coming into focus. - bloomberg professional services · how to create consistently compelling...
TRANSCRIPT
How to create
consistently
compelling digital
video.
Webinar
Oct. 21, 2015
Coming into focus.
Introductions
2
Griffin HammondSam Thonis
An eye-opening opportunity
Why content matters
3
Secrets of compelling content
Strategies for sharing
Measuring and adjusting
Technologically, video production has never been
easier and yet…digital video remains a deceptively
difficult market to enter
Why content matters
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50% Online video now
accounts for 50% of all mobile
traffic 1
65% of video viewers watch
more than ¾ of a video 2
75% of business executives
watch work-related videos at least
weekly 3
Digital video is a huge
phenomenon.
Why content matters:
+2mins Sites which
include video have on average an
extra two minute dwell time
compared to sites which don’t. 4
1. www.merchantmarketinggroup.com/blog/merchants-2015-digital-marketing-predictions
2. reelnreel.com/10-video-marketing-predictions-2015/
3. images.forbes.com/forbesinsights/StufyPDFs/Video_in_the_Csuite.pdf
4. www.merchantmarketinggroup.com/blog/merchants-2015-digital-marketing-predictions
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“When it comes to production value, consumers are very sophisticated. Whether
they are watching on a website, a mobile device or an over-the-top (OTT)
platform, they expect the same level of quality they get with traditional TV.”
- Video Product Manager, Large Media Company
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Quality includes content and delivery
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Quality includes content and delivery:
• To capture the audience’s
attention digital video must
look good and be delivered in a
seamless fashion with excellent
stream quality.
• High-quality production values
do not always require bigger
budgets.
• Experts in fundamentals like
lighting, camera work and
editing, are more important
than any one piece of
equipment.
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Turn quality into profit.
High quality video content is valuable to
publishers in many ways:
• Video drives user engagement.
• Quality video helps publishers command higher prices
from advertisers and monetize digital video inventory
more effectively.
• Digital video can stand alone or combine with other
content to tell a more comprehensive story.
• The more ways you integrate video, the more
opportunities there are for advertisers to find the
audience they want.
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Secrets of compelling content
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Know your objectives
Before the video footage is shot,
publishers should identify their
strategic objectives:
Traffic?
Engagement?
Monetization?
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What’s your story?
When telling your story:
Digital video should always
provide visual value
Narrative drive should always be
top of mind.
Character-driven digital video
ensures narrative structure.
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A subscription to the Bloomberg News Service provides
indispensable business and finance source material and
ready-to-publish stories that keep you fully covered
Common narrative mistakes
No talking heads
Mix b-roll footage, title cards, voiceover narration and graphics to keep the story
rolling.
Short but not shallow
Clips in the one-minute to 90-second range are ideal for digital delivery, but need
to provide valuable information. Going for depth on fewer topics is more effective.
Be mindful of time
Find the balance between more thoughtful, creative stories and quick-turn pieces
that gain viewership through speed to market.
Know the audience
Publishers will typically find more success by pursuing a smaller segment of the
audience with well-defined interests, behaviors and demographic traits.
Plan the delivery
There are many ways to experience digital video. Where the content ends up
affects story structure. Shorter videos work better on social media. Longer
narrative work better as VOD. Video with a longer article can rely more on quotes
and sound bite.
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Technical QualitySets Camera work Sound
Talent Lighting Editing
Graphics/effects
Narrative StructureEmotional hook Characters Beginning-middle-end
Thematic elements Detail/depth
Seamless DeliveryTranscoding Streaming Video player module
Compelling video checklist
What makes one video more watchable than the next? It all comes down to three critical areas.
3 things to remember…
1 Think Visually
• If a solid story is in place, publishers can bring it to life through visuals.
• The quality of original footage of an event or personality will determine how many “extra” visuals are necessary.
• License high-quality content from a trusted partner to fill the gaps in a story and enhance visual variety.
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3 things to remember…
2 Staff Appropriately
• Publishers committed to developing digital video content in-house should consider how large a staff is required.
• Bringing in freelance videographers, editors, and production houses is common.
• Another tactic is hiring “jack of trades” professionals who have experience in more than one area – directing, producing
and editing.
• Cloud-based, collaborative services, such as Wochit, offer a way for new entrants to begin producing video content and
testing without acquiring a lot of production equipment. They simplify the process of selecting licensed content, creating a
storyboard and editing the footage with voiceover into a seamless clip.
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3 things to remember…
3 News stands apart
• While News audience expectations for image quality may be lower, expectations for speed to market are much higher.
• With a laptop and basic editing software, content creators can create videos from a truck or even a coffee shop.
• A growing number of sites and apps are available to live streaming including Snappy TV. Live streams are delivered via
HTTPS an are automatically converted in to 5 and 10 second chunks that can be repurposed for VOD or social sharing
almost immediately.
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1 Break up a talking head segment or interview
2 Show locations that would be too expensive to shoot
3 Add depth on a topic, market or industry
4 Fill visual gaps in a story
5 Provide background for voiceover narration
6 Smooth out transitions between topics
7 Hide edits of unwanted shots
7 ways to use licensed video content
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Strategies for sharing
Share. Share. Share.
Digital video is its own entity
Digital-first content is highly conducive to sharing across multiple platforms including the publisher’s site, partner sites, and
third-party sites like YouTube and social media sites.
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Share. Share. Share.
Create content bundles
Combining video content with other content from the site, such as news stories, photos, graphics, reports, analysis and data,
can create a package that can be syndicated by others looking to complement their own offering.
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Share. Share. Share.
Optimize for search
Search Engine Optimization (SEO) involves tailoring digital video content so that it gets listed earlier and more frequently in
search engine results.
Some basic SEO steps include:
• Embedding links to the original site in the video’s description box
• Adding select targeted keywords to the description
• Take advantage of closed captioning
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Measuring andadjusting
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Quality includes content and delivery
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Which KPIs Matter?
Key performance indicators
relevant to digital video include:
• The number unique viewers
• The number of video streams
• Streams per Unique Viewer is
the best measure of
engagement.
• Average minutes watched and
minutes per video
The percentage of overall site
unique viewers watching video
indicates how effectively you are
promoting video on your own
properties.
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Content drives engagement
• Premium video packages in
technology, automotive,
luxury and more
• Topical and regional video
content updated throughout
the day
• Sound bites and complete
interviews
• Broadcast-quality production
values, complete with in-depth
charts and graphs
• Footage including skylines,
time-lapse clips, event shots,
product shots and more
• Video delivery via Media
Source, a new web destination
for Bloomberg’s award-
winning visual content
• Live TV programming that
gives viewers access to the
top CEOs, investors, analysts
and businesspeople making
news
• Additional offerings in news,
photos and market data
The Bloomberg Content Service provides high-quality digital video content that
publishers can rely on to attract target audiences, deepen engagement and grow
online traffic.
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Questions?
Thank You!
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