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Consuming Content - From Vintage to Interactive
This document discusses the evolution of visual content and how people consume it over time. It traces the development from cave paintings and Egyptian glyphs to modern platforms like television, computers, phones and social media. The document emphasizes that marketers need to evolve with new forms of interactive video in order to better engage consumers. Interactive video outperforms traditional pre-roll ads by increasing engagement, awareness, activity rates, completion rates and click-through rates. It also allows marketers to track user behavior through analytics.
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Consuming Content - From Vintage to Interactive
- 1. CONSUMING CONTENT From VINTAGEto INTERACTIVE: Follow me on Twitter @MATT_SILTALA
- 2. 10,000 BC Primitive CavePaintings Egyptian Glyphs 5,000 BC Medieval Manuscripts 1,200 – 1,500 AD THERE HAS ALWAYS BEEN VISUAL CONTENT @MATT_SILTALA
- 3. Television in the mid1900’s @MATT_SILTALA Computers in the 1980’s Phones Access Internet in early 2000’s Visual Content in early 1900’s HOW WE CONSUME CONTENT EVOLVED
- 4. Can you imagineif we still had ads like these? @MATT_SILTALA
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- 6. 183 MILLION AMERICANS Asonline video usage increases, WATCHED MORE THAN in January 2014 @MATT_SILTALA 48 BILLION VIDEOS
- 7. @MATT_SILTALA The Rise of VISUALCONTENT PLATFORMS With 70,000,000 users, Pinterest has grown faster than any other independent site in history Instagram has 300,000,000 active users with 1.2 billion likes per day and 20 billion shared photos Facebook has 1,000,000,000 active users with 4.5 billion likes per day and 350 million shared photos
- 8. @MATT_SILTALA VIDEO MARKETING HASEVOLVED Interactive Videos Gain Momentum in the 2010’s First Clickable Web Banner in 1994 First YouTube Video Uploaded in 2005 First “Interactive” Video on YouTube in 2008
- 9. Different Platforms Pre-roll interactiveInteractive Video Interactive Programming @MATT_SILTALA
- 10. Choose a Video @MATT_SILTALA HowInteractive Videos Work
- 11. Joker Riddler Catwoman @MATT_SILTALA Choose a Villain
- 12. Climbing The BatMobileThe Bat Motorcycle @MATT_SILTALA Find Cat Woman By
- 13. Ka-POW! She Caught you. YourBat senses need some refining. You should have known that Cat Woman is a wiz with ropes. Try Again. @MATT_SILTALA
- 14. @MATT_SILTALA Choose a Video HowInteractive Videos Work
- 15. Day out withEthel Taking a drive with friends Helping Ricky with a show @MATT_SILTALA Choose an Event
- 16. Exercise See ashow Check out the Chocolate factory @MATT_SILTALA What to do with Ethel
- 17. The Chocolate factorywas fun, but there was a malfunction… Now Lucy and Ethel have a belly ache. @MATT_SILTALA
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- 19. @MATT_SILTALA 3 REASONS you needto evolve Consumers want to take an active role in their brand experiences Interactive Video Outperforms static pre-roll in every category All the user-behavior can be tracked through analytics 1 2 3
- 20. ACTIVE ROLE INTHEIR BRAND EXPERIENCE @MATT_SILTALA 1 Consumers want to take an
- 21. SHARE A COKECAMPAIGN @MATT_SILTALA 125,000+ Share a Coke campaign posts shared across digital channels 96%of sentiments have been positive or neutral 11.8%Increase in brand lift
- 22. GO PRO’S VIRALVIDEO MARKETING CAMPAIGN @MATT_SILTALA
- 23. @MATT_SILTALA BILLBOARDS Passive Advertising is bestfor passive devices
- 24. @MATT_SILTALA BILLBOARDS Passive Advertising is bestfor passive devices MOBILE Interactive Advertising is best for interactive devices Click to Find Out More!
- 25. @MATT_SILTALA static pre-roll inevery category 2 INTERACIVE VIDEO OUTPERORMS
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- 31. @MATT_SILTALA Custom Interactive Campaigns generate 5.6TIMES MORE ACTIVITY than standard Pre-Roll Campaigns
- 32. @MATT_SILTALA Get more timethan what you paid for with INTERACTIVE VIDEO!
