Video In the Digital EcosystemThom Clark – Digital Performance 2016@_Thom_Clark

Talking Points

Using Video to IncreaseAudience, Engagement,

and Sales

Winning the Moments that Matter

TV and Digital Together

The way we consume content is changing

Source: BARB, 2013, average viewing time per day in the UK. eMarketer, March 2014

3 hours 41 mins

3 hours 52 mins

Source: Internet Trends 2014 – Code Conference, Mary Meeker, May 28 2014.

%  of  T

otal  M

edia  Con

sumption  Time  or  

Adv

ertis

ing  Sp

ending

 

Opportunity  for  brands  

 

Consumers  are  ahead  of  brands  

start shopping on one device and continue

on another

67%    

The  path-­‐to-­‐purchase  is  complex  

Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013

Real  estate  is  shrinking  

Talking Points

Winning the Moments that Matter

TV and Digital TogetherUsing Video to IncreaseAudience, Engagement,

and Sales

Digital Brand Ecosystem

ONLINE STORE

PARTNER CONTENT

UGC

PPC

PR

TV

RADIO

OOH PRINT

SPONS

DISPLAY

PAID SOCIAL

AFFILIATES

MOBILE

SEO

EVENTS SPONS BRAND PSHIPS

DESKTOP SITE

MOBILE SITE

FB INSTA

YT TW

DM

MAG

EMAIL

G+

MOBILE APP

LIVE CHAT

CALL

EMAIL

ONLINE FORM

SOCIAL HELPDESK

PRIVATE MESSAGE

PIN

Content Strategy

Media Strategy

Consider

What is the Role? What are the KPI’s? What is the Value to the business?

Prioritise Investment

Growing Opportunities

NUMBER  OF  PLATFORMS  

NUMBE

R  OF  CO

MMER

ICAL  

OPP

ORT

UNITIES  

ADVERTS  ARE  DISPLAYED  DIFFERENTLY  

Is  advertising  content  satisfying  consumers?  

62%  found  ads  on  VOD  services  annoying  and  

65%  would  block  them  

Consumers  don’t  mind  watching  adverts  to  get  free  content  

Source:  Nielson  –  2015  Q3  Survey  –  30,000  online  consumers  in  61  countires  

66%  most  adverts  on  VOD  

were  not  relevant  to  them  

Format Favorability

Source:  Millward  Brown  /  Ad  Reaction  report  2016  Q:  How  would  you  characterize  your  attitude  towards  the  following  formats  of  online  video  advertising?  

Negative   Positive  

Video Experience Framework

SHORT  FORM  /  SOUND  OFF  

LONG  FORM  /  SOUND  ON  

CONTENT  CONSUMPTION  

PULL   PUSH  

ADVER

T  DEL

IVER

Y  

ORIGINAL  CONTENT   PRE-­‐ROLL  

FEED  I  WANT  TO  KNOW  

WEBSITE  VIDEOS  

ONLINE  CELEBRITY  VIDEOS  

MINI  SERIES  

TUTORIAL  

USER  REVIEWS  

EXPERT  REVIEWS  

BROADCASTER  VOD  

NETWORK  VOD  

TRUE  VIEW  

YOUTUBE  PREFFERED  INFLUENCERS   ENG

AGEM

ENTR

EAC

H

Org

anic

Upl

ift

Web  Ads  

Content  For  Web  

Video  ad  Photo  ad   Mobile  Install  Ad  Link  Ad  BRAND DR   DR  BRAND

Unskippable  &  1st  Position   Shoppable  BRAND

Bumper   TrueView  (Skippable)  

DR  

Engagemen

t  BRAND

understand  digital  consumer  journeys  

Drive Measurable Results

Goals  

Tools  

Talking Points

TV and Digital TogetherUsing Video to IncreaseAudience, Engagement,

and Sales

Winning the Moments that Matter

You Understand

Your Customers Great Stories What Works

Media  Partner  Data  Facebook Category & Interest Targeting is based on data collected from your profile, including such attributes as:

Demographics

Location

Interests and Connections

Google Category & Interest Targeting is based on data collected from Logged in users and cookies

Demographics

Location

Interests and Connections

Find  people  you  already  know  

Current customers

Promote your products or services across platform

Data you own

Man 30–34 Woman 18–24

People who visited your website or

mobile app

Find  people  who  are  similar  to  the  people  you  know  

 He’s in the market for a car insurance

She recently purchased

And these people are just like him

And these people are just like her

Fans of your Page

Data you own

Your Custom Audience

Matched targets

Email addresses Phone numbers, iOS IDFAs

Facebook User IDs, App User IDs

People you know Direct or through third-party

People from your website People from your mobile app

Lookalikes

People you know

Custom  Audiences  Reach  your  specific  customers  or  prospects  at  scale  

2/4/14

Drive  consideration  and  affinity  after  capturing  attention  

Drive Measurable Results

Goals  

Tools  

Talking Points

Winning the Moments that Matter

Using Video to IncreaseAudience, Engagement,

and Sales

TV and Digital Together

AV Stack

WORK IN PROGRESS

Screen Planner gives a full routing through all relevant CCS planner screens plus a new TV + Online Video mix analysis

CCS  PLANNER  

Optimize  cross-­‐screen  investment  using  single  source  panel  data  

INTEGRATED  REACH  CURVE  

GMP data to calibrate CCS reach curves

What is the value of the social feed?

Awareness  Awareness  

Consideration  

Intent  

Purchase  

Utilising the Consumer Journey

Brand  

DR  

Nearly  half  (46%)  of  all  video  plays  in  Q4  2015  were  on  tablets  and  smartphones.  

Source:  OOYALA  GLOBAL  VIDEO  INDEX  Q4  2015  

Key Takeaways

Make content that’s contextually relevant for

your audience

Understand the role of each channel, platform, and “moment” in your

ecosystem

Understand the value of your content, format, and platforms and how you’ll

measure them

Thank You

www.iProspect.com