Content marketing is king and a majority of marketers—52%—worldwide agree that video content boasts the most ROI. That makes video, whether 360, live, vertical, or traditional, the most in-demand form of consumer engagement. So how do you unlock this ROI and monetize video? From creative considerations to the consumer experience, this session will explore what it takes to connect with your audience via this content powerhouse.

1. The Short-Attention-
Span Antidote:
Mastering & Monetizing Video

2. SVP Global Sales Enablement
Spredfast
@cgpawelek
Carolyn Pawelek

3. What is the purpose?

4. CONF IDENTIAL
What are the key drivers?
• Content & Purpose
• Desired Interactions
• Spend
Average Time Spent per Day on Select Digital Activities
by US Adult Users of Each Medium, 2014-2019
hrs:mins
Digital Video*
Digital Radio
Social Networks
Pandora
Facebook
2014
1:23
1:20
1:01
0:43
0:34
2015
1:33
1:25
1:04
0:44
0:36
2016
1:40
1:25
1:07
0:44
0:38
2017
1:45
1:25
1:09
0:44
0:39
2018
1:50
1:25
1:10
0:44
0:40
2019
1:54
1:25
1:12
0:44
0:41
Note: ages 18+ who use each medium mentioned at least once per month; average
time spent with each medium includes all time spent with that medium, regardless of
multitasking or device; *excludes time spent with video via social networks
Source: eMarketer, April 2017

5. CONF IDENTIAL
• Understand everyone has similar
opportunities and challenges
• Define the purpose for video is essential
• Make a plan to invest more
You Are Not Alone
Understanding how each social channel
optimizes its platform is critical

6. Deputy Director, Social Moments
Bleacher Report
@b3graham
Bryan Graham

8. TopU.S. SportsMedia
SOURCE: Shareablee

9. Scale+ ReachviaSocial
of Social Audience Is
Under the Age of 34
75%
Average Monthly
Visits to the B/R app
100M
Average Monthly
Social Engagements
88M
Average Monthly
Social Video Views
600M
Average Monthly
Unique Social Visitors
50M
SOURCE: Facebook, Twitter,Instagram,B/R Internal Metrics
(No HoH)
FB +TW+IG
01/17 –08/17

10. Sponsorship
3-5 min traditional featurettes we
create around events like March
Madness or Winter Olympics.
Short-Form Templates Mid-Form Featurettes
The DefinitionofVideo
Scale
Drives significant amount of inventory, is
templatizlable, can attach sponsors to,
resonate with our social audiences.
Content Licensing
Whether it's a mini documentary,a live-action
series or access-basedinterviews,these
represent our home run videosbets.
Long-Form Storytelling

11. The ModernNewsroom
Staples
QuoteVideos
Animations/Illustrations
TreatedHighlights

12. Ride the wave of our biggest bets in
original content and be part of
moments that matter.
Collaborate with us tocreate original,
compelling work in the B/R voice.
Sponsored Partnerships Branded Content
SPONSORED + BRANDED
What We Do Best

13. CLEATS: Packaging Is Key
Cultural
Leader
Entertainment
Authority
Teams &
Sports
BRANDED

14. Challenges
• UGC vs. IP
• Legal
• No Rulebook
• Templates Get Stale
• Speed of Shifting Market
‣FB Live
‣Insta Stories
‣Snapchat Discover

15. THANKYOU

16. VP/Director, Social Strategy
DigitasLBi
@lizcaradonna @liz
Liz Cole

17. How brands use social video
≠
How publishers use social video

18. CONF IDENTIAL
Content-based objectives Brand-based objectives
• Reach
• Engagement
• Sharing (of content)
• Opt-ins (to more content)
• Awareness
• Consideration
• Brand positioning
• Purchase conversion
• Product usage
• Sharing (of endorsements
for the brand)
Why are we using social video?

19. CONF IDENTIAL
Awareness Opinion Consideration
Video Length Tiny (6-15s) Short (15-30s) Long (30s+)
Placement
• Paid
• Broad targeting
• Paid
• Earned (influencers
and partners)
• Retargeting and
competitor-based targeting
• Owned channels
• Selective retargeting
with paid
Main Focus
Existence
of brand or product
Emotional appeal
of brand or product
Rational benefits
of brand or product
Video Length
Message Complexity
Intended Audience Size

20. Universal best
practices

21. Show the brand immediately

22. CONF IDENTIAL
0 10 20 30 40 50 60
all other Facebook videos (non-ads)
autoplay Facebook video ads
avg view time (sec)
5.7 seconds
16.7seconds
Ad Age, 2017

23. Customize for the device

24. CONF IDENTIAL
Your video

25. CONF IDENTIAL

26. CONF IDENTIAL

27. CONF IDENTIAL

28. Optimize for the feed

29. CONF IDENTIAL
Facebook, 2016
16:9
Standard
TVC on Feed
SQUARE
Formatted for Feed
Lift in Brand RecallLift in Brand Recall
8pt 15pt

30. But what about all
the new stuff?

31. CONF IDENTIAL

32. Only go live for a good reason

33. CONF IDENTIAL
q Are we coinciding with a widespread shared moment?
(e.g. election, awards show, holiday)
q Is this moment a time when people are active on social media?
(e.g. “during the Super Bowl” yes, “while doing car repairs” no)
q Is there an interactive component?
(e.g. voting, Q&A, viewer input)
q Do we have top on-air talent with relevant appeal and ability to
improvise? (e.g. celebrity, brand spokesperson, charismatic host)
Live video “reality check” -list

34. Make the viewer part of 360° video

35. CONF IDENTIAL
Directing Exploring

36. Not every video needs to be
“snackable”

37. CONF IDENTIAL
<10 seconds
70%
of all videos
10-30 seconds
20%
of all videos
30+ seconds
10%
of all videos
Optimal mix of lengths, per Facebook
Facebook, 2017

38. CONF IDENTIAL

39. Only go live for a good reason
Make the viewer part of 360° video
Not every video needs to be
“snackable”

40. Show the brand immediately
Customize for the device
Optimize for the feed

41. CarolynPawelek
Spredfast
@cgpawelek
Q&A
Liz Cole
DigitasLBi
@lizcaradonna
Bryan Graham
Bleacher Report
@b3graham