SlideShare a Scribd company logo
FEBRUARY 2017
VIDEO REWIND REPORT:
A RECAP OF LEARNINGS FOR THE FUTURE OF VIDEO
2
EXECUTIVE SUMMARY
The proliferation of video outlets in 2016 has created an even more cluttered environment
for marketers to reach their desired consumers. As we anticipate these opportunities
growing even more widespread in 2017, BBDO has authored a recap of learnings for
breakthrough video tactics and research centered around four key categories:
1. How to use video to make a true splash in culture
2. How to optimize video for the social feed
3. How to build video for YouTube Trueview
4. How to build effective Snapchat lenses
3
THERE’S MORE TO ONLINE VIDEO
THAN JUST PRE-ROLL
WE SET OUT TO
BREAK
THROUGH THE
CLUTTER WITH
BREAKTHROUG
H ONLINE VIDEO
TACTICS
WE SET OUT TO
DEVELOP KEY
LEARNINGS TO
INCREASE
ONLINE VIDEO
EFFECTIVENESS
WE SET OUT TO
UNDERSTAND
WHERE THE
ONLINE VIDEO
OPPORTUNITIES
ARE TODAY
TV
AddressableSNAPCHAT
Lenses, Video Ads
YOUTUBE
Bumpers
PINTEREST
Video Pins
FACEBOOK
360, Live, Canvas
INSTAGRAM
Stories, Live
VIDEO OPPORTUNITIES
EXPLODED
IN 2016
5
JOHN OSBORN
CEO, BBDO New York
“BBDO has always been recognized for creative excellence
and storytelling. As the video landscape continues to grow
and evolve, we have made a commitment to exert that
creative excellence across all video formats and channel
touchpoints.”
6
IN 2016, WE DOUBLED DOWN ON VIDEO, CREATING
MORE CONTENT THAN EVER BEFORE.
OVER 4,500 VIDEO ASSETS WERE CREATED.
*4,500 video assets produced by BBDO New York
SO,
WHAT DID WE LEARN?
8
CULTURAL SPLASH
People love when brands “wow” them. Consumer expectation for brand innovation
has increased 33% in the last year.
BUZZWORTHY VIDEO CONTENT
We’re seeing an increasing interest in emotional, longer form content from brands.
In fact, the top 10 YouTube ads of 2015 were over approximately 2 minutes long.
OUR TARGET:
PROVE THE
IMPORTANCE OF
BRAND BUILDING
TACTICS
INNOVATIVE USES OF TECH DRIVE FAME
Identifying platform and user insights can help uncover new ways of activating across different channels.
INSIGHT: People watch Facebook video without sound.
INNOVATION: Snickers hid “sounds of hunger” in their
content.
INSIGHT: People tap through content fast on Snapchat.
INNOVATION: Lowe’s used the tapping technology to
empower DIYers to take on new projects.
INSIGHT: People tap back & forth between content on Instagram Stories.
INNOVATION: Bacardi turned users into DJs by turning the frames of
their story into turntables.
Snickers Hungry Singers Lowe’s In a Snap Bacardi Instant DJ
LONG FORM STORYTELLING
Long form video formats give brands a great canvas for telling emotional stories that often
stand out amongst other advertisements.
Ranked on
Adweek 10 Best Ads of 2016
Ranked on
Google/Webbys Best Ads of the Year
LONG FORM STORYTELLING
EVAN
Sandy Hook Promise
LONG FORM STORYTELLING
IT CAN WAIT
AT&T
15
WE FOCUSED ON 4 KEY AREAS
OPTIMIZING VIDEO FOR
THE SOCIAL FEED
SKIPPING THE TRUEVIEW
SKIP BUTTON
BUILDING EFFECTIVE
SNAPCHAT LENSES
MAKING A SPLASH
IN CULTURE
16
OPTIMIZING VIDEO FOR THE
SOCIAL NEWSFEED
90 million people in the US alone are now watching video on Facebook
90% of Facebook users are watching video on their mobile devices
Only 16% of brands are optimizing for the mobile newsfeed
65% of viewers decide if they’re going to watch a piece of video content
in the first 3 seconds
*Source: Facebook Internal Data; BBDO Internal Data, 2016
THE MOBILE NEWSFEED
OUR TARGET:
EVALUATE HOW TO
BREAKTHROUGH
IN THE FEED
A/B TESTED ORIGINAL TV WORK VS.
CONTENT DEVELOPED FOR THE FEED
ORIGINAL TV EDIT
EDIT OPTIMIZED FOR MOBILE
Updated animated title card
to grab viewer's attention and
introduce “life happens in 5”
messaging
Added supers to
contextualize “will he dare?”
narrative
Cut down the film length,
maximizing action and focusing
on countdown to engage viewer
Resized to square to increase
visibility in feed environment
1
2
4
5
Lightened footage for better
comprehension in feed
environment
3
23
No Sound Autoplay
Crop for Mobile
Cut the video to 1:1
to maximize mobile
real estate
Focus on Key
Characters
Give the narrative a
clear focus
Use Oversized Text
Utilize big supers to
maximize impact
Newsfeed
Environment
