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Cutting Through the Content Clutter: Engaging Video Content Marketing

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Mark McMaster, Product Strategy Lead at YouTube, takes a deep dive on trends in video consumption behavior as seen on YouTube, explores the challenges and opportunities for content in a mobile-primary, multi-screen world, and helps you understand how to measure the value of video engagement and decode disparate video metrics.

Presentation by:
Mark McMaster - Product Strategy Lead, YouTube

Published in: Marketing
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Cutting Through the Content Clutter: Engaging Video Content Marketing

  1. 1. ABCD’s of YouTube Learning About What Makes Video Watchable Mark McMaster Product Strategy Lead
  2. 2. 70% of a campaign’s performance will depend on how good the creative is. Source: Dynamic Logic via Think with Google, 2015
  3. 3. 1 2 3 4 5 6... TIME KEYHOOK/MESSAGING people consume ads in a different way on YouTube vs TV
  4. 4. same TV creative on different platform Source: Nielsen Consumer Neuroscience via ARF Re!Think, 2016
  5. 5. industry-wide campaigns optimized to platform, 2016 44% 38% 18% Coordinated creative strategy Creative customized to platform Coordinated creative strategy Creative NOT customized to platform Creative strategy NOT Coordinated Source: Millward Brown, 2016 via ARF Re!Think, 2016
  6. 6. Content is King Context is God Data is its religion Today we’re focused on how to make your content shine by understanding the YouTube context and by unlocking data to show what works.
  7. 7. ABCD
  8. 8. “If you want to know how the lion hunts, don’t go to the zoo. Go to the jungle.” - Jim Stengel former CMO, P&G
  9. 9. 6,000 TrueView Ads 16 Countries 11 Verticals 170 Creative Attributes what creative elements work best? A/B Tests Unskippable Labs Quant Analysis A series of unbranded tests to determine the effectiveness of subject cropping, color saturation, and emotional connection with the audience. A series of partnerships with brands and agencies to run experiments with brand video content, exploring the future of storytelling on the web. 18 months of objective creative characteristic modeling to understand the key attributes that lead to TrueView performance.
  10. 10. A/B Test
  11. 11. These are guidelines. Not silver bullets.
  12. 12. a brief history of human attention span 12 seconds 2000 9 seconds Goldfish 8 seconds 2013 3-5 seconds Online impression
  13. 13. a brief look at TrueView ads
  14. 14. viewers can always skip so what’s your hook? offer something unexpected, surprising or funny at the outset to grab attention. UNEXPECTED OPENING
  15. 15. viewers can always skip so what’s your hook? feature the person at the beginning (especially celebrities, women, or children) CELEBRITIES & PEOPLE
  16. 16. viewers can always skip so what’s your hook? medium/close shots of people early on helps attract and plays better on smaller screens CROPPED SHOTS
  17. 17. brand according to your objectives Ad Recall View Through Rate
  18. 18. be thoughtful what is your objective? integrate your product with natural usage in the first five seconds to make it part of your storyline SEAMLESS INTEGRATION
  19. 19. be thoughtful what is your objective? branding early increases ad recall, but may suppress view- through-rate. using a product (rather than logo) can feel less salesy. PRODUCT vs LOGO
  20. 20. be thoughtful what is your objective? multiple branding cues can help drive brand lift. upwards of 20% awareness and consideration lift for audio+video vs video alone. AUDIO + VIDEO = WIN
  21. 21. to drive watch time and brand lift
  22. 22. once they’re hooked how do you keep them watching? humor is the #1 reason people will stay and watch an ad - and it drives brand metrics. HUMOR
  23. 23. once they’re hooked how do you keep them watching? video is one of the most effective ways to make an emotional connection with your audience and drive brand lift metrics. EMOTION
  24. 24. once they’re hooked how do you keep them watching? the majority of watch time is now mobile. snappy pacing keeps people watching PACING
  25. 25. clear calls to engage to drive action and brand lift a clear CTA can help drive engagement and watch time, even if no action is taken. CALLS TO ENGAGE
  26. 26. clear calls to engage to drive action and brand lift use the tools at your disposal to drive the audience to click, download, or learn more. OVERLAYS & END SCREENS
  27. 27. clear calls to engage to drive action and brand lift remarket to viewers of longer format pieces to drive to your website. REMARKET
  28. 28. contentcontent content content content Future Identity Current Image content PERCEPTION TIME
  29. 29. HELP WITH PRODUCTION: DIRECTOR APP / DIRECTOR ONSITE

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