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Digiday Video Advertising Summit | Direct Agents

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Presented by Dinesh Boaz

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Digiday Video Advertising Summit | Direct Agents

  1. 1. DIRECTAGENTS DIGIDAY
  2. 2. DIRECTAGENTS DINESHBOAZ Co-Founder / Creative Director
  3. 3. DIRECTAGENTS Direct Agents DIGITALCONTENTLAB We help build & transform brands through Media Strategy, Creative & Analytics
  4. 4. DIRECTAGENTS DINESHBOAZ
  5. 5. DIRECTAGENTS DINESHBOAZ
  6. 6. DIRECTAGENTS DINESHBOAZ
  7. 7. DIRECTAGENTS DINESHBOAZ
  8. 8. DIRECTAGENTS Digital Content Lab We build creative campaigns that deliver efficient brand awareness, engagement and conversions based on performance data, audience profiles and current social trends. Bridging the gap between creative + media through boundless creativity. DIGITALCONTENTLAB
  9. 9. DIRECTAGENTS DINESHBOAZ
  10. 10. DIRECTAGENTS DINESHBOAZ
  11. 11. DIRECTAGENTS DINESHBOAZ
  12. 12. DIRECTAGENTS DINESHBOAZ
  13. 13. DIRECTAGENTS DINESHBOAZ Aerial Photographer & National Geographic Award Winner
  14. 14. DIRECTAGENTS DINESHBOAZ
  15. 15. DIRECTAGENTS DINESHBOAZ
  16. 16. DIRECTAGENTS DINESHBOAZ
  17. 17. DIRECTAGENTS DINESHBOAZ
  18. 18. DIRECTAGENTS DINESHBOAZ
  19. 19. DIRECTAGENTS 01. Why Video? WHYVIDEO?
  20. 20. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience WHYVIDEO?
  21. 21. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling WHYVIDEO?
  22. 22. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data WHYVIDEO?
  23. 23. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations WHYVIDEO?
  24. 24. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations WHYVIDEO?
  25. 25. DIRECTAGENTS Creative Drives Campaign Performance Impact on Sales: % Sales Contribution: Increase in ROI: Growth in attention: comScore ARS Global Validation Summary, comScore, October 2010
 Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
 Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017 confidential & proprietary Creative 49% Media 36% 15% Brand Creative Price promotion, distribution, etc. 50% 35% Media 13% 2X increase in ROI for effective WHYVIDEO? 3X more attention than average
  26. 26. DIRECTAGENTS Creative Drives Campaign Performance Impact on Sales: % Sales Contribution: Increase in ROI: Growth in attention: Creative 49% Media 36% 15% Brand Creative Price promotion, distribution, etc. 50% 35% Media 13% 2X increase in ROI for effective comScore ARS Global Validation Summary, comScore, October 2010
 Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
 Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017 confidential & proprietary WHYVIDEO? 3X more attention than average
  27. 27. DIRECTAGENTS Creative Drives Campaign Performance Impact on Sales: % Sales Contribution: Increase in ROI: Growth in attention: Creative 49% Media 36% 15% Brand Creative Price promotion, distribution, etc. 50% 35% Media 13% 2X increase in ROI for effective comScore ARS Global Validation Summary, comScore, October 2010
 Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
 Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017 confidential & proprietary WHYVIDEO? 3X more attention than average
  28. 28. DIRECTAGENTS Creative Drives Campaign Performance Impact on Sales: % Sales Contribution: Increase in ROI: Growth in attention: 2X increase in ROI for effective 3X more attention than average Creative 49% Media 36% 15% Brand Creative Price promotion, distribution, etc. 50% 35% Media 13% comScore ARS Global Validation Summary, comScore, October 2010
 Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
 Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017 confidential & proprietary WHYVIDEO?
  29. 29. DIRECTAGENTS Creative Drives Campaign Performance Impact on Sales: % Sales Contribution: Increase in ROI: Growth in attention: 3X more attention than average Creative 49% Media 36% 15% Brand Creative Price promotion, distribution, etc. 50% 35% Media 13% 2X increase in ROI for effective comScore ARS Global Validation Summary, comScore, October 2010
 Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
 Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017 confidential & proprietary WHYVIDEO?