Use Title Cards
Contextualize the
story upfront
Integrate Supers
Use copy as part of
the narrative
Show Product /
Branding in Situ
Show the product /
brand in use
Consider Carousel
Utilize multiple frames
and associated copy
to tell a VO heavy
story
Use a Compelling
Opening Frame
Prioritize the most eye
catching frame upfront
Don’t bury the leading
content
Don’t wait until the end
for reveals
Leverage Brand
Iconography
Include branding
elements other than
the logo
Provide reason to watch
Outline the key benefit for
watching
Simplify key messages
Tell the absolute simplest
version of the story
Shorten the Duration
Tell the absolute shortest
version of the story
Quick Cuts
Increase the pace of the
story where possible
Start with a Question
Create personal relevancy
with the viewer
Vertical
Viewing
Specific creative elements can be tweaked to significantly increase view through rate and impact:
WHAT WE LEARNED
MONTH 00 2016 24
25
SKIPPING THE SKIP
*Source: YouTube Trueview Playbook
Pre-roll on YouTube that can be skipped after 5 seconds.
People who choose to watch an ad are 75% more
engaged than those who are forced to do so.
YOUTUBE TRUEVIEW
OUR TARGET:
EVALUATE HOW TO
MAKE UNSKIPPABLE
YOUTUBE ADS
28
Previous research from Google showed that certain creative elements can be
tweaked to impact view through rate and recall.*
WE USED EXISTING RESEARCH TO IMPACT THE WORK
*Source: Google Research, 2015, BBDO & YouTube working to solidify these creative guidelines in 2017
Branding in first 5 seconds
Audio brand mention
Branding in-situ (on product or in background)
Music not used in first 5 seconds
Utilize animation and text
Include calls to action
1ST
PLACE
2ND
PLACE
3RD
PLACE
WE CREATED 10 DIFFERENT VIDEOS
We leveraged Google’s existing research to create 10 different creative expressions of the
same idea. The top three were measured by most impact on VTR and Branded Recall.
THE MOST EFFECTIVE ELEMENTS IN THE TEST
*Source: Google + BBDO Research, 2015
Included branding in first 5 seconds
Included an audio brand mention
Did not include a logo slaps (seen in-situ)
Did not include music in first 5 seconds
Utilized animation and text
Included calls to action
1ST
PLACE
2ND
PLACE
3RD
PLACE
31
FOCUSING IN ON LENSES
*Source: Snapchat Internal Data
In 2016, Snapchatters watched over 10 billion videos per day.
Sponsored lenses allow users to manipulate their face and/or environment in some
way. Users are spending upwards of 20 seconds with them.
Lenses provide brands with a true unprecedented video opportunity for engagement.
SNAPCHAT BRANDED LENSES
OUR TARGET:
EVALUATE HOW TO
INCREASE USAGE OF
SNAPCHAT LENSES
DIFFERENT APPROACHES FOR DIFFERENT LENSES
Various creative approaches helped expose the elements
that lead to a successful execution:
Face Alteration:
Significantly
manipulated the
user’s face
Aligned to Larger
Campaign:
Supported other
consumer facing
communications
Time Relevant:
Live on Halloween
Innovative Use of
Tech:
First to flip head upside
down
Altered User’s
Environment:
Changed the
surroundings in addition
to the face
Altered Voice:
Changed the voice of the
user
35
Leverage Interactive Features
Voice changers & “Try With a
Friend” increases usage
State Features Clearly
Ensure viewers know what
features are included in the lens
with clear copy
Focus on The Face
Concept ideas that alter
someone’s face rather than
their environment
Lengthen Animation
Maximize time spent with the
filter by taking advantage of
the full 10 second animation
Relevant Date
Strategize a date that makes
sense for the lens concept to
increase usage
Brand Authenticity
Ensure the concept aligns to
the brand and doesn’t feel like
a force-fit
Include
Interactivity
Optimize for
Time Spent
Context
is Key
WHAT WE LEARNED
MONTH 00 2016
36
36
FAST FORWARD:
VIDEO PRACTICES TO
CONSIDER FOR 2017
37
First few seconds
Design the leading content to draw in the viewer across feed-based
environments like Facebook and opt-in environments like YouTube TrueView
Don’t sit on Snapchat
Leverage their new advertising offerings while consumers are still highly
receptive to them
Do something different
Think about how to use popular platforms in a way that no one has before.
CONSIDERATIONS FOR 2017

