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Talking Points
Using Video to IncreaseAudience, Engagement,
and Sales
Winning the Moments that Matter
TV and Digital Together
The way we consume content is changing
Source: BARB, 2013, average viewing time per day in the UK. eMarketer, March 2014
3 hours 41 mins
3 hours 52 mins
Source: Internet Trends 2014 – Code Conference, Mary Meeker, May 28 2014.
% of T
otal M
edia Con
sumption Time or
Adv
ertis
ing Sp
ending
Opportunity for brands
Consumers are ahead of brands
start shopping on one device and continue
on another
67%
The path-‐to-‐purchase is complex
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
Talking Points
Winning the Moments that Matter
TV and Digital TogetherUsing Video to IncreaseAudience, Engagement,
and Sales
Digital Brand Ecosystem
ONLINE STORE
PARTNER CONTENT
UGC
PPC
PR
TV
RADIO
OOH PRINT
SPONS
DISPLAY
PAID SOCIAL
AFFILIATES
MOBILE
SEO
EVENTS SPONS BRAND PSHIPS
DESKTOP SITE
MOBILE SITE
FB INSTA
YT TW
DM
MAG
G+
MOBILE APP
LIVE CHAT
CALL
ONLINE FORM
SOCIAL HELPDESK
PRIVATE MESSAGE
PIN
Is advertising content satisfying consumers?
62% found ads on VOD services annoying and
65% would block them
Consumers don’t mind watching adverts to get free content
Source: Nielson – 2015 Q3 Survey – 30,000 online consumers in 61 countires
66% most adverts on VOD
were not relevant to them
Format Favorability
Source: Millward Brown / Ad Reaction report 2016 Q: How would you characterize your attitude towards the following formats of online video advertising?
Negative Positive
Video Experience Framework
SHORT FORM / SOUND OFF
LONG FORM / SOUND ON
CONTENT CONSUMPTION
PULL PUSH
ADVER
T DEL
IVER
Y
ORIGINAL CONTENT PRE-‐ROLL
FEED I WANT TO KNOW
WEBSITE VIDEOS
ONLINE CELEBRITY VIDEOS
MINI SERIES
TUTORIAL
USER REVIEWS
EXPERT REVIEWS
BROADCASTER VOD
NETWORK VOD
TRUE VIEW
YOUTUBE PREFFERED INFLUENCERS ENG
AGEM
ENTR
EAC
H
Org
anic
Upl
ift
Web Ads
Content For Web
Talking Points
TV and Digital TogetherUsing Video to IncreaseAudience, Engagement,
and Sales
Winning the Moments that Matter
Media Partner Data Facebook Category & Interest Targeting is based on data collected from your profile, including such attributes as:
Demographics
Location
Interests and Connections
Google Category & Interest Targeting is based on data collected from Logged in users and cookies
Demographics
Location
Interests and Connections
Find people you already know
Current customers
Promote your products or services across platform
Data you own
Man 30–34 Woman 18–24
People who visited your website or
mobile app
Find people who are similar to the people you know
He’s in the market for a car insurance
She recently purchased
And these people are just like him
And these people are just like her
Fans of your Page
Data you own
Your Custom Audience
Matched targets
Email addresses Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know Direct or through third-party
People from your website People from your mobile app
Lookalikes
People you know
Custom Audiences Reach your specific customers or prospects at scale
2/4/14
Talking Points
Winning the Moments that Matter
Using Video to IncreaseAudience, Engagement,
and Sales
TV and Digital Together
AV Stack
WORK IN PROGRESS
Screen Planner gives a full routing through all relevant CCS planner screens plus a new TV + Online Video mix analysis
CCS PLANNER
Optimize cross-‐screen investment using single source panel data
INTEGRATED REACH CURVE
GMP data to calibrate CCS reach curves
Nearly half (46%) of all video plays in Q4 2015 were on tablets and smartphones.
Source: OOYALA GLOBAL VIDEO INDEX Q4 2015
Key Takeaways
Make content that’s contextually relevant for
your audience
Understand the role of each channel, platform, and “moment” in your
ecosystem
Understand the value of your content, format, and platforms and how you’ll
measure them
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