IAB How to Build Brands Online event - Video - Nick Higgins, Innovid

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With the increase of new creative formats and rich media options, marketers are seeing the potential of online and mobile marketing as an efficient and cost effective tool for building brands. On 25 July, attendees learned how to use the key digital elements to build your brand online.

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IAB How to Build Brands Online event - Video - Nick Higgins, Innovid

  1. 1. Building Brands Online: Interactive Video The New Normal Nick Higgins
  2. 2. TV Interactive Pre-Roll Pre-Roll
  3. 3. Source: Cisco, Visual Networking Index Highlight Forecast, 2012 Australian’s Consume A Lot of Video! % of internet trafficMonthly minutes of Video (Billions) Australian Consumer Internet Video Traffic
  4. 4. Online Video Works 0 0.2 0.4 0.6 0.8 1 ONLINE VIDEO RICH MEDIA SIMPLE FLASH Source: Dynamic Logic MarketNorms: past 3 years to Q2 2012 - Base sizes: Online video (16^) Rich Media (630) Simple flash (85) Impact on purchase intent, freq = 1
  5. 5. Interactivity Interactive Video Elements Are Attention- grabbing, Which Promotes Breakthrough and Supports Awareness Building Goals 3.0% 1.3% 0.5% 0.8% 2.3% 1.0% 0.4% 0.7% 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% ONLINE AD AWARENESS MESSAGE ASSOCIATION BRAND FAVORABILITY PURCHASE INTENT INTERACTIVE PRE-ROLL Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Interactive N= 444 campaigns, n= 432,206 respondents; Non-interactive N= 309 campaigns, n= 309,935 respondents; Percent Impacted = Exposed - Control PercentImpacted
  6. 6. The Power of TV, the Interactivity of the Web
  7. 7. Awareness Engagement Time Earned
  8. 8. Guiding Principles Of Successfully Building Brands Online 1.  Acknowledge the power of sight, sound and motion online 2.  Now, evolve your digital video experience to engage, excite and reward customers 3.  Technology is moving at breakneck speeds - invest time to get to know your partners 4.  Brief your partners in detail, and with ample time to respond 5.  Know your products - align the appropriate ad formats to your campaign objectives 6.  Ensure success metrics align with your creative brief and ad format selection (Have the end in mind). You may need to reset your goals
  9. 9. Hyundai Veloster " ! Call to action – animation " ! Personalization & 360° view " ! Image Gallery " ! Video’s " ! Test Drive " ! Brochure Request " ! Dealer locator " ! Social
  10. 10. AUTO Benchmarks
  11. 11. Telstra Pre-Paid " ! Strong call to action " ! Good balance of information " ! Brand alignment " ! Extension of TV and website " ! Awareness to Action – ‘Switch now’
  12. 12. TELCO Benchmarks
  13. 13. Subway " ! Classic advertising in a new ad format " ! Less is more " ! Awareness – complements messaging on other mediums
  14. 14. QSR Benchmarks
  15. 15. The Future Of Television Oz - The Great and Powerful
  16. 16. iRoll® on Seven Screens
  17. 17. Devices
  18. 18. Engagement Method
  19. 19. Measure the Impact of Video on Brand KPI’s Unique solution to serve Dynamic Logic’s Ad Index Dash Survey Evaluate campaign performance and optimize site placements in real-time
  20. 20. My Final 2 ¢ " ! Online video is BIG and comes with a lot of exciting opportunity – embrace it! " ! Video has shown it can be more efficient than other formats on Awareness and Brand Favorability " ! Invest time to find preferred partners that suit your business needs " ! Ensure success metrics align with your creative brief and ad format selection
  21. 21. END
  22. 22. Creative Examples Banana Boat: http://deliver.innovid.com/preview/project/1hkj9o Hyundai Veloster: http://deliver.innovid.com/preview/project/1hkj5b Telstra Pre-Paid: http://deliver.innovid.com/preview/project/1hkpg7 Subway: http://deliver.innovid.com/preview/project/1hkokp

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