More Related Content

What's hot

Planning Hype - Engineering hype before a product launch
Planning Hype - Engineering hype before a product launchPlanning Hype - Engineering hype before a product launch
Planning Hype - Engineering hype before a product launch
Julian Cole
 
The 2015/2016 Strategist Survey Report
The 2015/2016 Strategist Survey ReportThe 2015/2016 Strategist Survey Report
The 2015/2016 Strategist Survey Report
Heather LeFevre
 
Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022
Falcon.io
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
Sytse Kooistra
 
Top 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistTop 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising Shortlist
Julian Cole
 
About TIKTOK
About TIKTOKAbout TIKTOK
About TIKTOK
GriselRH
 
Warc - Marketers Toolkit 2023.pdf
Warc - Marketers Toolkit 2023.pdfWarc - Marketers Toolkit 2023.pdf
Warc - Marketers Toolkit 2023.pdf
digitalinasia
 
dentsu 2022 media trends
dentsu 2022 media trendsdentsu 2022 media trends
dentsu 2022 media trends
dentsu
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative brief
David Bell
 
Tiktok-marketing-strategy-for-your-business-
Tiktok-marketing-strategy-for-your-business-Tiktok-marketing-strategy-for-your-business-
Tiktok-marketing-strategy-for-your-business-
Diana Joseph
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy Toolbox
Julian Cole
 
Moris Pub Ogilvy - Agency Presentation
Moris Pub Ogilvy - Agency PresentationMoris Pub Ogilvy - Agency Presentation
Moris Pub Ogilvy - Agency Presentation
MorisPubOgilvy
 
What is Digital Strategy?
What is Digital Strategy?What is Digital Strategy?
What is Digital Strategy?
Julian Cole
 
Social media trends 2022
Social media trends 2022Social media trends 2022
Social media trends 2022
VeronikaFazekas2
 
Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
Leslie Turley
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
VCU Brandcenter
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAIL
Ivan Chernopyatko
 
Creative Brief
Creative BriefCreative Brief
Creative Brief
Chris Cooney
 
Netflix Digital Strategy
Netflix Digital StrategyNetflix Digital Strategy
Netflix Digital Strategy
VCCP
 
Going Viral On TikTok
Going Viral On TikTokGoing Viral On TikTok
Going Viral On TikTok
Andrew Shusterman
 

What's hot (20)

Planning Hype - Engineering hype before a product launch
Planning Hype - Engineering hype before a product launchPlanning Hype - Engineering hype before a product launch
Planning Hype - Engineering hype before a product launch
 
The 2015/2016 Strategist Survey Report
The 2015/2016 Strategist Survey ReportThe 2015/2016 Strategist Survey Report
The 2015/2016 Strategist Survey Report
 
Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
 
Top 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistTop 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising Shortlist
 
About TIKTOK
About TIKTOKAbout TIKTOK
About TIKTOK
 
Warc - Marketers Toolkit 2023.pdf
Warc - Marketers Toolkit 2023.pdfWarc - Marketers Toolkit 2023.pdf
Warc - Marketers Toolkit 2023.pdf
 
dentsu 2022 media trends
dentsu 2022 media trendsdentsu 2022 media trends
dentsu 2022 media trends
 
How to write a killer agency creative brief
How to write a killer agency creative briefHow to write a killer agency creative brief
How to write a killer agency creative brief
 
Tiktok-marketing-strategy-for-your-business-
Tiktok-marketing-strategy-for-your-business-Tiktok-marketing-strategy-for-your-business-
Tiktok-marketing-strategy-for-your-business-
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy Toolbox
 
Moris Pub Ogilvy - Agency Presentation
Moris Pub Ogilvy - Agency PresentationMoris Pub Ogilvy - Agency Presentation
Moris Pub Ogilvy - Agency Presentation
 
What is Digital Strategy?
What is Digital Strategy?What is Digital Strategy?
What is Digital Strategy?
 