  30. 30. DIRECTAGENTS Consumers in the United States spend nearly as much time watching videos as they do working, nearly WHYVIDEO?
  31. 31. DIRECTAGENTS 40 hours. Consumers in the United States spend nearly as much time watching videos as they do working, nearly WHYVIDEO?
  32. 32. DIRECTAGENTS Videos are shared on social media WHYVIDEO?
  33. 33. DIRECTAGENTS 1200% Videos are shared on social media more than images and text combined WHYVIDEO?
  34. 34. DIRECTAGENTS 64% WHYVIDEO?
  35. 35. DIRECTAGENTS 64%of consumers are more likely to buy a product after watching a video on it WHYVIDEO?
  36. 36. DIRECTAGENTS 71% WHYVIDEO?
  37. 37. DIRECTAGENTS 71%of Gen Z watches more than three hours of online video daily WHYVIDEO?
  38. 38. DIRECTAGENTS YouTube has over WHYVIDEO?
  39. 39. DIRECTAGENTS 1 billion YouTube has over users, making it the largest streaming site in the world WHYVIDEO?
  40. 40. DIRECTAGENTS Marketers are still not effectively using video. WHYVIDEO?
  41. 41. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations HARNESSINGYOURAUDIENCE
  42. 42. DIRECTAGENTS Go Beyond Persona HARNESSINGYOURAUDIENCE
  43. 43. DIRECTAGENTS Go Beyond Persona Mom Athletic Lifestyle Lululemon Healthy Cooking HARNESSINGYOURAUDIENCE
  44. 44. DIRECTAGENTS Go Beyond Persona Mom Athletic Lifestyle Lululemon Healthy Cooking Mom Ladies Night Bottle Service Dancing HARNESSINGYOURAUDIENCE
  45. 45. DIRECTAGENTS HARNESSINGYOURAUDIENCE Behaviorally targeted ads are twice as effective as non-targeted ads. Think About Behaviors
  46. 46. DIRECTAGENTS HARNESSINGYOURAUDIENCE Behaviorally targeted ads are twice as effective as non-targeted ads. Think About Behaviors Making your content work cross platform. 95% of marketers say they know how important multichannel marketing is for targeting; however, only 73% say they have a multichannel strategy in place. Multi-Platform Content
  47. 47. DIRECTAGENTS Behaviorally targeted ads are twice as effective as non-targeted ads. Think About Behaviors While your whole strategy shouldn’t be persona focused, you should know your audience and everything about them. Data Sources HARNESSINGYOURAUDIENCE Making your content work cross platform. 95% of marketers say they know how important multichannel marketing is for targeting; however, only 73% say they have a multichannel strategy in place. Multi-Platform Content
  48. 48. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations EFFECTIVESTORYTELLING
  49. 49. DIRECTAGENTS Offer/Resolution Climax/Big Reveal More product demonstration/ explanation for those who want it Attract Brand Direct Optional Bonus ContentConnect Start High Maintain Connection These ads start strong and stay strong instead of using a slow build. Emerging Digital Story Arc Climax/Big Reveal Lead In Build Offer Branding Traditional Story Arc Effective Ads Follow the Emerging Digital Story Arc EFFECTIVESTORYTELLING
  50. 50. DIRECTAGENTS 15 Second Video EFFECTIVESTORYTELLING
  51. 51. DIRECTAGENTS Build video stories around emotion. Advertising campaigns with emotional content performed about twice as well as those with only rational content. — The Institute of Practitioners in Advertising (IPA) EFFECTIVESTORYTELLING
  52. 52. DIRECTAGENTS Use visuals and sound to convey the message you want to share through your story. Think about strong colors, audio, angles and how it works together to create a feeling. Show, Don’t Tell—but show the best of… EFFECTIVESTORYTELLING
  53. 53. DIRECTAGENTS Use visuals and sound to convey the message you want to share through your story. Think about strong colors, audio, angles and how it works together to create a feeling. Show, Don’t Tell—but show the best of… The most effective thing you can do is perfect the one main point you want to get across. Focus on One Story at a Time EFFECTIVESTORYTELLING
  54. 54. DIRECTAGENTS Use visuals and sound to convey the message you want to share through your story. Think about strong colors, audio, angles and how it works together to create a feeling. Show, Don’t Tell—but show the best of… The most effective thing you can do is perfect the one main point you want to get across. Focus on One Story at a Time Start conversations, incite engagement opportunities, make them feel a part of something bigger than a singular product. Turn Your Video Content into a Shared Experience EFFECTIVESTORYTELLING
