We look at key trends in 2018 video planning for B2B businesses, break down the different types of video content relevant at different stages of the purchase journey, and key points to think about as you plan your digital video strategy.

1. /
B2B Online Video Marketing
Re/Digital Singapore
March 2018
Current trends in online video marketing across Asia and
guidance on video planning for B2B

2. Level-U is an online learning platform created to
provide ongoing access for companies to training
materials for their teams in order to build digital
understanding and capability!

4. Why online video?
A 2017 Salesforce study found that
B2B marketing leaders worldwide
more than tripled
their use of video ads between
2015 to 2017
4 times as many
consumers prefer watching
videos about products to
reading about them
35% increase in
viewing video on mobile
devices in 2017
Research has found that
marketers in Singapore and
Hong Kong are looking to
increase video budgets by
52% in 2018
Source: Salesforce, LinkedIn B2B Marketers Guide to winning in Asia 2018

5. Trend 1
Video is the primary way that younger people are
consuming content
Trend 2
Shift from horizontal to vertical formats
Trend 3
KOLs are a dominant force in online video content
Trend 4
Brands working with publishers to create sponsored
video content
Trends in Video

6. In fact, there is a role for online video no matter what business
you are in
6
Marketo
Product demonstration
Zara
Latest season collection to drive
inspiration and purchase intent
Bain and Company
Introducing Bain consultants in the
video to hire the best talents
Bread Talk
Documentary about dedication
to quality
Wharton School of Business
Entrepreneurship series to
demonstrate thought leadership

7. Long-form video: 3 mins and above
7
FILM
SERIES
LONG FORM VIDEO
A Faster Horse by David Gelb
90 mins documentary about the Ford
Mustang, which represents
America’s most iconic cars
#AttheMoxy
A series featuring a different YouTube
star every episode’s experience in
Marriott’s Moxy Hotel
KLM
Has an animated series called Bluey
for its younger audience’s
entertainment
Gentleman’s Wager
Branded content by Johnnie Walker
with Jude Law and Giancarlo
Giannini, pitching the Johnnie Walker
brand as charming and suave
Toyota Taiwan
A touching branded video content
about 3 generations of men and how
they show love for each other

8. Short-form video: 0-3 mins
8
6 seconds
15 seconds
GIFs or Cinemagraphs
30 seconds and more…

9. Vertical Video
360 Video
Live Video

10. How do I buy a video ad?
10
These are the most common video pricing models in today’s digital video landscape:
Measurement
CPM
Cost per thousand impressions
Total cost/total impressions x1000
CPCV
Cost per completed view
Total cost/completed views
CPV
Cost per view
Total cost/total views
VCPM
Viewable cost per thousand impressions
Total cost/Total viewable impressions x
1000
VCPV
Viewable cost per view
Viewable cost per thousand impressions/
cost per view
CPAOT
Cost per audience on target
Cost per audience on target
CPE/CPI
Cost per engagement/cost per interaction
Everytime a user actively engages/interacts
with an ad
Time-based pricing
CPH cost per hour
CPS cost per second
When advertiser is guaranteed minimum
time for their viewable impressions, but
charged based on how much time 1000
impressions create
Source: IAB

11. What counts as a video view?
Video views is a common way of measuring how well your video is performing. However, it is
important to note that not every video view is measured the same way.
Four factors come to play when measuring video views:
11
Source: BusinessInsider, Pressboard media
Initiation
Time Spent
Viewability
Platform
Whether the
video auto-plays
or must be user
intiated
Required amount
of time spent
watching a video
before it’s
counted as a view
Amount of video
required to be on
screen before it’s
counted as a view
Whether video
views are only
counted in-app or
when embedded
on other sites

12. What counts as a video view?
12
Facebook
Initiation: Autoplay
Time spent: 3 seconds
Viewability: 100% on desktop, 50% on mobile
Platform: Both in-app and embedded posts
Instagram
Initiation: Infeed –autoplay
Stories –User intiated (but subsequent videos autoplay)
Time spent: Infeed -3 seconds
Stories –Upon opening
Viewability: 100% on mobile only
Platform: In-app only
YouTube
Initiation: User initiated
Time spent: Indeterminate % of total video time
Viewability: 50% on any device (only for advertisers)
Platform: All platforms and embedded posts
Video ad checklist:
ü Why would people watch your ad,
instead of doing something else?
ü Are viewers given the choice whether to
view your ad? Is it an interruption?
ü What reasons have you given your
viewers to not skip your ad?
ü Is your ad rewarding to the viewer in
terms of entertainment or relevance?
Source: Business Insider, Pressboard Media, WARC