Social media trends 2022
Social media trends 2022Social media trends 2022
Social media trends 2022
 
Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAIL
 
Creative Brief
Creative BriefCreative Brief
Creative Brief
 
Netflix Digital Strategy
Netflix Digital StrategyNetflix Digital Strategy
Netflix Digital Strategy
 
Going Viral On TikTok
Going Viral On TikTokGoing Viral On TikTok
Going Viral On TikTok
 

Similar to 4 Practices for Video Success in 2017

2019 SITEC E-Commerce Class 201: Content Management by Chia Chia
2019 SITEC E-Commerce Class 201: Content Management by Chia Chia2019 SITEC E-Commerce Class 201: Content Management by Chia Chia
2019 SITEC E-Commerce Class 201: Content Management by Chia Chia
sitecmy
 
How to Build Your Brand with Live Streaming Video
How to Build Your Brand with Live Streaming VideoHow to Build Your Brand with Live Streaming Video
How to Build Your Brand with Live Streaming Video
Mike Delgado
 
Video Marketing Master Class - Mia de Rauch, Flipswitch Media
Video Marketing Master Class - Mia de Rauch, Flipswitch MediaVideo Marketing Master Class - Mia de Rauch, Flipswitch Media
Video Marketing Master Class - Mia de Rauch, Flipswitch Media
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
MICROVIDEOS.pptx
MICROVIDEOS.pptxMICROVIDEOS.pptx
MICROVIDEOS.pptx
tyronemiller
 
Biz Social Media Summer Camp 2019 - Alexandra Caciur, Publicis
Biz Social Media Summer Camp 2019 - Alexandra Caciur, PublicisBiz Social Media Summer Camp 2019 - Alexandra Caciur, Publicis
Biz Social Media Summer Camp 2019 - Alexandra Caciur, Publicis
RevistaBiz
 
Open Best Cases_Issue 4
Open Best Cases_Issue 4Open Best Cases_Issue 4
Open Best Cases_Issue 4
Zenith_ROI_Agency
 
Introduction to Snapchat for Brands
Introduction to Snapchat for BrandsIntroduction to Snapchat for Brands
Introduction to Snapchat for Brands
Laura Shephard
 
Convert More Customers with Video + Social
Convert More Customers with Video + Social Convert More Customers with Video + Social
Convert More Customers with Video + Social
Cision
 
How to Boost Your Brand with Microvideo
How to Boost Your Brand with MicrovideoHow to Boost Your Brand with Microvideo
How to Boost Your Brand with Microvideo
Elon iMedia
 
Using Micro-Video to Build Your Brand
Using Micro-Video to Build Your BrandUsing Micro-Video to Build Your Brand
Using Micro-Video to Build Your Brand
Ashley Gilmer
 
Using Micro-Video to Build Your Brand
Using Micro-Video to Build Your BrandUsing Micro-Video to Build Your Brand
Using Micro-Video to Build Your Brand
Evan Atkinson
 
Let's Get Visual: 5 Ways to Include Multimedia Content To Your Social Media
Let's Get Visual: 5 Ways to Include Multimedia Content To Your Social MediaLet's Get Visual: 5 Ways to Include Multimedia Content To Your Social Media
Let's Get Visual: 5 Ways to Include Multimedia Content To Your Social Media
Erin Richards-Kunkel
 
Maximizing Growth, Engagement, Monetization on Social
Maximizing Growth, Engagement, Monetization on SocialMaximizing Growth, Engagement, Monetization on Social
Maximizing Growth, Engagement, Monetization on Social
Vishal Gurbuxani
 
Search Sessions - Importance of Video Marketing with Powtoon
Search Sessions - Importance of Video Marketing with PowtoonSearch Sessions - Importance of Video Marketing with Powtoon
Search Sessions - Importance of Video Marketing with Powtoon
Kristine Pratt
 
WORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE Digital
WORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE DigitalWORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE Digital
WORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE Digital
Eduardas Gricius
 
Video Marketing - The Facebook edition
Video Marketing - The Facebook editionVideo Marketing - The Facebook edition
Video Marketing - The Facebook edition
Anisha Vijayan
 
House of Instagram | Reels School.pdf
House of Instagram | Reels School.pdfHouse of Instagram | Reels School.pdf
House of Instagram | Reels School.pdf
Paul268494
 
Event Hacks: 3 ways you can use videos to promote your event
Event Hacks: 3 ways you can use videos to promote your eventEvent Hacks: 3 ways you can use videos to promote your event
Event Hacks: 3 ways you can use videos to promote your event
Peatix
 