- 33. @MATT_SILTALA CAN BE TRACKEDTHROUGH ANALYTICS 3 All the user-level behavior DATA IS KEY
- 34. Track every clickto tell conversion rates Lead Intelligence Response Rates How to be more effective @MATT_SILTALA
- 35. use interactive videoto shape future campaigns @MATT_SILTALA SMARTER MARKETERS
- 36. @MATT_SILTALA DATA THAT Connected tosystems you depend on crm, cms, lms, analytics, etc. The key is to make sure you have it working to know what is going on MATTERS
- 37. Brands leading thechange @MATT_SILTALA
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- 39. The battle ison @MATT_SILTALA
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- 42. So you canall but bet the house they will be putting more focus on video in the SERPs to win back the majority of the market @MATT_SILTALA ? Either way - Google does NOT like this. ?
- 43. @MATT_SILTALA “We’re seeing suchdemand from marketers to run more video campaigns and get more reach,” says Ameet Ranadive, Twitter’s senior director of revenue product. “It’s about delivering additional value for advertisers; now they can come to one place and with a single click extend those campaigns.” The message Twitter’s trying to send: Twitter is so much bigger than just Twitter.
- 44. Interactive video isredefining content platforms as well as how social and community building is done. @MATT_SILTALA Marketers must EVOLVE
- 45. Follow me onTwitter @MATT_SILTALA THANK YOU
Editor's Notes
- #5 https://www.youtube.com/watch?v=vRYfouuHPvs
- #6 First picture: Apple Computer launched the Macintosh, the first successful mouse-driven computer with a graphic user interface, with a single $1.5 million commercial during the 1984 Super Bowl. Based on the Motorola 68000 microprocessor, the Macintosh included many of the Lisa´s features at a much more affordable price: $2,500. Second picture: IBM released its PC Jr. and PC-AT. The PC Jr. failed, but the PC-AT, several times faster than original PC and based on the Intel 80286 chip, claimed success with its notable increases in performance and storage capacity, all for about $4,000. It also included more RAM and accommodated high-density 1.2-megabyte 5 1/4-inch floppy disks.
- #9 https://www.youtube.com/watch?v=vRYfouuHPvs
- #10 pre-roll http://www.netlingo.com/word/pre-roll.php The name of an online video commercial that appears prior to an online video, it is typically :10 - :15 seconds in length. Once you click on certain online video links, you will be forced to watch a short commercial before the video content. This snippet of online advertising is known as "a pre-roll" or just "pre-roll" (as opposed to a mid-roll or post-roll). See more at: http://www.netlingo.com/word/pre-roll.php#sthash.0qIhLWzO.dpuf http://techterms.com/definition/interactive_video Interactive video (also known as "IV") is a type of digital video that supports user interaction. These videos play like regular video files, but include clickable areas, or "hotspots," that perform an action when you click on them. For example, when you click on a hotspot, the video may display information about the object you clicked on, jump to a different part of the video, or open another video file.
- #19 Here’s the link http://avalaunchmedia.com/news/Avalaunch-media-has-moved
- #22 http://www.wsj.com/articles/share-a-coke-credited-with-a-pop-in-sales-1411661519 http://www.slideshare.net/MediaWorks1/ncmpr-presentation-oct14 Coke out performed both Pepsi and Dr. Pepper last summer both in volume and in dollars with it’s “Share a Coke Campaign. They swapped coke name with top 250 teen and millennial names Created personalized bottles and share on FB, Tumblr, Twitter, Instagram Incorporated hashtag #ShareaCoke – users could be featured in campaign 500-stop cross-country tour
- #23 The gopro screen shot is a hyperlink to their going public video. Only 1:40 and very applicable to the presentationl. http://www.nydailynews.com/news/national/gopro-marketing-turns-top-youtube-brand-article-1.1875573 GoPro's viral video marketing campaign turns it into top YouTube brand in the world The San Francisco-based company launched its channel four years ago and started producing videos as a way to promote its cameras. But the popularity of the campaign took a life of its own, and now GoPro is taking a cue from its customers and producing many of its own videos as well. The change has tripled their amount of views so far this year.
- #26 Focus is on PRE ROLL cause I am trying to bring the ROI content to Pubcon vs the share and get likes content