VIDEO DISTRIBUTION BORD BIA JANUARY 30th 2019 · Influencers listen to their followers and ask them...

VIDEO OPTIMISATION MASTERCLASSBORD BIA

JANUARY 30th 2019

YOU HAD SOME QUESTIONS!

1/31/2019

Video landscape Optimum length of

videos

Formats for different

platforms

What’s considered

good?

Types of video Tips on inhouse video

Setting up kpi’s Best practice content Key elements for

engagement

How to sweat the

asset

Distribution

strategy/seeding

Influencer ROI

AGENDA

• PART ONE; 9.30-11.15

• QUICK OVERVIEW OF THE VIDEO

LANDSCAPE 2019

• UNDERSTANDING THE ROLE OF YOUR

VIDEO

• HOW TO THINK ABOUT YOUR TARGET

AUDIENCES

• BREAK; 11.15-11.35

• PART TWO; 11.35-13.30

• PLATFORM DEEP DIVE

• HOW DO I SET THE VIDEO UP FOR

MAXIMUM RESULTS ONCE IT’S ONLINE

• WHAT KPI’S DO I SET UP

• PUTTING IT ALL TOGETHER

WHAT’S HOT IN 2019?

1/31/2019

SPONTANEOUS STORIES

1/31/2019

EMPLOYEES GET OUT FROM BEHIND YOUR DESKS!

1/31/2019CAROLE ANN CLARKE CONSULTING

LIVE STREAM Q&A’S AND ”ASK ME ANYTHING - THIS ONE IS FOR YOUR MD OR CEO!


VIDEO PODCASTS

CAROLE ANN CLARKE CONSULTING 1/31/2019

B2B – 1 TO 1 VIDEOS

1/31/2019

VIDEO IN EMAIL

1/31/2019

CAROLE ANN CLARKE CONSULTING

BASED ON WHAT YOU HAVE SEEN,

WHAT TRENDS ARE RELEVANT TO

YOU?


1/31/2019

WHAT REPRESENTS THE BIGGEST SHARE OF VIDEO CONTENT ON YOUTUBE?


FOOD AND BEVERAGE!

CAROLE ANN CLARKE CONSULTING Source; Social Pixability

CAROLE ANN CLARKE CONSULTING Source; Social Pixability

It’s all about

Branded

Content!

15% more

views and

36% more

engagements

on average

than tutorials

without

branded

products


WHO IS THE HEAD CHEF, INFLUENCER OR BRAND?

Influencers listen to their

followers and ask them

what they want and

push through emerging

trends

Influencers think

about how best they

can bring relevancy

to your brand


EXTEND YOUR AUDIENCE

ENGAGEMENT STRATEGIES ACROSS

PLATFORMS


Coke TV brings online video and influencer strategy together

MILLENNIALS LOVE THEIR FOOD!

BASED ON WHAT YOU HAVE SEEN –

WHAT ARE THE IMPLICATIONS

FOR YOUR BRAND OR WHAT IDEAS COME TO MIND?


OBJECTIVES &

MEASUREMENTGO HAND IN

HAND

#1. WHAT IS YOUR OBJECTIVE? HOW WILL YOU MEASURE SUCCESS?

MARKETING GOAL; AWARENESS CONSIDERATION ACTION/CONVERSION

VIDEO KPI’S VIEWS VIEW-THROUGH RATE CLICKS (sites, content, sales)

IMPRESSIONS WATCH TIME/RATE CALLS

UNIQUE USERS FAVORABILITY LIFT SIGN UPS/SUBCRIPTIONS

AWARENESS LIFT CONSIDERATION LIFT SHARES

VIDEO RECALL LIFT BRAND INTEREST LIFT COMMENTS

FB REACH LIKEABILITY (content) SALES

TWITTER REACH BRAND PERCEPTION PURCHASE INTENT LIFT

YOU TUBE REACH EARNED MEDIA LIKES TRIAL/ EVENT SIGN UPS

COMPLETION RATE BLOGGER TAKE UP

#NO.2 –WHO IS YOUR TARGET AUDIENCE? (WHERE ARE THEY,

WHEN, WHAT CONTENT DO THEY LIKE, WHAT DO THEY LIKE?)


Who will bring you The mostRevenue?

THINK ABOUT THEIR PERSONA TO HELP YOU BUILD OUT YOUR AUDIENCE GROUPS AND CLARIFY YOUR MESSAGING


WHO IS YOUR LOW HANGING FRUIT? DO YOU HAVE

AN IDEA OF THEIR

PERSONA?