Making your YouTube Channel a Destination
Making your YouTube Channel a DestinationMaking your YouTube Channel a Destination
Making your YouTube Channel a Destination
The BRANDarchist
 
RAMp up your LiveStreams: Data to improve live video content
RAMp up your LiveStreams: Data to improve live video contentRAMp up your LiveStreams: Data to improve live video content
RAMp up your LiveStreams: Data to improve live video content
BuzzSumo
 

Similar to 4 Practices for Video Success in 2017 (20)

2019 SITEC E-Commerce Class 201: Content Management by Chia Chia
2019 SITEC E-Commerce Class 201: Content Management by Chia Chia2019 SITEC E-Commerce Class 201: Content Management by Chia Chia
2019 SITEC E-Commerce Class 201: Content Management by Chia Chia
 
How to Build Your Brand with Live Streaming Video
How to Build Your Brand with Live Streaming VideoHow to Build Your Brand with Live Streaming Video
How to Build Your Brand with Live Streaming Video
 
Video Marketing Master Class - Mia de Rauch, Flipswitch Media
Video Marketing Master Class - Mia de Rauch, Flipswitch MediaVideo Marketing Master Class - Mia de Rauch, Flipswitch Media
Video Marketing Master Class - Mia de Rauch, Flipswitch Media
 
MICROVIDEOS.pptx
MICROVIDEOS.pptxMICROVIDEOS.pptx
MICROVIDEOS.pptx
 
Biz Social Media Summer Camp 2019 - Alexandra Caciur, Publicis
Biz Social Media Summer Camp 2019 - Alexandra Caciur, PublicisBiz Social Media Summer Camp 2019 - Alexandra Caciur, Publicis
Biz Social Media Summer Camp 2019 - Alexandra Caciur, Publicis
 
Open Best Cases_Issue 4
Open Best Cases_Issue 4Open Best Cases_Issue 4
Open Best Cases_Issue 4
 
Introduction to Snapchat for Brands
Introduction to Snapchat for BrandsIntroduction to Snapchat for Brands
Introduction to Snapchat for Brands
 
Convert More Customers with Video + Social
Convert More Customers with Video + Social Convert More Customers with Video + Social
Convert More Customers with Video + Social
 
How to Boost Your Brand with Microvideo
How to Boost Your Brand with MicrovideoHow to Boost Your Brand with Microvideo
How to Boost Your Brand with Microvideo
 
Using Micro-Video to Build Your Brand
Using Micro-Video to Build Your BrandUsing Micro-Video to Build Your Brand
Using Micro-Video to Build Your Brand
 
Using Micro-Video to Build Your Brand
Using Micro-Video to Build Your BrandUsing Micro-Video to Build Your Brand
Using Micro-Video to Build Your Brand
 
Let's Get Visual: 5 Ways to Include Multimedia Content To Your Social Media
Let's Get Visual: 5 Ways to Include Multimedia Content To Your Social MediaLet's Get Visual: 5 Ways to Include Multimedia Content To Your Social Media
Let's Get Visual: 5 Ways to Include Multimedia Content To Your Social Media
 
Maximizing Growth, Engagement, Monetization on Social
Maximizing Growth, Engagement, Monetization on SocialMaximizing Growth, Engagement, Monetization on Social
Maximizing Growth, Engagement, Monetization on Social
 
Search Sessions - Importance of Video Marketing with Powtoon
Search Sessions - Importance of Video Marketing with PowtoonSearch Sessions - Importance of Video Marketing with Powtoon
Search Sessions - Importance of Video Marketing with Powtoon
 
WORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE Digital
WORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE DigitalWORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE Digital
WORKSHOP: Optimising Video As Part of Your Content Strategy - 3XE Digital
 
Video Marketing - The Facebook edition
Video Marketing - The Facebook editionVideo Marketing - The Facebook edition
Video Marketing - The Facebook edition
 
House of Instagram | Reels School.pdf
House of Instagram | Reels School.pdfHouse of Instagram | Reels School.pdf
House of Instagram | Reels School.pdf
 
Event Hacks: 3 ways you can use videos to promote your event
Event Hacks: 3 ways you can use videos to promote your eventEvent Hacks: 3 ways you can use videos to promote your event
Event Hacks: 3 ways you can use videos to promote your event
 
Making your YouTube Channel a Destination
Making your YouTube Channel a DestinationMaking your YouTube Channel a Destination
Making your YouTube Channel a Destination
 
