IAB Presentation: 5 Ways to Use Video In Real TimePresentation Transcript
5 Waysto Use Video in Real Time
#1 Plan for Real Time
How MercedesBenz did it The Campaign:• X Factor’s TV audience influenced TV creative inreal time via a social platform• Social video winner went live alongside TV versionThe Result:• #YouDrive trended organically on Twitter• 40% increase visitors to Mercedes’ site• 82% of business leads came from new prospects• Mercedes lowered the age of its prospectsThe Lessons:• Brands need a distributed strategy, reaching outwith relevant content where prospects arealready spending their time• Young adults spent 5 minutes interacting withthe content because it followed the principlesof long-form entertainment, providingplot, character and conflict• Engagement works as a discernible mechanismto directly drive sales
#2 Budget for Real Time
Day 2: The Viral PeakDid You know?Sharing trends:200 most shared branded videos of 2012Source: Unruly Viral Video Chart• 10% of the shares occur on day 2• 25% of shares occur in the first 3 days• 50% of shares occur in the first 3 weeks
#3 Create Content in Real Time
Are YouUsing Vine?
#4 Optimize in Real Time
How Nissan jukedid it
#5 Identify Trends in Real Time
Are youtooled up?
Go Long for Real Time Success“Brands often don’t realize how much viable content existsin their organizations and how, with a little, ingenuity, it canbe repurposed, reformatted, recut or recombined toincredible effect with minimal budget outlay.”“Too often in the rush to real time, you forget the strategicreasons your brand implemented a digital strategy in thefirst place.”
Thanks for listening,www.unrulymedia.comwww.unrulymedia.com/insightWinner Best ContentDistribution ServiceWinner DigitalInnovator of the YearWinner 2012 DigitalInnovation AwardDevra PrywesMarketing Director, Americasdevra@unrulymedia.com