WHAT ARE YOU ALL

DOING ON YOUR

PHONES 57 TIMES PER

DAY?


MICRO MOMENTS… WHEN WE TAKE OUT OUR PHONES TO TAKE ACTION;

1/31/2019

IMPLICATIONS FOR YOU…

1. BE THERE; think about moment

mapping for your brand and your

category

2. BE RELEVENT; Match with what

your target audience cares about

3. BE QUICK; Video is a great short

cut to reach consumers –

snackable content built around

the relevant moments (6 second

bumpers ideal!)

HERO, HUB, Help: A Framework for BrandPublishing

Media

Spend/R

each

#NO.3 - UNDERSTAND THE TYPE OF CONTENT YOU NEED OR HAVE CREATED

INTRINSIC OR EXTRINSIC?

• WHY WOULD I CARE, WHY

WOULD I SHARE?


• WHAT’S IN IT FOR ME? WHAT VALUE

IS THIS BRINGING ME, IS IT USEFUL

FOR SOMEONE ELSE?

AND LOOK TO THIRD PARTY PROVIDERS TO HELP BUILD UP AND DISTRIBUTE YOUR CONTENT

FRAMEWORK


WHILST CREATING CONSISTENCY IN YOUR OWN CONTENT


THINKING ABOUT YOUR RECIPE VIDEOS OR OTHER

ANOTHER VIDEO YOU HAVE MADE, WHAT MOMENTS ARE YOU TAPPING INTO?

WHERE WOULD YOU PLACE YOUR VIDEO IN THE HERO,

HUB OR HELP FRAMEWORK?


1/31/2019

#NO.4; UNDERSTAND YOUR PLATFORMS AND CREATE THE RIGHT FORMATS

Sources; e-markable, 80/20, campaign live, Reuters, Ipsos,statista

32% of Population

Growth up 5%

Average age; 23.3

70% of posts not seen

Creative channel

34% higher engagement for

Videos posts 9pm weekdays

65% of the population

Growth up 1%

Highest daily usage @69%

Average age; 30.6

BUT Mobile users average

Age = 25

29%

53% = 15-24

BUT 92% of all journalists use it

In growth after a period of decline

44% users + 35yo

But very large young audience

too

43% of users between 15-24

Average age; 20

5% of the population, 51% <>

18 & 24, 32% <> 25 & 34

1% find matches!

advert via FB audience network

20% use Pinterest

40% use Whatsapp

Video Formats relevant for any platform

1. Animated

2. Stop Motion

Cost effective,

Can do yourself

3. Live Action

Think

relevancy

4. “Banner Video”

Think

Asset

Re-use

5. Gifs

Lower quality

But still work!

4. Videos From Banner Ads

Results

Spend €1,225

145K views

CPV €0.01

Conversions: 207

Revenue €13,455

ROAS 10:1

Cost: No cost - €300

5. Gifs

Results

Spend €250

52K views

CPV €0.01

Cost: €500

#NO.5 ; FOLLOW AN EFFICIENT AMPLIFICATION PROCESS


OWNED EARNED SHARED PAID

Exhaust your

own channels

first;

Leverage any

influencers

What partners

can you build

alliances with?

If you want it to

reach consumers

you have to put

some paid behind

it

LOVES VIDEO!

1/31/2019

A brand is 53% more likely to show

up first on google if you have video

embedded on your website*

*video explainers 2018, bigcommerce.com

A video in your emails can…*

•Boost open rates by 19%.

•Boost click-through rates by 65%.

•Reduce unsubscribes by 26%.

Exhaust your own channels first with your video;

BRAND FANS LOVE VIDEO!

1

YouTube

View (30 secs)

10

Facebook

Views (3 secs)

=• Great for quality watched time

• 5 seconds per impression

• Non-completed views (or less than

30sec views) are free!

• Great for impressions

• Niche (specific target)

• Sharable content

• Keep it Short

#YOUTUBE & FACEBOOK OFFER DIFFERENT BENEFITS

OBJECTIVES

• INSPIRE CONSUMERS

• SHOWCASE THE UTILITY OF

AN IRISH FOOD BRAND


AMPLIFICATION

• GOOGLE (SEARCH, DISPLAY, VIDEO)

• FACEBOOK (DISPLAY/VIDEO)

• INSTAGRAM (FEED DISPLAY, IN-STORY

DISPLAY, FEED VIDEO)

ALL PAID

• YOUTUBE

RESULTS LEARNINGS

• GOOGLE; 39K IMPRESSIONS, 8K

VIEWS (WEEKLY)

• FB- 21K REACH, 55.5K

IMPRESSIONS, 197 CLICKS, 12.3K

3 SECOND VIEWS

• HIGHER VIDEO VIEWS ON

INSTAGRAM BUT FB HIGHER

CTR AS WELL AS HIGHER

CLICKS ON DISPLAY ADS DUE

TO HIGHER NUMBERS ON FB

FACEBOOK V INSTAGRAM

HOW A CONNECTIONS PLAN MAY LOOK (EXAMPLE ONLY)

1.