RAMp up your LiveStreams: Data to improve live video content
RAMp up your LiveStreams: Data to improve live video contentRAMp up your LiveStreams: Data to improve live video content
RAMp up your LiveStreams: Data to improve live video content
 

Recently uploaded

How AI Enables Modular Content Strategy in Pharma
How AI Enables Modular Content Strategy in PharmaHow AI Enables Modular Content Strategy in Pharma
How AI Enables Modular Content Strategy in Pharma
Ariya
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
Vbout.com
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Aggregage
 
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
swethag283189
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
GNW Consulting
 
Digital Marketing Presentation by gridque (1).pdf
Digital Marketing Presentation by gridque  (1).pdfDigital Marketing Presentation by gridque  (1).pdf
Digital Marketing Presentation by gridque (1).pdf
gridquedigital
 
The Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptxThe Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptx
Inflyx
 
Segmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptxSegmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptx
SandeshAcharya17
 
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
vineethoneteamsoluti
 
Code With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web DeveloperCode With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web Developer
Tara Bahadur Thapa Magar
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
iamnavigato
 
MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.
mapleclicksca
 
Buyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptxBuyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptx
SandeshAcharya17
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
GNW Consulting
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
mjenkins13
 
Green Tech Solutions Paving the Way for a Sustainable Future.pptx
Green Tech Solutions Paving the Way for a Sustainable Future.pptxGreen Tech Solutions Paving the Way for a Sustainable Future.pptx
Green Tech Solutions Paving the Way for a Sustainable Future.pptx
elizabethella096
 
Maximize Instagram Growth with Free Followers Trials from InstBlast.
Maximize Instagram Growth with Free Followers Trials from InstBlast.Maximize Instagram Growth with Free Followers Trials from InstBlast.
Maximize Instagram Growth with Free Followers Trials from InstBlast.
InstBlast Marketing
 
Distribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptxDistribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptx
SandeshAcharya17
 
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
shanihomely
 

Recently uploaded (20)

How AI Enables Modular Content Strategy in Pharma
How AI Enables Modular Content Strategy in PharmaHow AI Enables Modular Content Strategy in Pharma
How AI Enables Modular Content Strategy in Pharma
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
 
How Social Media effect on business | eflot
How Social Media effect on business | eflotHow Social Media effect on business | eflot
How Social Media effect on business | eflot
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
 
Unlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo EngageUnlocking Deliverability with Marketo Engage
Unlocking Deliverability with Marketo Engage
 
Digital Marketing Presentation by gridque (1).pdf
Digital Marketing Presentation by gridque  (1).pdfDigital Marketing Presentation by gridque  (1).pdf
Digital Marketing Presentation by gridque (1).pdf
 
The Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptxThe Power of Micro Influencers in Influencer Marketing.pptx
The Power of Micro Influencers in Influencer Marketing.pptx
 
Segmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptxSegmentation, Targeting and positioning (1).pptx
Segmentation, Targeting and positioning (1).pptx
 
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...Digital marketing strategist in Kerala I have a keen eye for analytics and da...
Digital marketing strategist in Kerala I have a keen eye for analytics and da...
 
Code With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web DeveloperCode With Purpose: SEO For Web Developer
Code With Purpose: SEO For Web Developer
 
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength""Bhaktimay Hanuman: Embodiment of Devotion and Strength"
"Bhaktimay Hanuman: Embodiment of Devotion and Strength"
 
MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.MAPLE CLICKS CANADA : DIGITAL MARKETING.
MAPLE CLICKS CANADA : DIGITAL MARKETING.
 
Buyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptxBuyer’s Behaviour by sandesh acharya.pptx
Buyer’s Behaviour by sandesh acharya.pptx
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
 
Green Tech Solutions Paving the Way for a Sustainable Future.pptx
Green Tech Solutions Paving the Way for a Sustainable Future.pptxGreen Tech Solutions Paving the Way for a Sustainable Future.pptx
Green Tech Solutions Paving the Way for a Sustainable Future.pptx
 
Maximize Instagram Growth with Free Followers Trials from InstBlast.
Maximize Instagram Growth with Free Followers Trials from InstBlast.Maximize Instagram Growth with Free Followers Trials from InstBlast.
Maximize Instagram Growth with Free Followers Trials from InstBlast.
 
Distribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptxDistribution Decision concept by sandesh acharya (1).pptx
Distribution Decision concept by sandesh acharya (1).pptx
 
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
Celebrity Girls Call Mumbai 🎈🔥9930687706 🔥💋🎈 Provide Best And Top Girl Servic...
 

