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How to create consistently compelling digital video. Webinar Oct. 21, 2015 Coming into focus.

Coming in to Focus: How to create consistently compelling digital video

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How to create

consistently

compelling digital

video.

Webinar

Oct. 21, 2015

Coming into focus.

Introductions

2

Griffin HammondSam Thonis

An eye-opening opportunity

Why content matters

3

Secrets of compelling content

Strategies for sharing

Measuring and adjusting

Technologically, video production has never been

easier and yet…digital video remains a deceptively

difficult market to enter

Why content matters

4

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50% Online video now

accounts for 50% of all mobile

traffic 1

65% of video viewers watch

more than ¾ of a video 2

75% of business executives

watch work-related videos at least

weekly 3

Digital video is a huge

phenomenon.

Why content matters:

+2mins Sites which

include video have on average an

extra two minute dwell time

compared to sites which don’t. 4

1. www.merchantmarketinggroup.com/blog/merchants-2015-digital-marketing-predictions

2. reelnreel.com/10-video-marketing-predictions-2015/

3. images.forbes.com/forbesinsights/StufyPDFs/Video_in_the_Csuite.pdf

4. www.merchantmarketinggroup.com/blog/merchants-2015-digital-marketing-predictions

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“When it comes to production value, consumers are very sophisticated. Whether

they are watching on a website, a mobile device or an over-the-top (OTT)

platform, they expect the same level of quality they get with traditional TV.”

- Video Product Manager, Large Media Company

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Quality includes content and delivery

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Quality includes content and delivery:

• To capture the audience’s

attention digital video must

look good and be delivered in a

seamless fashion with excellent

stream quality.

• High-quality production values

do not always require bigger

budgets.

• Experts in fundamentals like

lighting, camera work and

editing, are more important

than any one piece of

equipment.

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Turn quality into profit.

High quality video content is valuable to

publishers in many ways:

• Video drives user engagement.

• Quality video helps publishers command higher prices

from advertisers and monetize digital video inventory

more effectively.

• Digital video can stand alone or combine with other

content to tell a more comprehensive story.

• The more ways you integrate video, the more

opportunities there are for advertisers to find the

audience they want.

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Secrets of compelling content

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Know your objectives

Before the video footage is shot,

publishers should identify their

strategic objectives:

Traffic?

Engagement?

Monetization?

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What’s your story?

When telling your story:

Digital video should always

provide visual value

Narrative drive should always be

top of mind.

Character-driven digital video

ensures narrative structure.

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A subscription to the Bloomberg News Service provides

indispensable business and finance source material and

ready-to-publish stories that keep you fully covered

Common narrative mistakes

No talking heads

Mix b-roll footage, title cards, voiceover narration and graphics to keep the story

rolling.

Short but not shallow

Clips in the one-minute to 90-second range are ideal for digital delivery, but need

to provide valuable information. Going for depth on fewer topics is more effective.

Be mindful of time

Find the balance between more thoughtful, creative stories and quick-turn pieces

that gain viewership through speed to market.

Know the audience

Publishers will typically find more success by pursuing a smaller segment of the

audience with well-defined interests, behaviors and demographic traits.

Plan the delivery

There are many ways to experience digital video. Where the content ends up

affects story structure. Shorter videos work better on social media. Longer

narrative work better as VOD. Video with a longer article can rely more on quotes

and sound bite.

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Technical QualitySets Camera work Sound

Talent Lighting Editing

Graphics/effects

Narrative StructureEmotional hook Characters Beginning-middle-end

Thematic elements Detail/depth

Seamless DeliveryTranscoding Streaming Video player module

Compelling video checklist

What makes one video more watchable than the next? It all comes down to three critical areas.

3 things to remember…

1 Think Visually

• If a solid story is in place, publishers can bring it to life through visuals.

• The quality of original footage of an event or personality will determine how many “extra” visuals are necessary.

• License high-quality content from a trusted partner to fill the gaps in a story and enhance visual variety.

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3 things to remember…

2 Staff Appropriately

• Publishers committed to developing digital video content in-house should consider how large a staff is required.

• Bringing in freelance videographers, editors, and production houses is common.

• Another tactic is hiring “jack of trades” professionals who have experience in more than one area – directing, producing

and editing.

• Cloud-based, collaborative services, such as Wochit, offer a way for new entrants to begin producing video content and

testing without acquiring a lot of production equipment. They simplify the process of selecting licensed content, creating a

storyboard and editing the footage with voiceover into a seamless clip.

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3 things to remember…

3 News stands apart

• While News audience expectations for image quality may be lower, expectations for speed to market are much higher.

• With a laptop and basic editing software, content creators can create videos from a truck or even a coffee shop.

• A growing number of sites and apps are available to live streaming including Snappy TV. Live streams are delivered via

HTTPS an are automatically converted in to 5 and 10 second chunks that can be repurposed for VOD or social sharing

almost immediately.

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1 Break up a talking head segment or interview

2 Show locations that would be too expensive to shoot

3 Add depth on a topic, market or industry

4 Fill visual gaps in a story

5 Provide background for voiceover narration

6 Smooth out transitions between topics

7 Hide edits of unwanted shots

7 ways to use licensed video content

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Strategies for sharing

Share. Share. Share.

Digital video is its own entity

Digital-first content is highly conducive to sharing across multiple platforms including the publisher’s site, partner sites, and

third-party sites like YouTube and social media sites.

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Share. Share. Share.

Create content bundles

Combining video content with other content from the site, such as news stories, photos, graphics, reports, analysis and data,

can create a package that can be syndicated by others looking to complement their own offering.

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Share. Share. Share.

Optimize for search

Search Engine Optimization (SEO) involves tailoring digital video content so that it gets listed earlier and more frequently in

search engine results.

Some basic SEO steps include:

• Embedding links to the original site in the video’s description box

• Adding select targeted keywords to the description

• Take advantage of closed captioning

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Measuring andadjusting

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Quality includes content and delivery

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Which KPIs Matter?

Key performance indicators

relevant to digital video include:

• The number unique viewers

• The number of video streams

• Streams per Unique Viewer is

the best measure of

engagement.

• Average minutes watched and

minutes per video

The percentage of overall site

unique viewers watching video

indicates how effectively you are

promoting video on your own

properties.

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Content drives engagement

• Premium video packages in

technology, automotive,

luxury and more

• Topical and regional video

content updated throughout

the day

• Sound bites and complete

interviews

• Broadcast-quality production

values, complete with in-depth

charts and graphs

• Footage including skylines,

time-lapse clips, event shots,

product shots and more

• Video delivery via Media

Source, a new web destination

for Bloomberg’s award-

winning visual content

• Live TV programming that

gives viewers access to the

top CEOs, investors, analysts

and businesspeople making

news

• Additional offerings in news,

photos and market data

The Bloomberg Content Service provides high-quality digital video content that

publishers can rely on to attract target audiences, deepen engagement and grow

online traffic.

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Questions?

Thank You!

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