  55. 55. DIRECTAGENTS Use visuals and sound to convey the message you want to share through your story. Think about strong colors, audio, angles and how it works together to create a feeling. Show, Don’t Tell—but show the best of… The most effective thing you can do is perfect the one main point you want to get across. Focus on One Story at a Time Start conversations, incite engagement opportunities, make them feel a part of something bigger than a singular product. Turn Your Video Content into a Shared Experience Building trust within a relationship with customers will make them advocates for years to come. Be human. Create Trust EFFECTIVESTORYTELLING
  56. 56. DIRECTAGENTS Use visuals and sound to convey the message you want to share through your story. Think about strong colors, audio, angles and how it works together to create a feeling. Show, Don’t Tell—but show the best of… The most effective thing you can do is perfect the one main point you want to get across. Focus on One Story at a Time Start conversations, incite engagement opportunities, make them feel a part of something bigger than a singular product. Turn Your Video Content into a Shared Experience Building trust within a relationship with customers will make them advocates for years to come. Be human. Create Trust Don’t just focus on audience—focus on addressing a problem your product will solve. What Problem Are You Solving? EFFECTIVESTORYTELLING
  57. 57. DIRECTAGENTS Use visuals and sound to convey the message you want to share through your story. Think about strong colors, audio, angles and how it works together to create a feeling. Show, Don’t Tell—but show the best of… The most effective thing you can do is perfect the one main point you want to get across. Focus on One Story at a Time Start conversations, incite engagement opportunities, make them feel a part of something bigger than a singular product. Turn Your Video Content into a Shared Experience Building trust within a relationship with customers will make them advocates for years to come. Be human. Create Trust Don’t just focus on audience—focus on addressing a problem your product will solve. What Problem Are You Solving? Utilize all resources. Be Creative with the Assets You Have EFFECTIVESTORYTELLING
  58. 58. DIRECTAGENTS Effective Storytelling Case Study Differentiating Colgate from other brands who have a lower price point. Brand Challenge EFFECTIVESTORYTELLING
  59. 59. DIRECTAGENTS Effective Storytelling Case Study Differentiating Colgate from other brands who have a lower price point. Brand Challenge People will pay more money for a product if it’s for an important occasion. Hypothesis EFFECTIVESTORYTELLING
  60. 60. DIRECTAGENTS Effective Storytelling Case Study Differentiating Colgate from other brands who have a lower price point. Brand Challenge People will pay more money for a product if it’s for an important occasion. Hypothesis Tap into emotions of the consumers. Highlight moments in life that are important to people. Solution EFFECTIVESTORYTELLING
  61. 61. DIRECTAGENTS Competitor Creatives EFFECTIVESTORYTELLING
  62. 62. DIRECTAGENTS Our Creatives EFFECTIVESTORYTELLING
  63. 63. DIRECTAGENTS Our Creatives EFFECTIVESTORYTELLING
  64. 64. DIRECTAGENTS Our Creatives EFFECTIVESTORYTELLING
  65. 65. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations LOOKINGATYOURDATA
  66. 66. DIRECTAGENTS Creative Intelligence Utilize AI to tag creative images with contextual variables at scale • Background/foreground color, image text, labels, objects, and logos Know why some creatives perform better than others • Isolate engagement and performance driving variables Combine art and science to take a data-driven approach to creative design and versioning • Understand and optimize towards the individual and compounding impacts of creative variables on performance LOOKINGATYOURDATA Combining Art & Science
  67. 67. DIRECTAGENTS Creative: Long Form Video Performance LOOKINGATYOURDATA Utilizing and tracking performance trends helps us stay at the forefront of shifting industry trends. We’re seeing user engagement rates for long-form video increase across our client base, aligning with the macro trend Google and Facebook have been pushing. • Brands should be increasingly utilizing their creative agency to build more long-form video content Entertainment Entertainment Media Ecomm Financial Video Platform Facebook Facebook Facebook Facebook Programmatic CTR Long Form Video
 (30 Sec and Up) 3.14% 5.51% 1.94% 2.23% 0.10% % Above Bumper and Snackable Video (6 & 15 Sec) +37% +120% +547% +80% +43% *Compared when video completion and spend differences don’t exceed a 25% difference.
