The Australian Centre of the Moving Image (ACMI) was the perfect location for Melbourne's The Future is Video event, with the history of Australian video set as the backdrop for the panel discussion. This event brought together some of Australia’s leading brands who discussed how they are turning to video to tell their brand stories, cutting through the cluttered online space with engaging and emotional video content. Video ad technology company, Unruly, was also present to focus on the final piece of the video content puzzle: distribution. Get insights from the panel of video content experts with key takeaways from the event.

1. #thefutureisvideomelb
THE FUTURE IS VIDEO:
MELBOURNE WRAP UP
Hosted at The Cube
Australian Centre for the Moving Image
Thursday, July 23, 2015

2. IN THE AGE OF ‘CONTENT SHOCK’,
BRANDS ARE CHALLENGED TO
CUT THROUGH THE CLUTTER
WITH INCREDIBLE STORIES.
Video presents a unique opportunity to reach
out to an audience and connect with them
emotionally. King Content hosted The Future
is Video event in Melbourne, where some of
Australia’s best content marketers discussed
the importance of video in a content strategy.
The key takeaways from the event prove that
that video has a starring role to play in the
future of content marketing.
IT’S TIME YOU GOT STARTED.
60+ATTENDEES,
INCLUDING:
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3. CHRIS MAXWELL
Partnerships, Experiential, Digital & Media,
Carlton & United Breweries
LANCE TRAORE
Managing Director Australia & New Zealand,
Unruly
CHRISTOPHE EYMERY
Head of Digital,
L’Oréal Australia & New Zealand
CHRISTIE POULOS
Global Head Of Video,
King Content
SPEAKERS:
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4. Finding an idea that
transcends formats is key to
effectiveness across channels.
– CHRISTIE POULOS,
KING CONTENT
“
”
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5. IT STARTS WITH A GREAT IDEA
A video idea should align with the rest of
your content, including personas, pillars and
tone of voice. That idea should permeate
every aspect of your strategy. But is that
idea good enough?
There’s a big difference between content
and good content. Entertainment has to
be top of mind if you want to make good
content.
Entertainment doesn’t have to mean
funny. Strong emotions on either end of
the spectrum produce successful results
for video.
VIDEO ON
MY BUDGET?
Great idea
+Production values that
align with your brand
=Video
success
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6. Your duty in the marketplace
is to educate consumers. It’s
your responsibility as a brand
to educate. If you don’t, you are
missing out on the opportunity
to be a leader.
– CHRISTOPHE EYMERY,
L’ORÉAL AUSTRALIA & NEW ZEALAND
”
“
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7. EDUCATING YOUR AUDIENCE IS PARAMOUNT
The average human attention span has dropped to eight
seconds. Video presents an opportunity for brands to
capture the attention of viewers and pass on knowledge
and information in a visually stimulating way.
We know that when people are
emotionally engaged, they’re
going to remember.
– CHRIS MAXWELL,
CARLTON & UNITED BREWERIES
“
”
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8. EMOTION DRIVES ENGAGEMENT
85%of thinking is below cognitive level. As
we consume content, our subconscious
influences our reaction more than we care
to recognise.
Brands that create inspiring and emotionally
captivating video content are a step ahead
of the competition. People who watch and
share video are 30% more likely to talk to their
friends and family about it, so it’s clear that
video is a powerful medium to build brand
awareness and trust with your audience.
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9. If the consumer likes the
content, they’re going to like
and share it. It doesn’t really
matter if there’s a brand
behind it.
– LANCE TRAORE,
UNRULY
”
“
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10. BRANDED CONTENT IS STILL
SHAREABLE
People hate ads, but they love
branded content. Think of your
favourite online video – there’s
probably a brand behind it.
Research conducted by Unruly
reveals that people don’t really care
if a video is branded as long as it’s
engaging.
SO GET YOUR BRAND IN
THERE!
THE THREE
ELEMENTS OF
VIDEO SUCCESS
1. Creativity
2. Branding
3. Distribution
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11. Find out more about King Content’s end-to-end video
strategy and production services and register your
interest in our video marketing ebook.