Eyeview Pitcha Kucha: "The Future of Online Video Creativity"
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Advances in online video technology are opening the floodgates to new levels of creativity in online video advertising. Oren Harnevo, CEO of Eyeview, the leading personalized video technology provider, will lay out a vision for the future of digital video storytelling and how technology is enabling creative directors to rethink their approach to -- and the potential of -- online video advertising. Presenter: Oren Harnevo, CEO, Eyeview
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Eyeview Pitcha Kucha: "The Future of Online Video Creativity"
- 2. At Eyeview, We Help Brands Tell Better Video Stories
- 3. Brands Pre-roll Viral Mobile In-banner ConnectedTV
- 4. Brands
- 5. Customer Use Case 19 Markets Over 50 Dealers 5 Messages for different demos
- 6. Eyeview Technology Hundreds of videos
- 7. The Mazda Story The One TV Ad Sports Enthusiastic in San Francisco Mother in St. Louis
- 8. The Mazda Story The One TV Ad Sports Enthusiastic in San Francisco Mother in St. Louis
- 9. Personalization Works 73% lift in brand loyalty UPPER FUNNEL Brand 100% lift in brand favorability MID FUNNEL 37% lift in purchase intent Engagement & Consideration 30% lift in sales LOWER FUNNEL Purchase & Intent
- 10. Personalize, qualified audience data 1st Party Data 3rd Party Vendors Behaviour Targeted Location Time of day Contextual Retargeted
- 11. Personalized, quality creative Videos, Images, text, audio, music, link Brand’s Information – Products, Promotions, Coupons and website Eyeview Feeds Technology – Weather, Tickets, Fuel Prices Social Feeds – Twits, Wall Post, Facebook Data
- 12. What’s Next In Video Creative? Behaviorally Targeted Creative Personalize Branded Video Experience on Facebook TV Production is starting to Include Digital Digital Creative Shops Are Starting to Get Engaged
- 13. It’s about the Video Creative Don’t just reuse the ‘One TV ad’
- 14. The Brands are on board
Editor's Notes
- Hi Everyone, I'm Oren Harnevo, co-founder and CEO of Eyeview. At Eyeview, we help brands tell better video stories. And what that means is that wherever brands are using video advertising to engage their audience, we help them make those video story more personal, relevant and effective.transition - To understand why brands need a service such as ours, we need to understand the problem we solve. And that problem starts with how video ads are being created today.Transition - Today, almost all video ads today are made for tv.
- This is what we call THE ONE AD.And that same one ad is being shown to everyone.Now that we have digital video - that ONE AD gets reused at the exact same way.And that's a shame because we have been getting so smart over the years with digital advertising. We know audience -who they are, interests, location, buying history. We know the context in which ads are servedWe have brand info - the brands are use to providing so many different messages to their different audience. But we still use the same one ad. Why? Expensive,, Habit - 80 year old, lack of TechnologyTransition...Eyeview solves that problem.We created a unique technology that enables brands
- Transition...To provide a different message for each and every viewer across every all devices.Let's show you an example of how that works
- 19 markets – Tri state, North west…50 Dealer – test drive, prices5 messages – safety, fuel efficiency, power
- (show the solution slide)Using Eyeview's unique technology, in very simple easy steps, we were able to creates 100s of different stories for different audience segments, locations and offers. And made sure each user would receive the right story.
- Sports enthusiasts from San Francisco Mom from St Louis.The voice over is going to be from the middle ad
- (after sample)So in these 100s of permutations, we have implemented different videos of the car and engine, different textual offers and a map to the local dealer. EVERYTHING IS SUPER HIGH QUALITY, that fits the medium.Transition –We're not only making this possible we also making the campaigns substantially (more effective)
- ….more effective.We have ran panels, surveys and have even checked actual sales implications and are seeing great results all across the funnel.Especially in brand favorability and post impression activity.And we are very proud that many of our researches have been published in these great publications
- Time of day – food menu, countdown to showContextual – (for ticket selling brand) if football match than show football ticketRetargeting – bestbuy product
- What can we add into the video?
- After running quite a few campaigns with our unique technology and seeing how creative minds and brands are thinking about it, we're starting to see cool trends.First, we feel that behavior targeting data is the best way to do video advertising right now. Facebook brand experience – an ad with your friends liking that brand or even with your and your friends’ photos Facebook
- Video advertising is all about a user focused on sight, sound and motion for 30 seconds. At that time – he is focused and tuned in.It’s all about the creative – much more than in display or search. That’s why CPM are higherDon’t just reuse the TV ad, make your story better