Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

September 19, 2013Lindsay Moore | Senior Digital Marketing Strategist | @lindsay_moore

Mid-Atlantic Marketing Summit 2013

Digital Video: Powerful Today, Explosive Tomorrow

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

Digital Video Consumption Trends

Digital Video Marketing & Advertising Trends

2013: The Year Digital Video Became Social

5 Key Strategies for Success

Agenda

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

Digital Video Consumption Trends

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

Digital Video Marketing & Advertising Trends

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

2013: The Year Digital Video Became Social

Launched October 2010 Owned by Facebook 15 seconds 150 million active users 5 million videos posted

in first 24 hours

Launched January 2013 Owned by Twitter 6 seconds 40 million registered

users 5 vines shared every

second on Twitter

Video ad service planned for fall 2013 launch

15 seconds or less

$2 million per day

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

5 Key Strategies for Success

Consider your business goals & decision making process

Remember your audience and consumer behaviors

Create new videos instead of repurposing

Make your videos interactive

Know your channels

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Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

Consider Your Business Goals & Decision Making Process

StorytellingBranding

Direct Response

30 second videos convey complex messages

15 second videos give you better

breakthrough

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

Remember your Audience and Consumer Behaviors

Most customers prefer short videos

Videos and video ads viewed on tablets grab viewers’ attention and get higher CTR’s since tablets are highly personal devices

Most video ads are viewed in primetime, with 49% of all ads watched between Thursday and Saturday, and highest ad completion rates on weekends

Engage early to break through the clutter

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

Create New Videos Instead of Repurposing

It‘s about more than repurposing a 30-second TV spot

Create videos specifically designed to meet your goals

Made for web video creative outperforms repurposed video in terms of aided brand awareness, message association, brand favorability, and purchase intent

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

Make Your Videos Interactive

The share of video ads that are interactive has doubled from last year

Interactive features allow audiences to interact with your ads right in place without clicking through to a landing page

Tailor interactive features to high consideration or low consideration products

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

Know Your Channels

Vine’s brevity inspires creativity for new product features, how-to videos, event invitations, teaser videos

Instagram filters and editing features allow for promotional campaigns, video series, commercial style videos

Video ad calls to action should inspire activities that meet goals

Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore

Digital video consumption is high and increasing

Digital video is a must have for marketers and advertisers

2013 was the year video became social

5 key things to keep in mind for success in 2013 and beyond Consider your business goals and decision making process Remember your audience and consumer behaviors Create new videos instead of repurposing Make your videos interactive Know your channels

Recap