Demys&fying  Cross  Device  Video  Adver&sing  

Simon  Yule  

Overview

1.  Gatwick Express –  Video advertising

2.  Why is CDVA important? (from a brand perspective)

3.  How should brands go about planning for a CDVA campaign?

Gatwick Express •  Express Tracks

–  30 minute music tracks made ‘in sync’ with the passing landscape.

“It’s about the journey. Not the destination.”

Express Tracks

•  Video advertising (4 x videos)

Why is CDVA important for a brand?

1.  Video: Media consumption –  Engagement –  Screen size –  Technology advancements (HTML5 and ABR)

2.  Touch points and digital fragmentation

–  IMC (user experience – seamless flow)

–  Mobile devices have huge social capacity now –  Multi channel marketing

3.  Keep in mind how brands operate

Some of the best viral ads are video...

Planning a CDVA campaign

1.  What are your marketing goals? –  Direct Response –  Brand

2.  Look at where you are... ... before you launch into anything

Planning a CDVA campaign

•  Research –  Use your data intelligently

•  Media Selection

–  Work in collaboration with your agency to formulate the best plan

Research

Media selection

Media campaign Optimisation

Results Analysis

Digital video formats...

That’s a wrap.