State of Video 2017 - Danske Medier:danskemedier.dk/.../twentythree-state-of-video-2017.pdfincrease in engagement time when a video is live 3x Source: Facebook of the watch time happens

twentythree.net

TwentyThree™ – The Video Marketing Automation 09:00 AM

#marketing #automation #videoCopenhagen, Denmark

TwentyThree™State of Video 2017

1

June 2017

twentythree.net


#marketing #automation #videoCopenhagen, Denmark2

MarketingMarketing funnel

ConversionLead generation

Results-orientedData-driven business

VideoCommunicationStorytellingEngagementHumanRelational

VideoMarketing

twentythree.net

TwentyThree™ – The Video Marketing Platform

#contentmarketing #video #marketingAtlanta3

z

TwentyThree™The Video Marketing Platform

twentythree.net



AudienceViewer based tracking and profile building with engagement score.

twentythree.net



CollectorsCollect permissions and information elegantly

twentythree.net



ConnectAll new connect

TwentyThree™ – The Video Marketing Platform

#videomarketing #future #partnersCopenhagen

09:15

twentythree.net7

“At HubSpot we've seen dramatic results when our customers combine video and marketing automation.

We're excited that TwentyThree are pioneering video marketing automation as a category. We believe that TwentyThree will create impressive results for our customers going forward.”

- Brad Coffey, Chief Strategy Officer, HubSpot

Content Marketing Week TwentyThree™ – The Video Marketing Platform 09:00

#contentmarketing #video #marketing twentythree.netCleveland, OH8

2017



Marketing teams

300Number of videos

1.5M

The basicsThese numbers are based off of videos run on the TwentyThree platform.

We’ve stripped outliers from the sample set, for example customers with auto-generated video. Together we selected a sample set of exactly 300 marketing teams.

Number of plays

650MNumber of impressions

1.7B



1.Reach

~ why mobile and social is important and gaining

complexity

2.Engagement

~ where audience building is important

3.Conversion

~ where the ball is moving,focusing on video ROI.

Agenda

twentythree.net

MailChimp TwentyThree™ – The Video Marketing Platform 02:00 PM

#contentmarketing #video #marketingAtlanta, GA

001Reach

11



~ How many times faster the human brain processes video than text.

60,000x

Source: Liraz Margalit Ph.D., "Video vs Text: The Brain Perspective," Psychology Today blog, May 1, 2015


#contentmarketing #video #marketing twentythree.netCleveland, OH

Steady state

13



Mobile vs Desktop

Q3 2015

Mobile

34%

iOS

74%

Android

25%

Other

1%

Mobile

36%

iOS

66%

Android

32%

Other

1%

Q3 2016

Mobile

37%

iOS

65%

Android

34%

Other

1%

Q2 2017



Channels

15



Do Impressions Convert To Plays?

Facebook

18%

Owned

36%

Twitter

9%

On owned media visitors are twice times as likely to play your video content.



How much of my video do people watch?

Youtube

~ 00:58 mins

Owned

~ 3:56 mins

Facebook

~ 0:20 mins

Even when a video is played, the experience context matters. Owned media is up to 12x better at driving engagement.

23% 14% 66%

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002Engagement

18



Engagement by length

19



0

25

50

75

100

0-1 2 3 4 5 10 15 20 25 30 35 40 45+

Average Play Percentage~ by video duration



“Viewers drop off at a staggering rate after the first minute.

Well then - every video should just be 90 seconds long”



51% 30% 12% 5% 3%

0-2 mins 2-5 mins 5-15 mins 15-45 45+

57%

0-2 mins

29%

2-5 mins

9%

5-15 mins

3%

15+ 45+

What videos are being produced?

What videos are being played?



0

10

20

30

40

0-2 mins 2-5 mins 5-15 minutes 15-45 minutes 45+minutes

How much time do people spend watching a video?



51% 30% 12% 5% 3%

0-2 mins 2-5 mins 5-15 mins 15-45 45+

11%

0-2 mins

21%

2-5 mins

18%

5-15 mins

20%

15-45 mins

30%

45+ mins

What videos are being produced?

What videos are driving engagement?



80% of videos produced, account for less than a third of video engagement…



Engagement for live

26



increase in engagement time when a video is live

3x

Source: Facebook

of the watch time happens after the event

67%

twentythree.net



004Conversion

28

twentythree.net



MarketingMarketing funnel

ConversionLead generation

Results-orientedData-driven business

VideoCommunicationStorytellingEngagementHumanRelational

VideoMarketing



Video drive more permissions+

Video drives up the value of permissions

twentythree.net

Customer stories 16:00TwentyThree

#videomarketing #future #growthTwentyThree HQ

Increase in community through video

We have already identified over 7000 new users on Volley TV. With a membership base of 15.000, we are both impressed and proud of this achievement. During the

on-boarding process, TwentyThree has shown great know-how, and and understanding of the tasks we hade in Volleyball Denmark

Casper Ahlehoff HansenMedia Consultant, Volleyball Denmark

Volley TV is driven by the mission to expand volleyball in Denmark and use the video marketing platform to engage and expands their community

1h 46m 42s

Avg. Engage pr identified user

48%

Volleyball Denmark livestream all matches from the Danish league and has created a tv-channel for their community and new contacts to engage with both live and on-demand content. Video is a major part of Volleyball Denmark’s community building and engagement



More permissions

32



Source: Crazy Egg / Kissmetrics

the market benchmark for optimal conversion

rates on popups

4%



CollectorsCollect permissions and information elegantly



Before video

59%

During video

22%

After video

2%

In-player conversion rates



Before live

79%

Live stream conversion rates



More valuable permissions

37

twentythree.net



+62%

Email conversion

~ increase in click-through ratewhen there’s a video thumbnail

in a e-mail campaign.

twentythree.net



Segmentation



twentythree.net

40

Documents

State of Video 2017 - Danske Medier:danskemedier.dk/.../twentythree-state-of-video-2017.pdfincrease in engagement time when a video is live 3x Source: Facebook of the watch time happens