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THEPRO-WEBADVERTISINGHANDBOOK

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What’is wrong with video advertising on the web?

“If web video is supposed to be the future of advertising, then why does everything online look so bad?”Because it’s produced to a lower standard. Pro-Web video is the answer.

“It’s in a little flash video window, on a computer. Will people really pay attention?”If the content engages, they’ll pay attention longer... and share it with friends.

“Let’s stick to what we know. Sure it’s expensive, but TV reaches the biggest audience... doesn’t it?”Pro-Web ads deliver quality impressions to a targeted, trackable audience... a better audience.

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The Pro-Web Premise

By bringing broadcast quality production value to web video advertising, we create compelling, episodic storyline content, cementing the connection between an already intriguedconsumer and a product.

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THE PRO-WEB OBJECTIVEWe know consumers are increasingly using the web to inform their purchase decisions. Virtually limitless information is available online, but it can quickly become confusing.

The consumer is looking for a brand to make its case, empirically and emotionally.

Pro-Web Video Advertising is the answer. We use familiar storytelling techniques, blending narrative with non-scripted, to address viewers’ questions and focus their desires. The consumer who goes online to learn about a product may be initially skeptical, but they’re ready to be convinced.

The Pro-Web approach is the Convincer.

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THE PRO-WEB METHODLuminary Films and its directors have taken years of experience producing broadcast quality commercials, and adapted it for efficient Pro-Web Production.

From creative conceptualization through execution and delivery -- we use smaller crews, innovative camera techniques, real people interviews, hi-energy postproduction -- all in service of presenting a brand’s unique storyline, fast paced yet confidently in-depth.

The highest level Pro-Web video ad story, right there on the company website and social media sites, where additional information is available on how to purchase. Videos ready to be embedded by brand enthusiasts in blogs, facebook, Twitter, etc., spreading the word.

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The Challenge:

To show savvy truck consumers that a smart, powerful V-6 engine will thrive in the full-size pickup truck market, where V-8 engines have always ruled.

To cement Ford F-150’s reputation as the toughest and most technologically advanced truck there is, anywhere.

To raise eyebrows, to thrill the senses, to inspire loyalty.

In short, to Convince. In 6 episodes, released consecutively,each one 3 minutes in length...

CASE STUDY:FORD F-150 ECOBOOSTTORTURE TEST

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The Take-Away:

EcoBoost Engine 448AA becomes a character on an incredible journey, a heroic protagonist.

We follow it across the continent, interacting with Ford engineers describing the engine’s capabilities, and watchingreal working men and racing men marvel at its performance.

The entire multi-episode story arc shot and cut with an aggressive, energetic, visually dramatic style that appeals to the buyer demographic.

We root for the EcoBoost engine to pass all its tests, and we share in its victories. Case closed.

EXCEPT FOR THE ALL IMPORTANT QUESTIONS...

CASE STUDY:FORD F-150 ECOBOOSTTORTURE TEST

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HOW DID THE PRO WEB TORTURE TEST SERIES PERFORM ONLINE?

AND.. DID IT HELP SELL MORE TRUCKS???

CASE STUDY:FORD F-150 ECOBOOSTTORTURE TEST

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The Results Data:

The Torture Test Series handily exceeded all objectives:

Total views reached 2.5 million in the first six months and 3.7 million in first 11 months. Video viewing time averaged 2:15 in length for each episode.

Video views were evenly split between Ford.com and “off site” views -- press and truck enthusiasts “shared” the series to other sites, spreading the audience organically.

After Torture Test debuted, Ford website “Build & Price” for new F-150s skyrocketed by 11X, to an average of 235,00 per month.

EcoBoost engines reached 41% of the sales mix in the first 8 months of release, “turning” out of dealer showrooms on a 13 day average, half as long as other F-150 offerings.

Torture Test online performance was so stellar, the entire series crossed over to broadcast as a 20 minute programming block, solicited by NBC as part of their Baja race coverage.

Ford reaffirmed as the industry innovation leader, and established expertise in building more fuel efficient trucks -- a key element for future growth within the segment.

CASE STUDY:FORD F-150 ECOBOOSTTORTURE TEST

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Now more than ever, the successful online narrative is about the bond between the product and the consumer. In the social media age, viewers want to see pieces of themselves reflected in the people and stories onscreen.

The Pro-Web approach finds the right demographic consumers to profile, and engages them in natural, meaningful dialogue about who they are and why they value their relationship with the product.

It’s the ultimate peer-to-peer experience, brought to life...

PRO-WEB: THE HUMAN ELEMENT

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The beauty of online advertising is interactivity with interested consumers, trackability of impressions, on-demand access.

The ugliness is usually the nature of the advertising content itself. It’s like giving a loaded race car to a Sunday driver.

Luminary Films knows how to drive in the Pro-Web lane from start to finish. Working with a brand to craft a storyline that fits its demographic objectives, and produce superior quality content that will engage and convince the targeted consumer.

Let’s discuss bringing Pro Web Advertising to your brand...

PRO-WEB: SUMMARY