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The Art Of Science or The Science Of Art by Ian Edgar (CNE)

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Video Strategy 2019

Published in: Marketing
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The Art Of Science or The Science Of Art by Ian Edgar (CNE)

  1. 1. | CNE IAN EDGAR The Art of Science or the Science of Art? October 18, 2019
  2. 2. CNE Ian Edgar Vice President, Creative Strategy & Video Programming
  3. 3. 18 Digital Video Brands Globally 10 Billion Views on YouTube 35MM+ Subs on YouTube
  4. 4. Repeated & Repeatable Success FASHION & STYLE SCIENCE & TECH BEAUTY FOOD & DRINK HOME & DIY #1 #2 #1 #3 #3 #9 #5
  5. 5. → World’s biggest video platform → 2nd biggest search engine → Richest data available → Attention, attention, attention Why YouTube?
  6. 6. Programming Strategically We’ve learned a lot about what works
  7. 7. DISCOVERY DECISION CORE
  8. 8. Basic Tenets Clarity, Structure, Insights, Elevations
  9. 9. ANALYSIS DATA GATHERING SYNTHESIS PRESENTATION IMPLEMENTATION ASSESSMENT Cycles of Iteration
  10. 10. Understanding Attention Understanding Attention
  11. 11. Scale Through Creative New frequencies, jagged elements.
  12. 12. New Models For Content What the internet loves and how it’s different
  13. 13. Giving Real Value Audiences are smarter than you think.
  14. 14. The Algorithms Will Listen The third thing people do most is up for grabs.
  15. 15. Values, audience, creative & data Everything needs to work in sync.

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