4 Practices for Video Success in 2017

  • 1. FEBRUARY 2017 VIDEO REWIND REPORT: A RECAP OF LEARNINGS FOR THE FUTURE OF VIDEO
  • 2. 2 EXECUTIVE SUMMARY The proliferation of video outlets in 2016 has created an even more cluttered environment for marketers to reach their desired consumers. As we anticipate these opportunities growing even more widespread in 2017, BBDO has authored a recap of learnings for breakthrough video tactics and research centered around four key categories: 1. How to use video to make a true splash in culture 2. How to optimize video for the social feed 3. How to build video for YouTube Trueview 4. How to build effective Snapchat lenses
  • 3. 3 THERE’S MORE TO ONLINE VIDEO THAN JUST PRE-ROLL WE SET OUT TO BREAK THROUGH THE CLUTTER WITH BREAKTHROUG H ONLINE VIDEO TACTICS WE SET OUT TO DEVELOP KEY LEARNINGS TO INCREASE ONLINE VIDEO EFFECTIVENESS WE SET OUT TO UNDERSTAND WHERE THE ONLINE VIDEO OPPORTUNITIES ARE TODAY
  • 4. TV AddressableSNAPCHAT Lenses, Video Ads YOUTUBE Bumpers PINTEREST Video Pins FACEBOOK 360, Live, Canvas INSTAGRAM Stories, Live VIDEO OPPORTUNITIES EXPLODED IN 2016
  • 5. 5 JOHN OSBORN CEO, BBDO New York “BBDO has always been recognized for creative excellence and storytelling. As the video landscape continues to grow and evolve, we have made a commitment to exert that creative excellence across all video formats and channel touchpoints.”
  • 6. 6 IN 2016, WE DOUBLED DOWN ON VIDEO, CREATING MORE CONTENT THAN EVER BEFORE. OVER 4,500 VIDEO ASSETS WERE CREATED. *4,500 video assets produced by BBDO New York
  • 9. People love when brands “wow” them. Consumer expectation for brand innovation has increased 33% in the last year. BUZZWORTHY VIDEO CONTENT We’re seeing an increasing interest in emotional, longer form content from brands. In fact, the top 10 YouTube ads of 2015 were over approximately 2 minutes long.
  • 10. OUR TARGET: PROVE THE IMPORTANCE OF BRAND BUILDING TACTICS
  • 11. INNOVATIVE USES OF TECH DRIVE FAME Identifying platform and user insights can help uncover new ways of activating across different channels. INSIGHT: People watch Facebook video without sound. INNOVATION: Snickers hid “sounds of hunger” in their content. INSIGHT: People tap through content fast on Snapchat. INNOVATION: Lowe’s used the tapping technology to empower DIYers to take on new projects. INSIGHT: People tap back & forth between content on Instagram Stories. INNOVATION: Bacardi turned users into DJs by turning the frames of their story into turntables. Snickers Hungry Singers Lowe’s In a Snap Bacardi Instant DJ
  • 12. LONG FORM STORYTELLING Long form video formats give brands a great canvas for telling emotional stories that often stand out amongst other advertisements. Ranked on Adweek 10 Best Ads of 2016 Ranked on Google/Webbys Best Ads of the Year
  • 14. LONG FORM STORYTELLING IT CAN WAIT AT&T
  • 15. 15 WE FOCUSED ON 4 KEY AREAS OPTIMIZING VIDEO FOR THE SOCIAL FEED SKIPPING THE TRUEVIEW SKIP BUTTON BUILDING EFFECTIVE SNAPCHAT LENSES MAKING A SPLASH IN CULTURE
  • 16. 16 OPTIMIZING VIDEO FOR THE SOCIAL NEWSFEED
  • 17. 90 million people in the US alone are now watching video on Facebook 90% of Facebook users are watching video on their mobile devices Only 16% of brands are optimizing for the mobile newsfeed 65% of viewers decide if they’re going to watch a piece of video content in the first 3 seconds *Source: Facebook Internal Data; BBDO Internal Data, 2016 THE MOBILE NEWSFEED
  • 18. OUR TARGET: EVALUATE HOW TO BREAKTHROUGH IN THE FEED
  • 19. A/B TESTED ORIGINAL TV WORK VS. CONTENT DEVELOPED FOR THE FEED
  • 22. Updated animated title card to grab viewer's attention and introduce “life happens in 5” messaging Added supers to contextualize “will he dare?” narrative Cut down the film length, maximizing action and focusing on countdown to engage viewer Resized to square to increase visibility in feed environment 1 2 4 5 Lightened footage for better comprehension in feed environment 3