FANS FIRST

Host platform upload

(YouTube)

Employees and associates

Opt in CRM Databases

Website

2.

DISCOVERY

(start of Paid)

Google Search

YouTube Search

Influencer

outreach

Twitter Search

3.

VIDEO ADS

Skippable Pre-Rolls

Non Skippable Pre-Roll

Paid Video Seeding

4.

SOCIAL

Social Ad Products (reach)

Custom Match

5. STANDARD

ADS

Display Advertising

Retargeting

1/31/2019

OWNED EARNED SHARED PAID

Facebook

In terms of paid, FB boosted post and instaagram worked best

– 12,529 views and 397 click to play

Pinterest

Twitter

YouTube

Instagram

HOW THIS MIGHT YOUR PLAN LOOK?

1.

FANS FIRST

?

?

?

?

2.

DISCOVERY

(start of Paid)

?

?

?

?

3.

VIDEO ADS

?

?

?

4.

SOCIAL

?)

?

5. STANDARD

ADS

?

?

# NO. – ENSURE YOUR VIDEO IS NOT STAND ALONE CONTENT (AVOID LUGGAGE CREATION)

• MAIN VIDEO

• CREATIVE CUT DOWNS

• RELEVANT AND STANDOUT STILLS

• SEARCH COPY

• POSTS COPY AND LINKS

• OTHER CONTENT TO HELP

• PART OF A CAMPAIGN (KEY CONTENT)

• TELL THE BRAND STORY OR BRAND BENEFITS


SOME VIDEO AD FORMATS FOR FB


CAROUSEL – 10 IMAGES AND OR VIDEO

SLIDE SHOW ADS – (NO VIDEO PRODUCTION!)

CANVAS – MOBILE FULL SCREEN

VIDEO ADS

SOME VIDEO ADS + ENHANCERS FORMATS FOR YOUTUBE


6 second Bumpers – quick + impactful

Youtube Cards

True View – MOBILE

FULL SCREEN

VIDEO ADS

YouTube

Homepage

Take Overs Discovery ads

In-Stream ads

Outstream-Stream Mobile

ads

https://www.youtube.com/channel/UCUA_qA_AK1qLSpIQMztOP4A

https://www.youtube.com/channel/UCUA_qA_AK1qLSpIQMztOP4A

INSTAGRAM FORMATS


INSTAGRAM STORIES 2X MORE ENGAGEMENT

OBJECTIVES

• CREATE AWARENESS (NEW

PRODUCT AND NEW

CATEGORY

• COMMUNICATE PRODUCT

BENEFITS

• INFLUENCE PURCHASE


AMPLIFICATION

• FACEBOOK

• INSTAGRAM

• VOD

PAID PROMOTION ON FB +

INSTA – USE MEDIA AGENCY

FOR HIGHER BUDGET

CAMPAIGNS

RESULTS LEARNINGS

• HIGH REACH

• HIGH ENGAGEMENT

• SHORTER VIDEOS WORK BEST

• OFFER VALUE TO THE CONSUMER (TIPS,

RECIPIES, STATS OF INTEREST

• USE OF INFLUENCERS

• INTEGRATE AS PART OF A BIGGER

CAMPAIGN (OMNICHANNEL)

Parents of children 1-12 prepared to pay a little extra

HOW WOULD YOU AVOID YOUR VIDEO

BEING A STANDALONE?


# NO.6 ; GET YOUR VIDEOS READY FOR AMPLIFICATION INCLUDING

WHERE YOU WANT YOUR CONSUMERS TO GO/DO POST VIEW

1. FIND OUT WHAT YOU CAN AND CAN’T

DO ON THE PLATFORMS YOU INTEND

TO USE (INCLUDING YOUR OWN!)

