Video is kind of big deal

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brandjoe

Video is kind of a big deal

2015 Sage Software, Inc. All rights reserved


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9/30/162

2015 Sage Software, Inc. All rights reservedVideo experimentWhy video is a big deal (as if we did not know about it)Some interesting trends seen over the past few yearsHow to approach videoSome case studiesAnd an over whelming conclusion at the end that you should be doing video, by now and probably more and more

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versus

2015 Sage Software, Inc. All rights reservedTodays video experiment3

9/30/1641897Kinetograph

2015201949%NarrowcastDynamic TVExpanded Interface (motion control)

90% NielsonPersonalized TVExpanded Functions

2015 Sage Software, Inc. All rights reservedAlfred hitchcock quote

The first ever moving picture

Decline of Cinema

Use on netflix

http://www.slideshare.net/Z_punkt/tv-2020-the-future-of-television

The picture's over. Now I have to go and put it on film.http://www.huffingtonpost.co.uk/2014/11/05/hologram-real-laser-display_n_6106606.html

B2B content preferences survey June 201458% used video during the past 12 months to research B2B purchasing decisions

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Data From a Century of Cinema Reveals How Movies Have Evolved9/30/165

2015 Sage Software, Inc. All rights reservedThe average shot length of English language films has declined from about 12 seconds in 1930 to about 2.5 seconds today, Cutting said. At the Academy event he showed a scatter plot with data from the British film scholar Barry Salt, whos calculated the average shot duration in more than 15,000 movies made between 1910 and 2010. Thats a lot of shots.Ina 2010 study, Cuttingfound an average of 1,132 shots per film in a smaller sample of 150 movies made between 1935 and 2010; theKing Kongremake, incidentally, had the most: A whopping 3,099 shots packed into 187 minutes.

The graph below shows what Cutting calls the triangle of tolerability, a sweet spot (shown in grey) where the shot duration and amount of motion are well suited to keep viewers attention. The black dots in the lower right corner represent the average shot length and motion index for entire films. The white and gray dots to the left represent sequences, and fragments of sequences from within movies. The point is that when film makers use lots of motion, they usually only keep it up for short periods of time.

Blair Witch

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2015 Sage Software, Inc. All rights reserved9/30/167

2015 Sage Software, Inc. All rights reservedBranded video content lego (ninjago)

In its 7th season2012 in particular featured NinjagoNinjago has been around now for SIX years!3D animated filmNinjagofor September 23, 20163.34 million total viewers, ranking No. 21 on cable and No. 1 on Cartoon NetworkLego said sales grew by a double-digit percentage rate in all its regions, including the U.S., faster than the toy industrys expansion.

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Video is an amazing platform for storytelling

2015 Sage Software, Inc. All rights reservedAccording to psychologists Christopher Chabris and Daniel Simons (authors of The Invisible Gorilla), stories are persuasive and more trustworthy than statistics because individual examples lodge in our minds, but statistics and averages do not.

Our ancestors lacked access to huge data sets and experimental methods. By necessity, we learned from specific examples, not by compiling data from many people across a wide range of situations.

The summary of the research on storytelling points to two big conclusions:

Stories work because our brains are primed to heed their advice.Stories are persuasive because they are able to slip in under our radar and transport us to the tale being told. We personify abstract shapes, we seek ourselves in objects around us, we make ourselves the main character of every story we hear.Stories help us to change behaviours8

THE DRAMATIC ARCExpositionRising actionClimaxDenouementFalling actionIntroduces important backgroundA series of related incidents build toward the point of greatest interestThe climax is the turning point, which changes the protagonists fateThe conflict between the protagonist and the antagonist unravelsUnravelling or untying of the complexities of a plot


Stories have to have a particular structure150 years ago a German theorist called Gustavo Freytag called this the Dramatic arc

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9/30/1610Overcoming the MonsterRags to RichesThe QuestVoyage and ReturnComedyTragedyRebirth

Think when Apple first started and went up against IBM in that iconic 1984 video The Jonny walker story told in an incredible 6min ad (filmed in one take)Sales force how to become a customer companyAtTask a story of a marketer working in chaos who returns using the right softwareBaby click, Adobe deliver comedy and a power messageCharities do this very well. Particularly well in this adopt a dog campaignA reflection on where you where going wrong and how you moved on

2015 Sage Software, Inc. All rights reservedChristopher Booker finished writing a book that he had been working on for 34 years. It was a quest to study all the great stories ever told, and to see what they had in common so that he could categorise them into basic plot types.

Robert Carlyse

Overcoming the MonsterRags to RichesThe QuestVoyage and ReturnComedyTragedyRebirth

http://designthroughstorytelling.net/periodic/

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Emotions drive sharing---Sharing drives a deeper understanding and action---Actions drive preference---Preference drives decisions



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2015 Sage Software, Inc. All rights reservedCTR 6,8% Traffic to .com conversionCTR Average 1.4% across owned and earned

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2015 Sage Software, Inc. All rights reserved225 video assets collected with 75 businesses at a cost of 120/asset. Video and image assets will be used on: Instagram, Sage websites, Solutions campaigns, Summit website; other uses being evaluated Additional 42 still photographs collected from businesses for Instagram shot by in-house photographer

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2015 Sage Software, Inc. All rights reservedNot all video metrics are is equal9/30/1618What counts as a viewAuto PlayAuto LoopDefault Audio StateMaximum lengthYouTube30 secsYesNoOn15mins (if verified 11 hours)Facebook3 secsYesNoMute40 minsInstagram3 secsYesYesMute15 secsTwitterOn clickNoNoOn30 secsVineFull loopYesYesOn6 secsSnapchatOn tapNoNoOn10 sec clips (or multiple clips as a story)Tumblr3 secsYesYesMute5 min daily limit (no limit for advertiser)


2015 Sage Software, Inc. All rights reservedIn short, the Average Duration of Video Viewed was defined in its documentation as total time spent watching a video divided by the total number of people who have played the video while in reality, the metric actually recorded the total time spent watching a video divided by *only* the number of people who have viewed a video for three or more seconds.19

9/30/16203,012 shares 899 Favourites 531 SubscribersPaid media drove 3,000,000 views in the USWhich led to 100,000 organic views in EMEA

2015 Sage Software, Inc. All rights reservedNo such thing as viralPaid media was used to start organic viewsPaid media drove 30X that of the organic views

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brandjoe

Video is kind of a big deal?



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brandjoe

Who typed aquestionmark on the Teleprompter?



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Marketing

Video is kind of big deal