ONLINE VIDEO IS ADDICTIVE!

ALCOHOL COKE HEROIN ONLINE VIDEO

AD

DIC

TIVENESS

100%

CONTENT AND FORM “THE MEDIUM IS THE

MESSAGE” MARSHALL MC’LUHAN

“WHAT REALLY DECIDES CONSUMERS TO BUY OR NOT TO BUY IS THE CONTENT OF YOUR ADVERTISING, NOT ITS FORM”

DAVID OGILVY

“VIDEO HOLDS THE ABILITY TO TELL A

CAPTIVATING AND POWERFUL STORY ON ITS

OWN”

VIDEO AND NATIVE ARE MEANT TO BE

“NATIVE DELIVERS A CONTENT EXPERIENCE,

SEAMLESSLY INTEGRATED TO ITS

CONTEXT”

NATIVE VIDEO

THE COMBINED REACH BEATS FACEBOOK AND YOUTUBE

25%

7% 68%

REST OF THE INTERNET

BUT THE COMBINATION OF MANY INCREASES COMPLEXITY

BRAND

SOCIAL PUBLISHERS PLATFORMS

HOW DO YOU OPTIMISE YOUR CONTENT FOR

SYNDICATION?

OK GREAT, BUT THEN…

HOW DO YOU EFFECTIVELY SYNDICATE YOUR VIDEO CONTENT SO IT DELIVERS ROI?

THE CONTENT PART

ONE SIZE DOESN’T FIT ALL…

DON’T FORCE FEED USERS

WITH YOUR REPURPOSED TVS IN

NATIVE.

DO PLAN TO MAKE YOUR

CONTENT RELEVANT IN MULTIPLE CONTEXT

THE ADVERTISING VALUE CHAIN

BRAND CREATIVE AGENCY PRODUCTION

COMPANY MEDIA AGENCY PUBLISHERS NETWORKS PLATFORMS

END USER

BRING SYNDICATION IN TO THE STRATEGIC AND CREATIVE PROCESS

EXAMPLE - MULTIPLE CONVERSATIONAL HANDLES

CLASH OF CLANS - REVENGE

TAKEN

SUPER BOWL LIAM NEESON

CLASH OF CLANS

THE SOCIAL STORY

CREATIVE

- 1 MILLION SHARES CONVERSATIONAL HANDLES

DON’T FORGET ABOUT THE HYGIENE CONTENT

IMAGES TEASERS BEHIND SCENES

INTERVIEWS REACTIONS SOCIAL POSTS

STORY TEMPLATES HASHTAGS PRESS

RELEASES

SNACKABLE VIDEO WORKS FOR NATIVE

SOURCE: OOYALA GLOBAL VIDEO INDEX, 2015

SKIP THE 30 SECOND INTRO GET TO THE POINT IN FIRST 10 SEC

FIND THE OPTIMAL COMBINATION OPTIMISE ON THE GO

TELL YOUR AUDIENCE WHAT YOU WANT THEM TO DO. YOU WILL BE

SURPRISED!

CAPTURE THE ACTION TRY TO USE IMAGE FROM END OF VIDEO

USE EMOTIONS - NOT PRODUCTS

USE PEOPLE RATHER THAN PRODUCTS.

1

2

3

4

5

6

START AND END STRONG

IMAGE MIX

PEOPLE INTERACITIVTY

6 SIMPLE PRACTICES TO OPTIMISE YOUR VIDEO CONTENT FOR NATIVE DISTRIBUTION.

DESIGN FOR AUDIO OFF - GIVE EXTRA VALUE WHEN AUDIO ON.

AUDIO OFF

WHAT CAN MONA LISA TEACH US ABOUT NATIVE…?

THE SYNDICATION PART

SECURE ROI ON NATIVE INVESTMENTS - SCALE IS KEY!

SYNDICATED

BRANDED CONTENT

HOW TO SCALE NATIVE…

1

2

3

4

POST ON OWNED CHANNELS AND PROMOTE VIA SOCIAL MEDIA

DRIVE TRAFFIC TO HUB FROM CONTENT RECOMMENDATION WIDGETS

PROMOTE CONTENT ON OWNED SITES

SYNDICATE VIDEO CONTENT THROUGH NATIVE PLATFORMS

A GOLDFISH WILL GROW AS

BIG AS ITS ENVIRONMENT

ALLOWS…

FROM “DRIVE-TO-SITE” TO CONTENT SYNDICATION

CONTENT SYNDICATION - CONTENT TO AUDIENCE DRIVE TO SITE - USERS TO CONTENT

CONTENT ! !HUB

!

!

!

WHY IS CONTENT SYNDICATION IMPORTANT?

SCALE

DISCOVERABILITY

USER EXPERIENCE

SEARCH

WHAT DOES IT MEAN FOR PUBLISHERS?

ARE YOU IN THE MARKET OF PRODUCING A

NEWSPAPER, MAGAZINE OR A WEBSITE?

(CLOSED)

ARE YOU IN THE MARKET OF PRODUCING

ENGAGING CONTENT FOR YOUR AUDIENCES?

(OPEN)

OR

A CHANGE OF MIND…SET

IN 3+ YEARS TIME…

MANY PUBLISHERS WILL TO AN EXTENT WORK LIKE A YOUTUBE CHANNEL. THEY HOUSE CONTENT, BUT THE MAJORITY OF IT IS

CONSUMED ON THIRD PARTY SITES.

WHAT DOES IT MEAN FOR ADVERTISERS?

SOCIAL AND NETWORKS RULE!

EVERY CAT CAN’T GO VIRAL

ORGANIC REACH IS DEAD! SORRY!

THE BENEFITS OF NATIVE VIDEO SYNDICATION

GUARANTEED VIEWS CONTENT EXPERIENCE NATIVE LOOK AND FEEL

TARGETED AUDIENCE SCALE ENGAGEMENT

RETURN ON INVESTMENT

CONTENT INVESTMENT

UNDERSTAND THE DETAILS - AND USE IT TO YOUR ADVANTAGE

DOES THE AD FUNCTION LIKE OTHER ELEMENTS ON THE PAGE? DOES THE AD BEHAVE LIKE OTHER ELEMENTS ON THE PAGE?

WHO ENGAGES IN YOUR CONTENT WHERE? HOW BIG IS THE VIDEO PLAYER?

HOW IS A VIEW DEFINED? CAN THE USER SKIP?

ACTIVATION?

MEASURE WHAT MATTERS!

IMPACT

ENGAGEMENT VIEWS TIME RATE SOCIAL

ACTIONS

AWARENESS PURCHASE INTENT

BRAND RECALL

VIEWABILITY

SOLD PRODUCTS

THERE IS NO SINGLE METRIC THAT COVERS IT ALL. ALL METRICS CAN LOOK GREAT IN ISOLATION. ONLY THE COMBINED PICTURE GIVES YOU A SATISFYING UNDERSTANDING OF

QUALITY. BUT ALWAYS DEMAND TRANSPARENCY ON YOUR VIDEO INVESTMENT.

KEY TAKEAWAYS

1 2 3

PLAN FOR MULTIPLE CONTEXTS AND OPTIMISE YOUR CONTENT FOR BEST

RESULTS.

DISTRIBUTE CONTENT RATHER THAN USERS

VIDEO IS IDEAL FOR NATIVE SYNDICATION

THANK YOU! Simon Kvist

simon.kvist@theoutplay.com Mobile: +44(0)7780111230

@iSimonKvist www.theoutplay.com

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