2. RESEARCH UP TO DATE BEST

PRACTICE TIPS (YOUTUBE AND

FACEBOOK ARE GOOD RESOURCES

FOR THIS)

3. ENSURE THE TIMING OF YOUR VIDEOS

IS APT (RECIPE VIDEOS 20-40

SECONDS ON FB, BUT LONGER FORM

ON YOUTUBE – BUT DON’T EXCEED 2

MINUTES)


HELP GOOGLE HELP YOU GET MORE CONVERSIONS



Help consumers find your video

Use annotations to make your video work harder You have less than 2 seconds for someone to

notice your thumbnail

https://www.youtube.com/watch?v=Oz08mUEG2Rw&list=PLcpoB2VESJmcFgPTj9R84Yly_xwyNmXxI

https://www.youtube.com/watch?v=Oz08mUEG2Rw&list=PLcpoB2VESJmcFgPTj9R84Yly_xwyNmXxI


Jamie Oliver understands Video Strategy (well his team does!)


Make an impact in the first few seconds

The Shorter the better (20 Seconds)

– send them to your site for full recipe or youtube channel

You have less than 2 seconds for someone to

notice your thumbnail

Mobile or Desktop?Subtitles


Irish Retailers soon?

Be Ready to move out of product pages

Into categories, occasions, recipes and more!


#NO.8 ; ONCE LIVE YOU NEED TO OPTIMISE (MAINLY FOR PAID)!

TEST AND LEARN

Overall campaign lift 5.4%.

Video with coloured / recognisable branding had a 16.1% lift whereas the

other individual videos did not show a significant lift.

#9. WHAT KPI’S WOULD YOU PUT AGAINST YOUR VIDEO BASED ON EVERYTHING YOU HAVE SEEN

TODAY?

MARKETING GOAL; AWARENESS CONSIDERATION ACTION/CONVERSION

VIDEO KPI’S VIEWS VIEW-THROUGH RATE CLICKS (sites, content, sales)

IMPRESSIONS WATCH TIME/RATE CALLS

UNIQUE USERS FAVORABILITY LIFT SIGN UPS/SUBCRIPTIONS

AWARENESS LIFT CONSIDERATION LIFT SHARES

VIDEO RECALL LIFT BRAND INTEREST LIFT COMMENTS

FB REACH LIKEABILITY (content) SALES

TWITTER REACH BRAND PERCEPTION PURCHASE INTENT LIFT

YOU TUBE REACH EARNED MEDIA LIKES TRIAL/ EVENT SIGN UPS

BLOGGER TAKE UP


OBJECTIVES CONSIDERATIONS TARGET AUDIENCE OESP MEASUREMENT LEARNINGS

• To create thumb

stopping content

• To increase top of

mind awareness

at key moments

• To enhance the

taste factor and

product usage

occasion

• Limited

distribution

outside of Dublin

• Launched

popcorn to the

product family Jan

2019

• 25-45 year oldsMale/female

• Working professionals

• Like to buy quality Irish brands

• Seek out

experiences

• Website

• FB

• VOD

• You Tube

Can Target well on

these platforms –

less expensive

than TV

• Mainly Reach

as awareness

objective

• VOD & You Tube

performed above

expectations -

outperformed

YouTube benchmarks

• The video we

created for VOD and

You tube we cut

down for FB from 30

seconds to 10

seconds. This did

not work. 10

seconds was far too long

• -We then created

bite size 5 second

videos for social

only and this

increased our reach

and completion rate from 0.01% to 8%

WHAT HAVE WE COVERED TODAY?

1. WHAT ARE YOUR FUTURE OPPORTUNITIES TO EMBRACE?

2. WHAT IS YOUR OBJECTIVE? HOW WILL YOU MEASURE SUCCESS?

3. WHO IS YOUR TARGET AUDIENCE? (WHERE ARE THEY, WHEN, WHAT

CONTENT DO THEY LIKE, WHAT DO THEY LIKE?)

4. UNDERSTAND THE TYPE OF CONTENT YOU NEED OR HAVE CREATED

5. UNDERSTAND YOUR PLATFORMS AND CREATE THE RIGHT FORMATS

6. FOLLOW AN EFFICIENT AMPLIFICATION PROCESS

7. ENSURE YOUR VIDEO IS NOT STAND ALONE CONTENT (AVOID LUGGAGE

CREATION)

8. GET YOUR VIDEOS READY FOR AMPLIFICATION INCLUDING WHERE YOU

WANT YOUR CONSUMERS TO GO/DO POST VIEW

9. ONCE LIVE YOU NEED TO OPTIMISE!

10. YOUR VIDEO AMPLIFICATION BRIEF (OF SORTS!)


VIDEO DISTRIBUTION BORD BIA JANUARY 30th 2019 · Influencers listen to their followers and ask them...

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Transcript of VIDEO DISTRIBUTION BORD BIA JANUARY 30th 2019 · Influencers listen to their followers and ask them...