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Digiday Video Advertising Summit | Direct Agents
- 2. DIRECTAGENTS DINESHBOAZ Co-Founder / Creative Director
- 3. DIRECTAGENTS Direct Agents DIGITALCONTENTLAB We help build & transform brands through Media Strategy, Creative & Analytics
- 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
- 13. DIRECTAGENTS DINESHBOAZ Aerial Photographer & National Geographic Award Winner
- 20. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience WHYVIDEO?
- 21. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling WHYVIDEO?
- 22. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data WHYVIDEO?
- 23. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations WHYVIDEO?
- 24. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations WHYVIDEO?
- 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. 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. 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. 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. 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. DIRECTAGENTS Consumers in the United States spend nearly as much time watching videos as they do working, nearly WHYVIDEO?
- 31. DIRECTAGENTS 40 hours. Consumers in the United States spend nearly as much time watching videos as they do working, nearly WHYVIDEO?
- 32. DIRECTAGENTS Videos are shared on social media WHYVIDEO?
- 33. DIRECTAGENTS 1200% Videos are shared on social media more than images and text combined WHYVIDEO?
- 35. DIRECTAGENTS 64%of consumers are more likely to buy a product after watching a video on it WHYVIDEO?
- 37. DIRECTAGENTS 71%of Gen Z watches more than three hours of online video daily WHYVIDEO?
- 39. DIRECTAGENTS 1 billion YouTube has over users, making it the largest streaming site in the world WHYVIDEO?
- 40. DIRECTAGENTS Marketers are still not effectively using video. WHYVIDEO?
- 41. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations HARNESSINGYOURAUDIENCE
- 43. DIRECTAGENTS Go Beyond Persona Mom Athletic Lifestyle Lululemon Healthy Cooking HARNESSINGYOURAUDIENCE
- 44. DIRECTAGENTS Go Beyond Persona Mom Athletic Lifestyle Lululemon Healthy Cooking Mom Ladies Night Bottle Service Dancing HARNESSINGYOURAUDIENCE
- 45. DIRECTAGENTS HARNESSINGYOURAUDIENCE Behaviorally targeted ads are twice as effective as non-targeted ads. Think About Behaviors
- 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. 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. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations EFFECTIVESTORYTELLING
- 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
- 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. 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. 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. 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. 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. 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. 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. DIRECTAGENTS Effective Storytelling Case Study Differentiating Colgate from other brands who have a lower price point. Brand Challenge EFFECTIVESTORYTELLING
- 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. 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
- 65. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations LOOKINGATYOURDATA
- 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. 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. DIRECTAGENTS 01. Why Video? 02. Harnessing Your Audience 03. Effective Storytelling 04. Looking at Your Data 05. Innovations INNOVATIONS
- 70. DIRECTAGENTS 1.5 billion TikTok has INNOVATIONS downloads, outperforming Instagram
- 72. DIRECTAGENTS TikTok was the third most downloaded app in 2019 Q1 with INNOVATIONS
- 73. DIRECTAGENTS 188 million TikTok was the third most downloaded app in 2019 Q1 with new users, growing INNOVATIONS
- 74. DIRECTAGENTS 188 million TikTok was the third most downloaded app in 2019 Q1 with new users, growing INNOVATIONS 70%from Q1 2018
- 75. DIRECTAGENTS INNOVATIONS If you want to reach Gen Z…
- 76. DIRECTAGENTS INNOVATIONS If you want to reach Gen Z… you must be on TikTok.
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
- 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. 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. 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. 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. 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. 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
- 98. DIRECTAGENTS Where to Find Us Instagram @BeatsbyDinesh @DirectAgents @Futurefirststudio www.directagents.com/podcast Podcast TAKEAWAYS www.directagents.com Website