  68. 68. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations INNOVATIONS
  69. 69. DIRECTAGENTS TikTok has INNOVATIONS
  70. 70. DIRECTAGENTS 1.5 billion TikTok has INNOVATIONS downloads, outperforming Instagram
  71. 71. DIRECTAGENTS INNOVATIONS
  72. 72. DIRECTAGENTS TikTok was the third most downloaded app in 2019 Q1 with INNOVATIONS
  73. 73. DIRECTAGENTS 188 million TikTok was the third most downloaded app in 2019 Q1 with new users, growing INNOVATIONS
  74. 74. DIRECTAGENTS 188 million TikTok was the third most downloaded app in 2019 Q1 with new users, growing INNOVATIONS 70%from Q1 2018
  75. 75. DIRECTAGENTS INNOVATIONS If you want to reach Gen Z…
  76. 76. DIRECTAGENTS INNOVATIONS If you want to reach Gen Z… you must be on TikTok.
  77. 77. DIRECTAGENTS TikTok TikTok is the go-to app for short form videos. The app is for creating and sharing lip-sync, comedy, challenges, and talent videos. INNOVATIONS TikTok videos can be up to 15 seconds long, but users can also connect multiple clips together for a total of 60 seconds. What is TikTok?
  78. 78. DIRECTAGENTS TikTok INNOVATIONS What can your brand do? Challenges Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a Guac Dance challenge, and Guess did an #InMyDenim challenge.
  79. 79. DIRECTAGENTS TikTok INNOVATIONS What can your brand do? Challenges Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a Guac Dance challenge, and Guess did an #InMyDenim challenge. Come up with a creative concept and utilize music—Dances and Duets work very well. New Voice, New Platform
  80. 80. DIRECTAGENTS TikTok INNOVATIONS What can your brand do? Challenges Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a Guac Dance challenge, and Guess did an #InMyDenim challenge. Come up with a creative concept and utilize music—Dances and Duets work very well. New Voice, New Platform Shoot BTS videos of your brand so consumers can feel a part of your process. BTS Videos
  81. 81. DIRECTAGENTS TikTok INNOVATIONS What can your brand do? Challenges Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a Guac Dance challenge, and Guess did an #InMyDenim challenge. Come up with a creative concept and utilize music—Dances and Duets work very well. New Voice, New Platform Shoot BTS videos of your brand so consumers can feel a part of your process. BTS Videos Videos should be authentic, engaging and interactive—not overly produced. Authenticity
  82. 82. DIRECTAGENTS TikTok INNOVATIONS What can your brand do? Challenges Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a Guac Dance challenge, and Guess did an #InMyDenim challenge. Come up with a creative concept and utilize music—Dances and Duets work very well. New Voice, New Platform Shoot BTS videos of your brand so consumers can feel a part of your process. BTS Videos Videos should be authentic, engaging and interactive—not overly produced. Authenticity Link out to your product! TikTok is currently testing the link out feature that will direct users straight to your commerce website. Linking Out
  83. 83. DIRECTAGENTS TikTok Shortly after the app launched, TikTok partnered with Guess for the #InMyDenim challenge, which encouraged users to film themselves in interesting places while wearing Guess' new denim line. They also had to overlay Bebe Rexha's "I'm A Mess." INNOVATIONS
  84. 84. DIRECTAGENTS TikTok Shortly after the app launched, TikTok partnered with Guess for the #InMyDenim challenge, which encouraged users to film themselves in interesting places while wearing Guess' new denim line. They also had to overlay Bebe Rexha's "I'm A Mess." INNOVATIONS This campaign resulted in 34 million total views and users participated organically! It was the first branded challenge to go viral on TikTok. Here's a clip of one of the responses:
  85. 85. DIRECTAGENTS Adobe AI Adobe Sensei's current function among the creative apps is to provide AI powered tools that eliminate tedious time consuming tasks creators had to previously perform manually. INNOVATIONS
