Demys&fying	  Cross	  Device	  Video	           Adver&sing      	                  Simon	  Yule	  
Overview1.  Gatwick Express    –  Video advertising2.  Why is CDVA important? (from a brand perspective)3.  How should bra...
Gatwick Express•  Express Tracks    –  30 minute music tracks made ‘in sync’ with the       passing landscape.   “It’s abo...
Express Tracks•  Video advertising (4 x videos)
Why is CDVA important for a brand?1.  Video: Media consumption    –  Engagement    –  Screen size    –  Technology advance...
Some of the best viral ads are video...
Planning a CDVA campaign1.  What are your marketing goals?    –  Direct Response    –  Brand2.  Look at where you are...  ...
Planning a CDVA campaign                                                        Research•  Research    –  Use your data in...
Digital video formats...
That’s a wrap.
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Breakfast & Brains, September 2012- Simon Yule

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Breakfast & Brains September 2012

Published in: Business, News & Politics
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Breakfast & Brains, September 2012- Simon Yule

  1. 1. Demys&fying  Cross  Device  Video   Adver&sing   Simon  Yule  
  2. 2. Overview1.  Gatwick Express –  Video advertising2.  Why is CDVA important? (from a brand perspective)3.  How should brands go about planning for a CDVA campaign?
  3. 3. Gatwick Express•  Express Tracks –  30 minute music tracks made ‘in sync’ with the passing landscape. “It’s about the journey. Not the destination.”
  4. 4. Express Tracks•  Video advertising (4 x videos)
  5. 5. Why is CDVA important for a brand?1.  Video: Media consumption –  Engagement –  Screen size –  Technology advancements (HTML5 and ABR)2.  Touch points and digital fragmentation –  IMC (user experience – seamless flow) –  Mobile devices have huge social capacity now –  Multi channel marketing3.  Keep in mind how brands operate
  6. 6. Some of the best viral ads are video...
  7. 7. Planning a CDVA campaign1.  What are your marketing goals? –  Direct Response –  Brand2.  Look at where you are... ... before you launch into anything
  8. 8. Planning a CDVA campaign Research•  Research –  Use your data intelligently Results Media Analysis selection Media Optimisation campaign•  Media Selection –  Work in collaboration with your agency to formulate the best plan
  9. 9. Digital video formats...
  10. 10. That’s a wrap.

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