winning with video
DESCRIPTION
David Dodd discusses the use of video at cScape\'s \'Winners and Losers in a Troubled Economy\' book launch.TRANSCRIPT
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Story
Winning with videoDavid DoddLightweight Media
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Winning with
VIDEO
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Newspapers online - the challenge
• User habits changing fast• New ways of disseminating the news• Advertisers must receive ROI• The answer? Video
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The marketplace
The Guardian The Times The Daily Telegraph The Independent
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The marketplace
guardian.co.uk video Times Online Telegraph TV FT video
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Why video?
Keep advertisersspending
Reinforce the
brandEngage users/
Increase Dwell-time
Keep up with userdemand
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Newspapers online - market leaders
guardian.co.uk
19.7m unique users pcm Consistently most popular quality newspaper site in UK
Telegraph.co.uk
12.3m unique users pcm100% rise since relaunch
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Video - the Telegraph way
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Video - the Telegraph way
795k unique views pcm
(site traffic up 17%)
Mostly own content
Using Telegraph telent
TV Channel style
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Video - the Guardian way
QuickTime™ and aMPEG-4 Video decompressor
are needed to see this picture.
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Video - the Guardian way
Site-wide rollout
Guardian talent in mostly
editorial role
Mostly gathered content
Portal style
1m views pcm and rising
(site traffic up 24%)
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Newspapers+online video: Conclusions
Site traffic holding firm Integrated video is most engaging Utilising personality/talent already available Enforcing brand within content structures the user understands• Proven power of targeted pre-roll advertising
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Summary
Engagement comes through embracing an interactive approach
Video works for advertising: higher recall and ct rates
Video works for users: the best of tv+the best of the internet
Video works for marketers: Easy to demonstrate impact with ct/play rates
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Thank you
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Download book for free at www.winners-and-losers-in-a-troubled-economy.com