The Video Revolution presentatie door Thomas Donker bij Google Nederland
56
-
Upload
netprofiler -
Category
Marketing
-
view
124 -
download
0
Transcript of The Video Revolution presentatie door Thomas Donker bij Google Nederland
I Video RevolutionThomas Donker Premium Partner Manager
and of course show some video’s...
Video Revolution Create for Digital
I What we’ll talk about
http://www.facebook.com/
http://www.youtube.com/
http://www.twitter.com/
12 years later...
The YouTube kids have grown up......80% of the Dutch YouTube watchers is 20+
GFK Research,, Netherlands, August 2016
Habits change
‘Doing things’ change
a brief history of human attention span
12seconds
2000
9seconds
Goldfish
8seconds
2013
3-5seconds
Online impression
2000 Goldfish 2013 Online impression
I Media Trends & Market Insights
Source: ZenithOptimedia
Global Ad Market in 2005 Global Ad Market in 2016
I Media Trends & Market Insights
I Media Trends & Market Insights
I Media Trends & Market InsightsTV watching <49 trending downwards, 50+ stabilizes
*2014 was a-typical due to major sports events (Winter Olympics & Footbal World Cup)Source: IPG Mediabrands - Video Landscape Study 2016
We multiscreen 33 % of the time...Stuff we do while watching TV
% of TV viewers that does activity on a separate device while watching TV – Source: TNS Nipo – Netherlands, Feb 2016
Create for Digital
We used to give agencies between four and six months to produce a piece of content and would pay between $700k and $2m for each of them.
Now we need an agency that can produce content in days, with each piece costing $10-15k.
Brad Jakeman Ad Person of the Year 2015President Global Beverage Group - PepsiCo
““
I
YouTube VersionTV Version
Old Rules Don’t Apply
CC00:02 / 00:06
70% of campaign performance is
associated with the ad’s creative
CC00:02 / 00:06
TrueView Bumpers
CC00:02 / 00:06
The
ABCDof Video Creatives
CC00:02 / 00:06
ABCDATTRACTcapture attention
from the beginning
Open with impact.
Humor, surprise, and
suspense draw people in.
Feature a close up shot of a
person at the beginning, for
example.
BRANDintegrate your brand
naturally & meaningfully
Place your brand/logo based
on goals (i.e. ad recall vs
consideration)
Audio mentions can drive
increased lift.
CONNECTconnect through
emotion & storytelling
Establish an authentic
emotional connection.
Connect through audio +
visuals (music).
Quick cuts & pacing keep
people watching.
DIRECTbe clear on what you
want people to do
Be clear on what you want
the viewer to do.
Use platform features like to
make taking action easy.
ACapture attention from the beginningIs there an immediate hook?
BIntegrate your brand naturally and meaningfully Is your brand visible - especially at the start?
CC00:02 / 00:06
CConnect through emotion and storytellingSame story, told differently
DBe clear on what you want people to doMake it clear what the goal is
Few tips for afew seconds.
BUMPER CREATIVE BEST
PRACTICES
Break story into 3 framesLine
Sinker
Hook
3 Frames
opening
closing
story
3”AMAZING & IMPACTFULTITLES
AMAZING & IMPACTFULTITLES
Plan for the small screensEmphasise on Text & Objects
No Video? Print or Banner to Bumper!
Highlight the Key MessageAdd text supers to show benefits or features
Focussed CTAs in closing
Clear Call-To-Actions
Add brand search
Remember these?Support USP messagesBrand mentions with good CTA
Good Audio ‘Tips’
Proprietary + Confidential
It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change
Charles Darwin
“ “
ThankYou
ThankYou
Appendix
YouTube Directorfor business app The YouTube Director
For business app.
Create polished video ads right fromyour phone - for free.
CC00:02 / 00:06
TrueView Bumpers
Weekly reach in % for commercial streaming services and TV channels – Source: TNS Nipo – Netherlands, Feb 2016
