Creative Considerations for Video Video viewing is shifting to mobile, and it’s building brands Facebook is at the center of mobile video, helping great work become famous work

1. The :03 Second Audition
Creative Considerations for Video
Haswar Hafid, Head of Agency | April,2016

2. Television is called a new medium, and I have
discovered why they call it a medium -
because nothing is well done.
— Fred Allen,Radio Personality
December 17, 1950

4. Many of the same things are being said
about this other new medium
Source: eMarketer, US , April 2014.
Mobile
Digital
TV
Radio
1950 1960 2000 2010

5. Video viewing is shifting to mobile,
and it’s building brands
Share of mobile and tablet video plays* Purchaseintent of us internet users who watched
digital video ads, July 2014% of respondents**
Sources: *Ooyala GlobalVideo Index Report, Q1 2014. (Study measured the anonymized viewing habits of viewers in 239 countries and territories,
and data from Ooyala’s video publishers, which include hundreds of video publishers, brands and operators.) **eMarketer, October, 2014.
Smartphone
Tablet
PC
52%
56%
64%
Aug 2011 Apr 2012 Dec 2012 Aug 2013 Mar 2014
25%
20%
15%
10%
5%
0%
532%growth in viewing from
2012 to 2014

6. Facebook is at the center of mobile video,
helping great work become famous work
Sources: *Facebook Internal data on content creation from Jan 1, 2013–Nov 1, 2014, accessed on Nov 1, 2014,US. **Facebook Internal Data, April 2016. Facebook Internal Data, March 2015.
In theUS, video posts
per person on Facebook
have grown
94%
year over year*
75%
of video views happen
on mobile***
8B
video views
every day**
53%
of all views come from
shares***

7. What we’re learning
The :03 second
audition
Sight, sound,
motion
Stories not
seconds
Atomized
storytelling

8. The :03 second audition
Make the first few seconds count

9. Source: Facebook Marketing Science analysis of 173 Nielsen Brand Effect studies, March 2015.
The :03 second audition
Make the first few seconds count

10. What we know about the first 3 seconds
What we’ve seen maximize view rates:
1. Eye-catching frames – graphics, vivid imagery, performance
2. Strong visual cues – title cards, supers, brand assets
3. Celebrities
4. Calls to action to watch (in post copy)
Source: Facebook Internal Data. Sampled US Video Ads1 week in October 2014; Based on a sample of 28 of the top decile ads by view rate and 16 of the lowest decile ads by play rate.

11. Sight, sound, motion
Embrace the silence

12. 0
5
10
15
20
25
30
0 10 20 30 40 50 60
15s 30s 60s
Stories not seconds
Focus on storytelling, not length
Source: Facebook Internal Data, US Video Ads, March 2015.
%ofaudienceretained
Seconds watched
Completion % by video length

13. Atomized storytelling
Message over time and through the funnel
Source: Adaptly, Facebook, and Refinery29. A Research Study on Sequenced for Call to Action vs. Sustained Call to Action. July 15, 2014.
0
200
400
600
800
1000
1200
Control Sustaining Sequencing
ConversionRate by Storytelling Approach

14. Recap: What we’re learning
The :03 second
audition
Make the first few
seconds count
Sight, sound,
motion
Embrace the silence
Stories not
seconds
Focus on storytelling,
not length
Atomized
storytelling
Message over time and
through the funnel

19. Key takeaways
Mobile video Native
Facebook video
Great content wins
(and getsfamous)
You create
the container
Let it breathe