where are videos distributed online?
Digital Learnings #2 - video @scualis
Social Media
3rd party websites
Messaging apps
Video Platforms
Where are videos hosted online?
2. Where are videos distributed online?
Digital Learnings #2 - video @scualis
Social Media
3rd party websites
Messaging apps
Video Platforms
Seeding a video
1. Upload the video on a video platform2. Embed video
3. Promote with paid
4. Video gets shared
2. Where are videos distributed online?
Digital Learnings #2 - video @scualis
Source: https://www.youtube.com/playbook
Real premium content, pushed with media budget, use tent-pole programming
Content that binds a loyal and engaged community together. Involving users on videos
Always on content, without media buying relevant to the brand and native search
HERO
HUB
HELP
• Over 1 billion users on YouTube• Every day people watch hundreds of millions of
hours on YouTube and generate billions of views
Content Framework: HERO, HUB, HELP
VideoPlatforms
Creative Strategy: 9 fundamentals
Optimize1. Shareable
Content2. Conversational3. Interactive4. Consistent5. Targeted
6. Sustainable7. Discoverable8. Accessible9. Collaborate
• Metadata• Thumbnails• Annotations• Playlists• Channel
Experience
2. Where are videos distributed online?
Digital Learnings #2 - video @scualisSource: https://www.thinkwithgoogle.com/platforms/video
Leaderboard Examples
2. Where are videos distributed online?
Digital Learnings #2 - video @scualisSource: https://www.thinkwithgoogle.com/platforms/video
Food Channel Examples
2. Where are videos distributed online?
Digital Learnings #2 - video @scualis
SocialMedia
• Facebook ranked #2 in August 2014 in video views with 108.3 million viewers
• Instagram announced more than 150 million monthly active users in Sept 2013
Source: Comscore
• Community first tag people and pages on your videos
• Aggressively challenging videoplatforms with same features
• More a lifestyle/real life creative approach
• Higher viral potential
• Conversational
• Some formats limitation
2. Where are videos distributed online?
Digital Learnings #2 - video @scualis
• Video Streaming services
• Ephemeral content
VideoStream
• Showcase Company Culture
• Secret announcements
• Build up anticipation for an event
• Release discounted ticket codes
• Estimated 100-200 million monthly active users on Snapchat
• Persicope acquired by Twitter on March 26, 2015
2. Where are videos distributed online?
Digital Learnings #2 - video @scualis
Pushing videos with Media Buying
Common Formats
2. Where are videos distributed online?
Digital Learnings #2 - video @scualis
Pushing videos with Media Buying
Common Formats
2. Where are videos distributed online?
inStream
Digital Learnings #2 - video @scualis
Pushing videos with Media Buying
Rich Media banners - MPUs
Video distribution solutions…with targeting and programmaticcapacities
Age Gender Geography Daypart Platform Context Behavioral
2. Where are videos distributed online?
Common Formats
Digital Learnings #2 - video @scualis
VIDEO3. Best Practices
Digital Learnings #2 - video @scualis
Designing a viral hit
What makes something go viral?
In its simplest terms, virality is achieved when 2 factors combine:1. When the number of shares per person is above 1 (virality coefficient)2. When there is a short amount between someone seeing and sharing
3. Best Practices
Digital Learnings #2 - video @scualis
Designing a viral hitWhy do people share?
Videos with elicit high intensity psychological responses are shared much more than videos which evoke mid-low intensity responses.
A single high-intensity psychological response will drive sharing more than any medium intensity response.
3. Best Practices
Digital Learnings #2 - video @scualis
Designing a viral hit
Remember, 300 hours of video are uploaded every minute.
RULE I: EMOTIONNAL CONTENT IS SHAREABLE CONTENT
3. Best Practices
Digital Learnings #2 - video @scualis
Designing a viral hit
Virality works in clusters. Identify audiences relevant to involve with your content
RULE II: INVITE AUDIENCES ALONG
3. Best Practices
Digital Learnings #2 - video @scualis
Designing a viral hit
Generate momentum early on – creating a snowball effect
RULE III: KEEP THE MOMENTUM GOING
3. Best Practices
Digital Learnings #2 - video @scualis
Mixing channels
Studies benchmarked how real TV schedules across key advertiser verticals perform as money moved to digital
3. Best Practices
Source: Nielsen US 2013
Case study:
TV achieved 82% Reach (488 TVRs),
Online Video added 2.23% Incremental Reach.
Digital Learnings #2 - video @scualis
Mixing Channels
Ways of connecting TVto online:
- CALL TO ACTIONS in TV Spot
- SCHEDULING AND TARGETING
- SHAZAM-LIKE TECHNOLOGY
- SOCIAL MEDIA MONITORING AND TARGETING
3. Best Practices
Digital Learnings #2 - video @scualis
Mixing Channels
3. Best Practices
Make use of various source for creations