  86. 86. DIRECTAGENTS Adobe AI Adobe Sensei's current function among the creative apps is to provide AI powered tools that eliminate tedious time consuming tasks creators had to previously perform manually. INNOVATIONS Automatically scale down and resize footage to meet various mobile platform ratio requirements. Auto Reframe
  87. 87. DIRECTAGENTS Adobe AI Adobe Sensei's current function among the creative apps is to provide AI powered tools that eliminate tedious time consuming tasks creators had to previously perform manually. INNOVATIONS Automatically scale down and resize footage to meet various mobile platform ratio requirements. Auto Reframe This feature will closely match the color grading of any clip to the reference footage selected. Color Match
  88. 88. DIRECTAGENTS Adobe AI Adobe Sensei's current function among the creative apps is to provide AI powered tools that eliminate tedious time consuming tasks creators had to previously perform manually. INNOVATIONS Automatically scale down and resize footage to meet various mobile platform ratio requirements. Auto Reframe This feature will closely match the color grading of any clip to the reference footage selected. Color Match Automatically remix audio of any duration to fit any length of video. Remix/Stretch
  89. 89. DIRECTAGENTS Adobe AI INNOVATIONS
  90. 90. DIRECTAGENTS Takeaways TAKEAWAYS Reach the Right Person and the Right Time. Don’t focus too much on one persona, instead study the behaviors of your
  91. 91. DIRECTAGENTS Takeaways Reach the Right Person and the Right Time. Don’t focus too much on one persona, instead study the behaviors of your Once you have your audience figured out, create the story. Aim for emotional content and not just rational. Crafting the Story. TAKEAWAYS
  92. 92. DIRECTAGENTS Takeaways Reach the Right Person and the Right Time. Don’t focus too much on one persona, instead study the behaviors of your Once you have your audience figured out, create the story. Aim for emotional content and not just rational. Crafting the Story. You do not need a huge production budget to make great videos. Work within your means and be innovative with the resources you have. Make it Work. TAKEAWAYS
  93. 93. DIRECTAGENTS Takeaways Reach the Right Person and the Right Time. Don’t focus too much on one persona, instead study the behaviors of your Once you have your audience figured out, create the story. Aim for emotional content and not just rational. Crafting the Story. You do not need a huge production budget to make great videos. Work within your means and be innovative with the resources you have. Make it Work. Don’t be scared of long-form! Make the content tell the story… Video Length. TAKEAWAYS
  94. 94. DIRECTAGENTS Takeaways Reach the Right Person and the Right Time. Don’t focus too much on one persona, instead study the behaviors of your Once you have your audience figured out, create the story. Aim for emotional content and not just rational. Crafting the Story. You do not need a huge production budget to make great videos. Work within your means and be innovative with the resources you have. Make it Work. Don’t be scared of long-form! Make the content tell the story… Video Length. Know the Tech Available. TAKEAWAYS
  95. 95. DIRECTAGENTS Takeaways Reach the Right Person and the Right Time. Don’t focus too much on one persona, instead study the behaviors of your Once you have your audience figured out, create the story. Aim for emotional content and not just rational. Crafting the Story. You do not need a huge production budget to make great videos. Work within your means and be innovative with the resources you have. Make it Work. Don’t be scared of long-form! Make the content tell the story… Video Length. Know the Tech Available. Study your data and make necessary optimizations from it post-campaign launch. Study Data and Keep Testing. TAKEAWAYS
  96. 96. DIRECTAGENTS BLUEPRINT
  97. 97. DIRECTAGENTS BLUEPRINT @beatsbydinesh
  98. 98. DIRECTAGENTS Where to Find Us Instagram @BeatsbyDinesh
 @DirectAgents
 @Futurefirststudio www.directagents.com/podcast Podcast TAKEAWAYS www.directagents.com Website
  99. 99. DIRECTAGENTS DIGIDAY Questions?

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