The :03 Second Audition

Creative Considerations for VideoHaswar Hafid, Head of Agency | April, 2016

Television is called a new medium, and I have discovered why they call it a medium -

because nothing is well done.

— Fred Allen, Radio Personality

December 17, 1950

Many of the same things are being said about this other new medium

Source: eMarketer, US , April 2014.

Mobile

Digital

TV

Radio

1950 1960 2000 2010

Video viewing is shifting to mobile, and it’s building brands

Share of mobile and tablet video plays* Purchase intent of us internet users who watched digital video ads, July 2014% of respondents**

Sources: *Ooyala Global Video Index Report, Q1 2014. (Study measured the anonymized viewing habits of viewers in 239 countries and territories, and data from Ooyala’s video publishers, which include hundreds of video publishers, brands and operators.) **eMarketer, October, 2014.

Smartphone

Tablet

PC

52%

56%

64%

Aug2011 Apr2012 Dec2012 Aug2013 Mar2014

25%

20%

15%

10%

5%

0%

532%growth in viewing from 2012 to 2014

Facebook is at the center of mobile video, helping great work become famous work

Sources: *Facebook Internal data on content creation from Jan 1, 2013–Nov 1, 2014, accessed on Nov 1, 2014, US. **Facebook Internal Data, April 2016. Facebook Internal Data, March 2015.

In the US, video posts per person on Facebook have grown

94%year over year*

75%of video views happen on mobile***

8Bvideo views every day**

53%of all views come from shares***

What we’re learning

The :03 second audition

Sight, sound, motion

Stories not seconds

Atomized storytelling

The :03second auditionMake the first few seconds count

Source: Facebook Marketing Science analysis of 173 Nielsen Brand Effect studies, March 2015.

The :03second auditionMake the first few seconds count

What we know about the first 3seconds

What we’ve seen maximize view rates:

1. Eye-catching frames – graphics, vivid imagery, performance

2. Strong visual cues – title cards, supers, brand assets

3. Celebrities

4. Calls to action to watch (in post copy)

Source: Facebook Internal Data. Sampled US Video Ads 1 week in October 2014; Based on a sample of 28 of the top decile ads by view rate and 16 of the lowest decile ads by play rate.

Sight, sound, motionEmbrace the silence

0

5

10

15

20

25

30

0 10 20 30 40 50 60

15s 30s 60s

Stories not secondsFocus on storytelling, not length

Source: Facebook Internal Data, US Video Ads, March 2015.

% o

f au

die

nce

reta

ined

Secondswatched

Completion % by video length

Atomized storytellingMessage over time and through the funnel

Source: Adaptly, Facebook, and Refinery29. A Research Study on Sequenced for Call to Action vs. Sustained Call to Action. July 15, 2014.

0

200

400

600

800

1000

1200

Control Sustaining Sequencing

Conversion Rate by Storytelling Approach

Recap: What we’re learning

The :03 second audition

Make the first few seconds count

Sight, sound, motion

Embrace the silence

Stories not seconds

Focus on storytelling, not length

Atomized storytelling

Message over time and through the funnel

Key takeaways

Mobile video Native

Facebook video

Great content wins

(and gets famous)

You create

the container

Let it breathe