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