REINVENTING VIDEO ADVERTISING

Video Advertising tra Mobile,

Contesti e Creatività

Interattive: la Qualità Conta

Dario Caiazzo Managing Director, Teads

Italy

Alicia Lubrani Head of Marketing Communication Samsung

Money follow eyeball

% di tempo speso sui diversi Media vs. % di Spesa Pubblicitaria in

USA nel 2015

4%

13%

36%

22% 25%

16%

10%

39%

23%

12%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Print Radio TV Internet Mobile

Tempo Speso

Spesa Pubblicitaria

Totale Internet

Advertising = $60B

Di cui Mobile =

$21B

∼$22B Opportunità

in USA

MISURABILITÀ SISTEMI

OPERATIVI DATI INTRUSIVITÀ

Perchè esiste questo gap?

Creatività

FORMATI CONTENT

STORYTELLING

Formati e creatività

80% degli annunci

video distribuiti sul mobile

sono in realtà spot tv

riproposti, che portano un

basso livello di completion

rate e una scarsa efficacia

della pubblicità.

SIZE DOES MATTER

Source: Moat Industry benchmarks cross- screen, Q2 2015 and Q2 2016

80% delle persone

guarda video su mobile

in audio off

Il telefono è muto

Interactive videos get 4x higher brand recall

compared to non-interactive videos

Source: Moat Industry benchmarks cross- screen, Q2 2015 and Q2 2016

Conversational ads in the near future chat bot

Gear 360

1

2

Our Challenge

Launch Gear 360 on the Italian Millennials, making it perceived not for pros only.

Positioning

Immersive 360° camera with audio-video and foto footage

For easy, daily use

360° CAMERA Rich, complete 360° view, bright, vivid and crisp even in low light

360° CONVENIENCE Designed for freedom of movement, indoor & outdoor

360° CONNECTIVITY Easy to connect, edit and share

An easy-to-use product for an immersive experience to share

Italian Millennials are passionate about sharing pics, especially selfie

3

Captures & shares daily life regularly

Tech Savvy

Experience Focus

Community Focus

Fashion and cool trends addict

Target

Sharing a selfie is not enough to share my experiences and emotions.

Insight

4

We want to launch Gear 360 as THE ULTIMATE DIGITAL TREND

The Strategy

Gear 360 enables Millennials to share

not only a flat image of their world,

but an experience-centric, emotional,

exciting world.

The idea

Your world is not flat, it is #roundie

Results TEADS – InRead 360

DESKTOP • Impressions 1.3M / Clicks 19k • CTR 1,45% • Completed View Rate 69,5% • Swipe on video 313k MOBILE • Impressions 1.3M / Clicks 20k • CTR 1,47% • Completed View Rate 67,3% • Swipe on video 506k Average total time spent on video: 18’’ (30’’ video)

5

Video Teaser 360° ‘’Party da Roundie’’

6

VIDEO 360° DI INFLUENCER CON FOCUS SUI

MILLENNIALS E SULLE LORO PASSIONI

TUTORIAL DI PRODOTTO

#Roundie EMOTICONS

\

PRIMO CORTOMETRAGGIO GIRATO CON Gear 360 (WIP)

Gear 360 PLACEMENT

Results SELL-OUT 1.200 Gear 360 sold (from 10 June until now). #Roundie MENTIONS • 30K #roundie mentions • 7.3K #Gear360 mentions

INSTAGRAM • 2.8K likes

FACEBOOK • 22 MIO FB impressions • 5.9 MIO people reached • 2.582 MIO video views • 50.4K interactions

YOUTUBE • 4 MIO 360° campaign

video views

7

Thank you.

8