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AMA/Aquent: Visual Storytelling: How Brands Use the Power of Video


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In the past few years, it has become significantly easier to distribute video on the Internet. As a result, brands can struggle to grab the attention of their target audience.

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AMA/Aquent: Visual Storytelling: How Brands Use the Power of Video

  1. 1. The Power of Video Arestia Rosenberg Senior Content Producer, Hill Holliday Co-founder, Boston Content
  2. 2. Former Hollywood Hack. Wanna-be Indiana Jones. Community Idealist. Professional Storyteller. Not photogenic.
  3. 3. why make videos? what makes a video great? what should we make? how do we make it? how do we measure it? what do you make?
  4. 4. what do you make?
  5. 5. con tent any marketing execution that consumers choose to spend time with.
  6. 6. why make videos?
  7. 7. Inspire. Laugh. Do.
  8. 8. 83% of human learning is visual Source: 40% of people will respond better to visual information than plain text. Source:
  9. 9. News publishers tripled their video content. Retail and Automotive advertisers quadrupled programmatic video spending. Source: 2 of 5 video ads are from advertisers new to digital video.
  10. 10. more people correctly remembered ad details when exposed to an ad across 4 platforms as compared to TV only. Source: decrease in accidents and deaths as compared to the previous year after Australian Metro’s “Dumb Ways to Die” Video. Source: 21% 17%
  11. 11. YouTube reaches more 18-34 year-olds than any cable network 18-34 year-olds choose brands 2x more strongly when brands engage them on their passions and interests vs. grab their attention with a one-off viral video Source: YouTube reaches 6x more 18-34 year-olds than Top 5 full-episode- players combined.
  12. 12. 40% of the top 1,000 shared Instagram videos are posted by brands. Source: posted-by-brands-and-instagram-users-want-their-mtv/
  13. 13. Mobile engagement rocketed by 265.7% in 2013. Source: posted-by-brands-and-instagram-users-want-their-mtv/
  14. 14. what makes a video great?
  15. 15. Characters/People we’re emotionally invested in. A hurdle, a journey, a challenge A goal, a reward, the payoff.
  16. 16. EMOTION
  17. 17. Popular theme/instant connection.
  18. 18. Heartstrings.
  19. 19. Laughter.
  20. 20. Nostalgia.
  21. 21. Wow factor.
  22. 22. WTF.
  23. 23. Unexpected.
  24. 24. oh yeah... and “make it viral.” sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CDEQFjAC& -EWLwSzSHzuP9vgkhDpPQ&bvm=bv.68911936,d.cWc&cad=rja Download science-y stuff here!
  25. 25. great, but what should we make?
  26. 26. wouldn’t it be cool to do we have the right tox
  27. 27. and how do we make it?
  28. 28. Hire production partners. Make it in house. Curate it.
  29. 29. measurement: think about it.
  30. 30. You need video. You need sticky videos. You need videos that are yours.
  31. 31. thank you. @arestiaR