  • 23. 23 No Sound Autoplay Crop for Mobile Cut the video to 1:1 to maximize mobile real estate Focus on Key Characters Give the narrative a clear focus Use Oversized Text Utilize big supers to maximize impact Newsfeed Environment Use Title Cards Contextualize the story upfront Integrate Supers Use copy as part of the narrative Show Product / Branding in Situ Show the product / brand in use Consider Carousel Utilize multiple frames and associated copy to tell a VO heavy story Use a Compelling Opening Frame Prioritize the most eye catching frame upfront Don’t bury the leading content Don’t wait until the end for reveals Leverage Brand Iconography Include branding elements other than the logo Provide reason to watch Outline the key benefit for watching Simplify key messages Tell the absolute simplest version of the story Shorten the Duration Tell the absolute shortest version of the story Quick Cuts Increase the pace of the story where possible Start with a Question Create personal relevancy with the viewer Vertical Viewing Specific creative elements can be tweaked to significantly increase view through rate and impact: WHAT WE LEARNED
  • 26. *Source: YouTube Trueview Playbook Pre-roll on YouTube that can be skipped after 5 seconds. People who choose to watch an ad are 75% more engaged than those who are forced to do so. YOUTUBE TRUEVIEW
  • 27. OUR TARGET: EVALUATE HOW TO MAKE UNSKIPPABLE YOUTUBE ADS
  • 28. 28 Previous research from Google showed that certain creative elements can be tweaked to impact view through rate and recall.* WE USED EXISTING RESEARCH TO IMPACT THE WORK *Source: Google Research, 2015, BBDO & YouTube working to solidify these creative guidelines in 2017 Branding in first 5 seconds Audio brand mention Branding in-situ (on product or in background) Music not used in first 5 seconds Utilize animation and text Include calls to action
  • 29. 1ST PLACE 2ND PLACE 3RD PLACE WE CREATED 10 DIFFERENT VIDEOS We leveraged Google’s existing research to create 10 different creative expressions of the same idea. The top three were measured by most impact on VTR and Branded Recall.
  • 30. THE MOST EFFECTIVE ELEMENTS IN THE TEST *Source: Google + BBDO Research, 2015 Included branding in first 5 seconds Included an audio brand mention Did not include a logo slaps (seen in-situ) Did not include music in first 5 seconds Utilized animation and text Included calls to action 1ST PLACE 2ND PLACE 3RD PLACE
  • 32. *Source: Snapchat Internal Data In 2016, Snapchatters watched over 10 billion videos per day. Sponsored lenses allow users to manipulate their face and/or environment in some way. Users are spending upwards of 20 seconds with them. Lenses provide brands with a true unprecedented video opportunity for engagement. SNAPCHAT BRANDED LENSES
  • 33. OUR TARGET: EVALUATE HOW TO INCREASE USAGE OF SNAPCHAT LENSES
  • 34. DIFFERENT APPROACHES FOR DIFFERENT LENSES Various creative approaches helped expose the elements that lead to a successful execution: Face Alteration: Significantly manipulated the user’s face Aligned to Larger Campaign: Supported other consumer facing communications Time Relevant: Live on Halloween Innovative Use of Tech: First to flip head upside down Altered User’s Environment: Changed the surroundings in addition to the face Altered Voice: Changed the voice of the user
  • 35. 35 Leverage Interactive Features Voice changers & “Try With a Friend” increases usage State Features Clearly Ensure viewers know what features are included in the lens with clear copy Focus on The Face Concept ideas that alter someone’s face rather than their environment Lengthen Animation Maximize time spent with the filter by taking advantage of the full 10 second animation Relevant Date Strategize a date that makes sense for the lens concept to increase usage Brand Authenticity Ensure the concept aligns to the brand and doesn’t feel like a force-fit Include Interactivity Optimize for Time Spent Context is Key WHAT WE LEARNED
  • 36. MONTH 00 2016 36 36 FAST FORWARD: VIDEO PRACTICES TO CONSIDER FOR 2017
  • 37. 37 First few seconds Design the leading content to draw in the viewer across feed-based environments like Facebook and opt-in environments like YouTube TrueView Don’t sit on Snapchat Leverage their new advertising offerings while consumers are still highly receptive to them Do something different Think about how to use popular platforms in a way that no one has before. CONSIDERATIONS FOR 2017