Building Online Video Ad Strategies Customers Want to Buy

Online Video Ad Strategies Brands Want to Buy
Rob Davis, Ogilvy
@robertjohndavis

Over the next 45 minutes we are going to discuss strategy and what we can do to make brands happy.

Is this really happening?
Yes... and brands want it.

Brands see news like this…
“ 31 billion videos viewed per month in the US.” comScore, April 2010
… .and ask their agencies what it means.

There is still skepticism…
… we often hear:

“ Only kids watch online video...”

“ Only kids watch online video...”
Video viewing is growing in all age groups. Pew Internet, July 2009

* PewInternet, July 2009 Viewing growth by age group

“ I’m more interested in social media.”

“ I’m more interested in social media.”
62% of adult Internet users watch video sharing sites. 46% of Internet users engage in social media networks. Pew Internet, July 2009

“ Pre-roll is ‘experimental’, right?”
Pre-roll ads reach more than half the total video audience. comScore, April 2010

“ Search isn’t important for video...”
YouTube processes 1 billion more searches per month than Yahoo! comScore, April 2010

Everything Is
Changing

It is not necessary to change.

It is not necessary to change.
Survival is not mandatory.
Dr. W. Edwards Deming

Change has happened without the permission of the traditional media.

Movies, free TV, cable TV... there have always been gatekeepers and rules of audience engagement.
The Internet changed 50-100 year old rules.

1890’s: Lumière brothers project movies in public spaces, charge admission.

1920’s: Radio proves people will pay for a device to receive content supported by ads.

1920’s: Radio proves people will pay for a device to receive content supported by ads.
1950’s: Cable TV starts in eastern Pennsylvania coal towns, proves people will buy a device and pay to receive ad supported content on it.

We know all about TV today…
We measure it...
We schedule the business...
We have TCA Press Tours...
We have the Upfront...
We have seasons and sweeps...
We package and deliver...

The way we buy and sell TV is antithetical to how people use online video.

Internet video has grown to massive importance, partly because nobody messed with it.

When we sell it, we risk messing with it.
So we need to be careful.

If we squander the opportunities interactivity offers and try to make the web into TV 2.0, we will have failed to seize the most dynamic marketing device of our time.

"Users are smart at determining value. They don't know it, they just do it."
Daniel Dulitz, Search Engineer at Google

New Ways
To Achieve
An Old Goal

Sell or else…

Brands want us (agencies, vendors and publishers) to help them ideate ways to sell in the new reality.

Start with the basics, what can interactive video deliver?
Awareness
Engagement
Conversion
... starting to sound like a sales funnel

Video can perform throughout the sales funnel.
Awareness Evaluation Engagement Conversion Loyalty

How do we know where a specific video aligns with the funnel?
Awareness Evaluation Engagement Conversion Loyalty

The first question to ask:
“ What is the desired Post Play Interaction (PPI)?”

After starting a video (pre-roll or content), we can encourage the user to:
Just watch and enjoy
Interact in-page
Click trough to engage
Purchase
Share
Post-Play Interaction TM (PPI): The next click after “play” is the most important.

Awareness Evaluation Engagement Conversion Loyalty PPI Aligns with the Funnel
Just watch and enjoy
Interact in-page
Click trough to engage
Purchase
Share

Organic Content Distribution/Social
VSEO/Organic
SEM/VSEM
Email
Pre-roll/Post-roll
Display/Rich banner
Blogger Outreach
Influencer Realtionship Management
Advocate Activation
What Are Some Elements Of A Video Campaign?

Fly Paper VSEO

Fly Paper VSEO
#1 organic search spot
20 of the top 20
Total domination
snapshot 8/14/09
Yahoo Video Search Search for “collaboration software”

Mini Docs

Crunch

The 360 Play - Capri Sun Online Advertising Syndicated Content Traveling Mobile Tour TV/Viral On-Pack

Potholes,
Pitfalls &
Practicalities

Lack of technical standards.

Lack of measurement standards.

The word “viral.”

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Building Online Video Ad Strategies Customers Want to Buy

by Brightcove on May 11, 2010

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Building Online Video Ad Strategies Customers Want to Buy — Presentation Transcript