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Cutting Through the Content Clutter: Engaging Video Content Marketing

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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

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

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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

Editor's Notes

  • RIVERS OF THINKING
  • These videos are a good warmup to put the audience in the TrueView mindset.

    Video 1: slides 3 and 4 (divided pre/post 5 seconds)

    Video 2: slides 4 and 5 (divided pre/post 5 seconds).

    Start by playing the first 5 seconds of video 1 (slide 3). Ask the audience if they would skip after 5 seconds (most would because there is no hook). Play the remainder (slide 4) to show what they would have missed.

    Now play the first 5 seconds of the second video (slide 5). Ask the audience if they would skip (most are interested to see what happens next). Play the rest of the second video (slide 6). Ask the audience why they choose to skip video 1 and watch video 2.



  • Use this video to demonstrate how movie trailers often subvert the traditional commercial story arc. Have the audience pay attention to the the animated graph that demonstrated the non-linear sequencing.
  • Eye tracking research conducted by the ARF that demonstrates the differences between TV and mobile ad viewing. Notice the TV viewing experience is more concentrated while mobile is more sporadic. Also note the relative difference in screen size and how that may impact the emotional appeal of wide sweeping shots that play well on TV but may fall short on mobile.

  • Eye tracking research conducted by the ARF that demonstrates the differences between TV and mobile ad viewing. Notice the TV viewing experience is more concentrated while mobile is more sporadic. Also note the relative difference in screen size and how that may impact the emotional appeal of wide sweeping shots that play well on TV but may fall short on mobile.

  • This slide is a build to demonstrate how the average adult attention span in the US has decreased over the last decade and a half (below that of a goldfish). And moreover, when it comes to online content, you only have a few seconds to make that first impression...so make it good.


    Remember: online ads are skippable whether or not they have a “skip” button.
    And viewers are itching to leave.
    So, grab their attention!
    You have five seconds...

  • Neato: 2.4M Views
  • Lean into the power of pacing, especially for Mobile. The majority of YT watch time is now Mobile. Pacing is key to keeping viewers engaged on these intensely personal devices.

    For Bumper Ads, you can still tell a story in 6 seconds. Consider creating individual versions spotlighting different “characters” from your longer-format piece

    Use YouTube Analytics retention curves to understand where viewers are dropping. Can you make changes accordingly? Can you fold your learnings into the next round of creative development? Can you test if two different versions perform differently?

    Reprise on the point on Audio - audio + visuals together drive brand results.
    http://adwordsagency.blogspot.com/2015/08/understanding-how-viewability-relates.html

  • Chatbooks: 1.7M views
    Impact: Over 1 million views. This video was the first advertising for the app it brought in unprecedented numbers of new customers, says their CMO Rachel Hofstetter, though she declined to cite specifics for the privately held company. Chatbooks recouped its video production costs within days, she said.


    People watch YouTube to be entertained, to be inspired, to be educated.
    Humor is the #1 reason that people will stay to watch an ad - and it’s positively correlated with ad recall and brand awareness. SO: be funny, if it’s appropriate for your brand and message.
    If humor is not right for your brand or message, establish the authentic emotional connection that’s right for your brand

    Connect through the power of Audio/music. Users exposed to both audio and visual on mobile see about 2x higher brand awareness and 3x higher ad recall than visuals alone [SOURCE CLAIMS HERE]



  • RESULTS: During the campaign, search around Honey Maid increased 402%. Across all social platforms, content was shared more than 277K times, with the “Love” video as our most viral content. We saw a 35,000 increase of new followers and fans across our owned social platforms, in addition to 5.6x lift in brand mentions. Sales of Honey Maid graham crackers increased 7 percent just weeks after the launch, and the brand has seen positive movement in equity measures such as consumer relevancy and brand perception. The campaign also generated incalculable consumer goodwill and respect from other marketers in the industry.
    In less than a month, Honeymaid went from a cracker people love to a brand people love.
  • This is a wonderful example from Clinique, from their “Difference Maker” series, featuring award-winning actress, Gina Rodriguez. They’ve produced the spot in such a way that you can’t help but keep watching. The snappy pacing, emotional story and high points emphasized with sound design and supplementary supers - all make for compelling viewing.

    Average view duration 1m41s

    Best in class brand consideration.
    Drove 181% brand interest
    2865% uplift in creative interest

  • We see that clear CTAs drive awareness and recall - even if no action is taken.
    Plus, the beauty of YouTube is that it’s possible to enable action right there from your video. You can send people to your website, to another site, to another video or playlist. You can ask them to comment, or vote - all right there in the player.
    So - make it clear what action you want your viewer to take, and make it easy for them to do it.
  • Content has become a 5th pillar.
    Content - what it says and how you distribute it - can help build those bridges from one positioning to another as you move from image to identity.
    think of it BUILDING BLOCKS OF CONTENT to create authenticity & connection
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