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TRANSCRIPT
REINVENTING VIDEO ADVERTISING
Video Advertising tra Mobile,
Contesti e Creatività
Interattive: la Qualità Conta
Dario Caiazzo Managing Director, Teads
Italy
Alicia Lubrani Head of Marketing Communication Samsung
Money follow eyeball
% di tempo speso sui diversi Media vs. % di Spesa Pubblicitaria in
USA nel 2015
4%
13%
36%
22% 25%
16%
10%
39%
23%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Print Radio TV Internet Mobile
Tempo Speso
Spesa Pubblicitaria
Totale Internet
Advertising = $60B
Di cui Mobile =
$21B
∼$22B Opportunità
in USA
MISURABILITÀ SISTEMI
OPERATIVI DATI INTRUSIVITÀ
Perchè esiste questo gap?
Creatività
FORMATI CONTENT
STORYTELLING
Formati e creatività
80% degli annunci
video distribuiti sul mobile
sono in realtà spot tv
riproposti, che portano un
basso livello di completion
rate e una scarsa efficacia
della pubblicità.
Source: Moat Industry benchmarks cross- screen, Q2 2015 and Q2 2016
80% delle persone
guarda video su mobile
in audio off
Il telefono è muto
Interactive videos get 4x higher brand recall
compared to non-interactive videos
Source: Moat Industry benchmarks cross- screen, Q2 2015 and Q2 2016
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Our Challenge
Launch Gear 360 on the Italian Millennials, making it perceived not for pros only.
Positioning
Immersive 360° camera with audio-video and foto footage
For easy, daily use
360° CAMERA Rich, complete 360° view, bright, vivid and crisp even in low light
360° CONVENIENCE Designed for freedom of movement, indoor & outdoor
360° CONNECTIVITY Easy to connect, edit and share
An easy-to-use product for an immersive experience to share
Italian Millennials are passionate about sharing pics, especially selfie
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Captures & shares daily life regularly
Tech Savvy
Experience Focus
Community Focus
Fashion and cool trends addict
Target
Sharing a selfie is not enough to share my experiences and emotions.
Insight
4
We want to launch Gear 360 as THE ULTIMATE DIGITAL TREND
The Strategy
Gear 360 enables Millennials to share
not only a flat image of their world,
but an experience-centric, emotional,
exciting world.
The idea
Your world is not flat, it is #roundie
Results TEADS – InRead 360
DESKTOP • Impressions 1.3M / Clicks 19k • CTR 1,45% • Completed View Rate 69,5% • Swipe on video 313k MOBILE • Impressions 1.3M / Clicks 20k • CTR 1,47% • Completed View Rate 67,3% • Swipe on video 506k Average total time spent on video: 18’’ (30’’ video)
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VIDEO 360° DI INFLUENCER CON FOCUS SUI
MILLENNIALS E SULLE LORO PASSIONI
TUTORIAL DI PRODOTTO
#Roundie EMOTICONS
\
PRIMO CORTOMETRAGGIO GIRATO CON Gear 360 (WIP)
Gear 360 PLACEMENT
Results SELL-OUT 1.200 Gear 360 sold (from 10 June until now). #Roundie MENTIONS • 30K #roundie mentions • 7.3K #Gear360 mentions
INSTAGRAM • 2.8K likes
FACEBOOK • 22 MIO FB impressions • 5.9 MIO people reached • 2.582 MIO video views • 50.4K interactions
YOUTUBE • 4 MIO 360° campaign
video views
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