LSA|14: What’s Your Multi-Screen Local Video Strategy?

What’s Your Multi-Screen Video Strategy?

John McIntyre

Local Search Association Idea Lab Session

David Corts Patrick TamFounder & CEO President & COO Strategic Partner Manager


John McIntyre



Welcome! My name is John McIntyre, CEO of Sightly, a video advertising technology company based in San Diego.


John McIntyre



Today, I’m joined by my colleagues David Corts from StudioNow and Patrick Tam from Google to talk to you about the rapidly accelerating area of online video advertising and the massive opportunity it offers you and local businesses…

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We Are in the Midst of a Seismic ShiftFrom single screen TV…

Over the past 18 months, with increasing acceleration, the viewing audience has shifted massively…

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We Are in the Midst of a Seismic Shift…To multi-screen viewing

From single screen TV to multi-screen viewing—

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We Are in the Midst of a Seismic ShiftThe audience has moved

In one recent month, Americans watched a staggering 35 billion online video ads—compared to 11 billion a year ago. What that means to you is that advertising as we know it—including local—is changing forever.

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This Technology Revolutionizes Advertising Transcends traditional targeting

Online technology enables advertisers and their partners—including many of you in this room—to get their messages in front of a much more targeted, local audience in a more cost-effective manner than ever before.

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This Technology Revolutionizes Advertising Transcends traditional targeting

“Advertising will no longer be just about

demographics—it will be about consumers’

behaviors and geographic locations and brands

will be able to reach their precise audience on

any device.” - Mitch Barnes, CEO - NielsenExpect a Seismic Shift in Video Consumption - February 26, 2014

We, and our partners at Google and StudioNow, couldn’t agree more, which is why we are here today to help advertisers, their agencies and publishers take advantage of this massive opportunity.

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Imagine that every commercial you see … is created just for you on the device you’re watching, in the exact location and at the exact time you’re watching it.

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That's what this new technology enables—personalized video ads targeted at the local level—and eventually, the individual level.

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What this means is that you can affordably create and deliver commercials to each segment of your target audience—depending on where your stores or agents are located, what their content interests are, their lifestyle behaviors, even the time of day or what the weather is doing right now…

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So, what are the four key components you must have to take advantage of this transformation?

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Four best practices of local targeted video advertisingWhat Advertisers, Agencies & Publishers Need

1. Personalize

Personalize creative content…for each location, each demographic segment of the target audience and each behavior…and incorporate deals and calls to action to take advantage of the interactivity of online video.

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2. Reach

Reach every device and ad unit through networks like YouTube and Google’s content network.

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3. Micro-Target

Micro-target your audiences programmatically through demographics, behaviors and interests, and of course, location.

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4. Analyze

And finally, analyze results and use what we call “local big data insights” to optimize both the creative and the campaign targeting to deliver best performance at the lowest possible cost.

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Micro-Target

ReachPersonalize

Analyze

Of course, the biggest challenge for advertisers, agencies and publishers is repeating these best practices manageably at scale and doing so affordably…

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Without PlatformWith Platform!like Sightly

One account manager can set up and manage 2,500 local campaigns in a month

It would take 650 account managers to set up and manage 2,500 local campaigns in a month

Also Need to Repeat at Scale…Affordably Technology enables automation and associated cost savings

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Without Platform




Again, this is where technology provides advantages by automating much of the set up, management and optimization of local targeted online video campaigns…

With Platform!like Sightly

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Without Platform




The main reason you should be excited about the technology we’ve built is that it will liberate you from figuring out “how” to reach your clients’ audiences and allow you to focus on your greatest added value—the strategic insight and creativity you bring to connecting with local audiences…Let me share a couple success stories so you understand what this looks like…

With Platform!like Sightly

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Local Targeted Video Ad Case StudyEstablish local awareness and customer demand

Situation Solution Results

Highly competitive auto insurance category Break through clutter Zero local brand affinity

Top 10 insurance company in the U.S.

Personalized video ads run for 32 local agents Multi-screen delivery Full funnel-focused

>130,000 views in 3 mos. >7,000 visits/~150 leads Local searches up 60-100% Rolling out to full system

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Local Targeted Video Ad Case StudyBoost awareness and customer demand between promotions


Sacramento co-op wanted to boost activity during non-promo times Needed local CTA

Top 3 massage franchise system in the U.S.

>20,000 views in 4 weeks Local searches up 62% Local Web visits up 34%

Created personalized ads for each clinic w/ local CTAs Targeted 5-mile radius foreach of 23 hyper-local areas

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Local Targeted Video Ad Case StudyBoost awareness and customer demand between promotions


Sacramento co-op wanted to boost activity during non-promo times Needed local CTA

Top 3 massage franchise system in the U.S.

>20,000 views in 4 weeks Local searches up 62% Local Web visits up 34%

Created personalized ads for each clinic w/ local CTAs Targeted 5-mile radius foreach of 23 hyper-local areas Both of these examples illustrate how video works throughout

the funnel to both create awareness, spur evaluation activity and drive customer engagement.

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The Full Funnel SolutionHow to Reach Customers Throughout the Purchase Cycle

Get your free PDF download here:http://www.sightly.com/the-full-funnel-solution/

How online video advertising works throughout the funnel The importance of personalization and localization of video ads Best practices for full funnel impact

http://www.sightly.com/the-full-funnel-solution/

LSA|14: What’s Your Multi-Screen Local Video Strategy?

Marketing

Transcript of LSA|14: What’s Your Multi-Screen Local Video Strategy?