Cutting Through the Content Clutter: Engaging Video Content Marketing

40
ABCD’s of YouTube Learning About What Makes Video Watchable Mark McMaster Product Strategy Lead

Transcript of Cutting Through the Content Clutter: Engaging Video Content Marketing

Page 1: Cutting Through the Content Clutter: Engaging Video Content Marketing

ABCD’s of YouTubeLearning About What Makes Video Watchable

Mark McMaster Product Strategy Lead

Page 6: Cutting Through the Content Clutter: Engaging Video Content Marketing

70% of a campaign’s performance will depend on how good the creative is.Source: Dynamic Logic via Think with Google, 2015

Page 7: Cutting Through the Content Clutter: Engaging Video Content Marketing

1 2 3 4 5 6...

TIME

KEY

HO

OK

/ M

ESSA

GIN

G

people consume ads in a different way on YouTube vs TV

Page 8: Cutting Through the Content Clutter: Engaging Video Content Marketing
Page 10: Cutting Through the Content Clutter: Engaging Video Content Marketing

same TV creative on different platform

Source: Nielsen Consumer Neuroscience via ARF Re!Think, 2016

Page 11: Cutting Through the Content Clutter: Engaging Video Content Marketing

industry-wide campaigns optimized to platform, 2016

44%

38%

18%

Coordinated creative strategy

Creative customized to platform

Coordinated creative strategyCreative NOT customized to platform

Creative strategy NOT Coordinated

Source: Millward Brown, 2016 via ARF Re!Think, 2016

Page 12: Cutting Through the Content Clutter: Engaging Video Content Marketing

Content is King

Context is God

Data is its religion

Today we’re focused on how to make your content shine

by understanding the YouTube contextand by unlocking data to show what works.

Page 13: Cutting Through the Content Clutter: Engaging Video Content Marketing

ABCD

Page 14: Cutting Through the Content Clutter: Engaging Video Content Marketing

“If you want to know how the lion hunts, don’t go to the zoo. Go to the jungle.”

- Jim Stengelformer CMO, P&G

Page 15: Cutting Through the Content Clutter: Engaging Video Content Marketing

6,000

TrueView Ads

16Countrie

s

11Verticals

170CreativeAttribute

s

what creative elements work best?

A/B Tests Unskippable Labs Quant Analysis

A series of unbranded tests to determine the effectiveness

of subject cropping, color saturation, and emotional

connection with the audience.

A series of partnerships with brands and agencies to run

experiments with brand video content, exploring the future of storytelling on the web.

18 months of objective creative characteristic

modeling to understand the key attributes that lead to

TrueView performance.

Page 16: Cutting Through the Content Clutter: Engaging Video Content Marketing

A/B Test

Page 17: Cutting Through the Content Clutter: Engaging Video Content Marketing

These are guidelines. Not silver bullets.

Page 18: Cutting Through the Content Clutter: Engaging Video Content Marketing
Page 19: Cutting Through the Content Clutter: Engaging Video Content Marketing

a brief history of human attention span

12seconds

2000

9seconds

Goldfish

8seconds

2013

3-5

seconds

Online impression

Page 20: Cutting Through the Content Clutter: Engaging Video Content Marketing

a brief look at TrueView ads

Page 21: Cutting Through the Content Clutter: Engaging Video Content Marketing

viewers can always skipso what’s your hook?

offer something unexpected, surprising or funny at the outset to grab attention.

UNEXPECTED OPENING

Page 22: Cutting Through the Content Clutter: Engaging Video Content Marketing

viewers can always skipso what’s your hook?

feature the person at the beginning (especially celebrities, women, or children)

CELEBRITIES & PEOPLE

Page 23: Cutting Through the Content Clutter: Engaging Video Content Marketing

viewers can always skipso what’s your hook?

medium/close shots of people early on helps attract and plays better on smaller screens

CROPPED SHOTS

Page 24: Cutting Through the Content Clutter: Engaging Video Content Marketing
Page 25: Cutting Through the Content Clutter: Engaging Video Content Marketing

brand according toyour objectives

Ad Recall View Through Rate

Page 26: Cutting Through the Content Clutter: Engaging Video Content Marketing

be thoughtfulwhat is your objective?

integrate your product with natural usage in the first five seconds to make it part of your storyline

SEAMLESS INTEGRATION

Page 27: Cutting Through the Content Clutter: Engaging Video Content Marketing

be thoughtfulwhat is your objective?

branding early increases ad recall, but may suppress view-through-rate. using a product (rather than logo) can feel less salesy.

PRODUCT vs LOGO

Page 28: Cutting Through the Content Clutter: Engaging Video Content Marketing

be thoughtfulwhat is your objective?

multiple branding cues can help drive brand lift. upwards of 20% awareness and consideration lift for audio+video vs video alone.

AUDIO + VIDEO = WIN

Page 29: Cutting Through the Content Clutter: Engaging Video Content Marketing
Page 30: Cutting Through the Content Clutter: Engaging Video Content Marketing

to drive watch timeand brand lift

Page 31: Cutting Through the Content Clutter: Engaging Video Content Marketing

once they’re hookedhow do you keep them watching?

humor is the #1 reason people will stay and watch an ad - and it drives brand metrics.

HUMOR

Page 32: Cutting Through the Content Clutter: Engaging Video Content Marketing

once they’re hookedhow do you keep them watching?

video is one of the most effective ways to make an emotional connection with your audience and drive brand lift metrics.

EMOTION

Page 33: Cutting Through the Content Clutter: Engaging Video Content Marketing

once they’re hookedhow do you keep them watching?

the majority of watch time is now mobile. snappy pacing keeps people watching

PACING

Page 34: Cutting Through the Content Clutter: Engaging Video Content Marketing
Page 35: Cutting Through the Content Clutter: Engaging Video Content Marketing

clear calls to engageto drive action and brand lift

a clear CTA can help drive engagement and watch time, even if no action is taken.

CALLS TO ENGAGE

Page 36: Cutting Through the Content Clutter: Engaging Video Content Marketing

clear calls to engageto drive action and brand lift

use the tools at your disposal to drive the audience to click, download, or learn more.

OVERLAYS & END SCREENS

Page 37: Cutting Through the Content Clutter: Engaging Video Content Marketing

clear calls to engageto drive action and brand lift

remarket to viewers of longer format pieces to drive to your website.

REMARKET

Page 38: Cutting Through the Content Clutter: Engaging Video Content Marketing

contentcontent

content

content

content

Future Identity

Current Image

content

PERCEPTION

TIME

Page 39: Cutting Through the Content Clutter: Engaging Video Content Marketing

HELP WITH PRODUCTION:DIRECTOR APP / DIRECTOR ONSITE

Page 40: Cutting Through the Content Clutter: Engaging Video Content Marketing