AMA/Aquent: Visual Storytelling: How Brands Use the Power of Video
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AMA/Aquent: Visual Storytelling: How Brands Use the Power of Video

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In the past few years, it has become significantly easier to distribute video on the Internet. As a result, brands can struggle to grab the attention of their target audience. ...

In the past few years, it has become significantly easier to distribute video on the Internet. As a result, brands can struggle to grab the attention of their target audience.

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  • 1. The Power of Video Arestia Rosenberg Senior Content Producer, Hill Holliday Co-founder, Boston Content
  • 2. Former Hollywood Hack. Wanna-be Indiana Jones. Community Idealist. Professional Storyteller. Not photogenic.
  • 3. why make videos? what makes a video great? what should we make? how do we make it? how do we measure it? what do you make?
  • 4. what do you make?
  • 5. con tent any marketing execution that consumers choose to spend time with.
  • 6. why make videos?
  • 7. Inspire. Laugh. Do.
  • 8. 83% of human learning is visual Source: hp.com/large/ipg/assets/bus-solutions/power-of-visual-communication.pdf 40% of people will respond better to visual information than plain text. Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx
  • 9. News publishers tripled their video content. Retail and Automotive advertisers quadrupled programmatic video spending. Source: http://ssl.gstatic.com/think/docs/video-advertising-momentum-infographic_infographics.pdf 2 of 5 video ads are from advertisers new to digital video.
  • 10. more people correctly remembered ad details when exposed to an ad across 4 platforms as compared to TV only. Source: http://www.thinkwithgoogle.com/statistics/the-power-of-online-video.html decrease in accidents and deaths as compared to the previous year after Australian Metro’s “Dumb Ways to Die” Video. Source: http://returnonx.com/dumb-ways-to-die-successfully-keeps-many-alive/ 21% 17%
  • 11. YouTube reaches more 18-34 year-olds than any cable network 18-34 year-olds choose brands 2x more strongly when brands engage them on their passions and interests vs. grab their attention with a one-off viral video Source: http://www.thinkwithgoogle.com/research-studies/youtube-insights-stats-data-trends-vol4.html YouTube reaches 6x more 18-34 year-olds than Top 5 full-episode- players combined.
  • 12. 40% of the top 1,000 shared Instagram videos are posted by brands. Source: http://returnonx.com/40-percent-of-top-1000-most-shared-instagram-videos-are- posted-by-brands-and-instagram-users-want-their-mtv/
  • 13. Mobile engagement rocketed by 265.7% in 2013. Source: http://returnonx.com/40-percent-of-top-1000-most-shared-instagram-videos-are- posted-by-brands-and-instagram-users-want-their-mtv/
  • 14. what makes a video great?
  • 15. Characters/People we’re emotionally invested in. A hurdle, a journey, a challenge A goal, a reward, the payoff.
  • 16. EMOTION
  • 17. Popular theme/instant connection.
  • 18. Heartstrings.
  • 19. Laughter.
  • 20. Nostalgia.
  • 21. Wow factor.
  • 22. WTF.
  • 23. Unexpected.
  • 24. oh yeah... and “make it viral.” https://www.google.com/url? sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CDEQFjAC&url=https%3A%2F%2Fmarketing.wharton.upenn.edu%2Ffiles -EWLwSzSHzuP9vgkhDpPQ&bvm=bv.68911936,d.cWc&cad=rja Download science-y stuff here!
  • 25. great, but what should we make?
  • 26. wouldn’t it be cool to do we have the right tox
  • 27. and how do we make it?
  • 28. Hire production partners. Make it in house. Curate it.
  • 29. measurement: think about it.
  • 30. You need video. You need sticky videos. You need videos that are yours.
  • 31. thank you. @arestiaR