13. Where are B2B customers currently distributing video?
Youtube has users
watching a billion hours
of video a day. It is also
the second largest
search engine in the
world.
Allows businesses to
show video
Facebook has over
1.94 billion monthly
active users
It is used to target the
mass audience to create
brand awareness
Recently focusing more
heavily video offerings,
with the launch of
Facebook Watch
Twitter has 330 million
monthly active users.
Allows businesses to
engage with customers
and is a good social
listening and monitoring
tool.
90% of WeChat users
are from China
WeChat can be used to
engage with customers
through video when
businesses create
subscription and service
accounts
Sina Weibo is China’s
most popular
microblogging site
Allows users to share
video and live-streamed
content

14. Facebook video ad formats overview
14
Canvas
Full screen, mobile
optimised vertical video
ad that you can add
interactive layers to
Video Ad
Create a video views campaign
objective using ad creation
Audience Network
In-stream and in-article
In-Stream videos
Non-skippable midroll video
Placements of ads
Messenger ad
Facebook
Feeds, instant articles, right
column

15. Tips when using Facebook for Video
15
Make your video effective
even without sound –use
subtitles so that you still drive
your message across
Punch: Use creative elements
to punch through the clutter
of the feed
Heartbeat: Instead of having a
defined climax to the storyline
in your video, reward your
viewer perpetually
Use fast-forward: Condense
your 30 to 60 seconds video
into 15 seconds of intense
mobile video
Headline: Give your video a
headline to stop the scroll at
the beginning of the video
Remember the scrolling
behavior of the user when
they consumer content on
Facebook
Source: Facebook Best Practice

16. ONLINE VIDEO PLANNING
16

17. Content Marketing has become an essential tool in a
world where the consumer has control
Content marketing is managing and delivering content through paid, owned
and earned media to attract and retain customers as well as position the brand
as a credible expert.
Source: http://www.steveseager.com/paid-owned-and-earned-media-framework-for-marketers-business-leaders/

18. Task
Business Objectives
Audience description
What exactly do we want people to do
The most important areas of the brief

19. Our digital strategy
Awareness
Consideration
Purchase
Loyalty
Stage
Plan - Big/Brand Idea
Upper Funnel
(driving
Awareness)
Lower Funnel
(driving Trial/
Usage)

20. Awareness
Consideration
Purchase
Loyalty
1 Company introduction explainers
2 Demos
3 Short documentary style research
pieces using stats
4 Curated countdown lists
5 Brand stories
6 Entertaining videos
Thought leadership and enjoyable content to build brand awareness and desire
Awareness

21. The Power of Advertising Slogans: Hubspot
h"ps://youtu.be/QTl6xUFxyOY7

22. Zendesk
h"ps://www.youtube.com/watch?v=e359jWSGMVg

23. Awareness
Consideration
Purchase
Loyalty
Helping your buyers to find you when they are looking for a solution
1 Buying guides
2 Expert Q&As and Interviews
3 Webinars
4 How-to guides
5 Online courses
6 Explainer videos: Explaining
concepts
Consideration

24. Whiteboard Fridays: Moz
h"ps://www.youtube.com/playlist?list=PL8A5C517175C28573

25. Interview with Romesh Weeramantry: Clifford Chance
h"ps://www.youtube.com/watch?v=nVN_UU4DM4w

26. Awareness
Consideration
Purchase
Loyalty
1 Testimonial videos
2 Case studies
3 Product walkthroughs
4 Mythbusters
5 Product demos
6 Event promotion videos
Company-specific information to help evaluate and reaffirm selection
Purchase

27. “So Yeah, We Tried Slack…”: Slack
h"ps://www.youtube.com/watch?v=B6zVzWU95Sw

28. Social Studio Demo: Salesforce Marketing Cloud
h"ps://youtu.be/295brS23_4I7

29. Awareness
Consideration
Purchase
Loyalty
To delight your customers with engaging, value-adding content and service so as to instill loyalty
Loyalty
1 Customer service videos: FAQs,
how-tos
2 Inspirational content
3 Giveaways & Contests
4 Special offers
5 Newsletters

30. AWS Knowledge Center: Amazon Web Services
h"ps://www.youtube.com/playlist?list=PLhr1KZpdzukfdjsOHZaBazZt1iK1J8UUw7

31. FOUR STEPS TO ENSURE YOU MEASURE YOUR
DIGITAL VIDEO AD CAMPAIGNS EFFECTIVELY

32. Step 1: Set KPIs against brand goals
When you deploy different creatives for different audience segments/ sites/apps and optimise
towards outperforming placements, tracking important metrics for each placement will help
improve campaign performance with every cycle
Awareness
Engagement
Conversions
§ Reach
§ Impressions
§ View Time
§ Video Completion Rate (VCR)
§ Brand lift/Brand awareness
§ View time
§ Video completion rate (VCR)
§ Cost per completed view
(CPCV)
§ User Interactions (Sound on/
off, social shares)
§ Click-through rate (CTR)
§ Brand lift/brand awareness
§ Cost per Completed View
(CPCV)
§ Cost per Click (CPC)
§ Cost per Action
Source: WARC Best Practice, How to measure the performance of video marketing campaigns, Feb 2017

33. Step 2: Nail your creative and brand messaging
It is worthwhile to invest in varied video production to create the most relevant versions of ad
creatives for different audience segments and publishers.
Example: Hubspot
Source: WARC Best Practice, How to measure the performance of video marketing campaigns, Feb 2017

34. Step 3: Choose the right ad format and delivery method
After having your KPIs and creatives developed, choose an ad format and delivery method to help
you meet your brand goals
Standard Pre-rolls
Interactive Interstitials
Native Video Ads
Usually 15-30 seconds and plays
before desired content
Layers on top of a page/app and
can include buttons to encourage
social sharing and likes.
Out-stream ads that play on non-
video content sites. Appear
between text.
Source: WARC Best Practice, How to measure the performance of video marketing campaigns, Feb 2017

35. Step 4: Beware of common pitfalls
Unscalable performance campaigns
Retargeting the same user across sites and
apps (as digital video ad supply is lower, odds
of reaching same user are lower)
Choosing the wrong ad format
and delivery method
Make sure to choose right ads and
delivery methods that enables
measurement of chosen KPIs
Varying definitions of
“viewability”
Huge issue for video due to scarcity of
inventory & high CPMs. Check what’s
considered a viewable impression
Poor data from blanket metrics
Metrics vary per device and platform.
Brands often use the same metrics to track
engagement across platforms but they
should understand how ads are performing
with different devices and audiences
Limited (or inaccurate) insights
from newer platforms
Newer video platforms provide limited metrics
but even so, it should be part of your plan to
drive higher engagement rates
Source: WARC Best Practice, How to measure the performance of video marketing campaigns, Feb 2017

36. How long should my videos be?
Optimal length for a video is dependent on the role that it is designed to play for the brand.
Brand should consider:
ü the goals they are trying to achieve,
ü the message you are trying to convey and
ü how the different ad lengths contribute to storytelling
36
Source: AW360
With the 30 second commercial, 2/3 of
viewers dropped off after 10 seconds and
16% completed the video
The long-form video was slightly over two
and a half minutes. It took 39 seconds for
2/3 of viewers to drop off and 13%
completed the video

37. • No point making brilliant content if no one sees the brand payoff
©2018. These materials are the property
of Re/Element Pte Ltd and are not for
SECONDS 0 30 90 180s
SECONDS 0 30 90 180s
SECONDS 0 30 90 180s
CONSIDER PLATFORM CHOICE FOR CREATIVE LENGTH
How did each platform perform at driving engaged viewing?

38. Conclusions on Ad Length and Screen Size by Age
Source: IAB, Tremor Video, MillwardBrown Digital
1
Smartphone video can be key to impacting Millennials
2
Tablet video shines when targeting consumers 35-54
3
Ideal video ad length varies by viewer’s age
4
30-second videos still have a role, even on mobile

39. Moving beyond just high-production values: audience
is open to other types of video content
39
Tools/Resources
Creating your own
Content and video agencies
YouTube Director for Business
Quik
Vidlab
Soapbox
90 Seconds
Repurpose your TVC
90 Seconds
Crowdsource video production
eYeka
Userfarm
Leverage UGC
Sprinklr
Tint

40. Video forms a key part of the yearly content calendar
A cohesive content and comms strategy across works more effectively
with a overarching idea and annual planning
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Hero Content
Large-scale tentpole events or
programs that drive
awareness at scale
Hub Content
Regularly scheduled content
around customer passions
Help Content
Always-on content answering
user queries

41. Working with your creative, production and media
agency to plan out different video formats
41

42. /
Example customer journey driving lead
generation

43. Facebook currently the best option for video
advertising, but context isn’t the right fit

44. Landing page captures emails on webinar sign-up

45. Landing Page #2

46. Our key metric is webinar registrations; alternatives are
whitepaper downloads, event sign-ups

47. Final suggestions as you plan your video marketing
• Your digital presence IS your brand now
• Have a deep understanding of your customer’s needs and desires
• Don’t just publish content that is about you – think about their needs
• Consider different forms of content across the marketing funnel
• The hardest part is consistently producing content – so bring the team
on the journey!

48. Contact
Please contact me if you have any questions
Jodie Collins
Re/Digital
jodie.collins@re.digital
+65 9017 4581

49. THE END