INTERNET KILLED THE VIDEO STAR
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A presentation I did in Summer 2015 to Nespresso's HQ Marketing Department to explain in simple words how video is produced, edited and distributed on the web. (Open in slideshare for notes and links!)
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INTERNET KILLED THE VIDEO STAR
- 1. Digital Learnings #2 - video @scualis
- 2. Digital Learnings #2 - video @scualis VIDEOAgenda 1. How do people consume video today? 1. The shift in media technologies 2. New consumer habits 3. New celebrities 2. Where are videos distributed online? 1. Videos in the web ecosystem 2. Seeding a video 3. Videos pushed with media buying 3. What are the best practices? 1. Designing a viral hit 2. Mixing channels 3. Monitor analytics and optimize
- 3. Digital Learnings #2 - video @scualis VIDEO 1. How do people consume video today?
- 4. Digital Learnings #2 - video @scualis The shift in media technologies Source: Nielsen Total Audience Report | Q4 2014 Streaming VOD services Pure digital players 1. How do people consume video today?
- 5. Digital Learnings #2 - video @scualis Average time spent per adult 18+ per day Source: Nielsen Total Audience Report | Q4 2014 1. How do people consume video today?
- 6. Digital Learnings #2 - video @scualis U.S. teens most popular Celebs Source: Variety | August 2014 1. How do people consume video today?
- 7. Digital Learnings #2 - video @scualis VIDEO 2. Where are videos distributed online?
- 8. Digital Learnings #2 - video @scualis Social Media 3rd party websites Messaging apps Video Platforms Where are videos hosted online? 2. Where are videos distributed online?
- 9. Digital Learnings #2 - video @scualis Social Media 3rd party websites Messaging apps Video Platforms Seeding a video 1. Upload the video on a video platform 2. Embed video 3. Promote with paid 4. Video gets shared 2. Where are videos distributed online?
- 10. Digital Learnings #2 - video @scualis Source: https://www.youtube.com/playbook Real premium content, pushed with media budget, use tent-pole programming Content that binds a loyal and engaged community together. Involving users on videos Always on content, without media buying relevant to the brand and native search HERO HUB HELP • Over 1 billion users on YouTube • Every day people watch hundreds of millions of hours on YouTube and generate billions of views Content Framework: HERO, HUB, HELP Video Platforms Creative Strategy: 9 fundamentals Optimize 1. Shareable Content 2. Conversational 3. Interactive 4. Consistent 5. Targeted 6. Sustainable 7. Discoverable 8. Accessible 9. Collaborate • Metadata • Thumbnails • Annotations • Playlists • Channel Experience 2. Where are videos distributed online?
- 11. Digital Learnings #2 - video @scualis Source: https://www.thinkwithgoogle.com/platforms/video Leaderboard Examples 2. Where are videos distributed online?
- 12. Digital Learnings #2 - video @scualis Source: https://www.thinkwithgoogle.com/platforms/video Food Channel Examples 2. Where are videos distributed online?
- 13. Digital Learnings #2 - video @scualis Social Media • Facebook ranked #2 in August 2014 in video views with 108.3 million viewers • Instagram announced more than 150 million monthly active users in Sept 2013 Source: Comscore • Community first tag people and pages on your videos • Aggressively challenging video platforms with same features • More a lifestyle/real life creative approach • Higher viral potential • Conversational • Some formats limitation 2. Where are videos distributed online?
- 14. Digital Learnings #2 - video @scualis • Video Streaming services • Ephemeral content Video Stream • Showcase Company Culture • Secret announcements • Build up anticipation for an event • Release discounted ticket codes • Estimated 100-200 million monthly active users on Snapchat • Persicope acquired by Twitter on March 26, 2015 2. Where are videos distributed online?
- 15. Digital Learnings #2 - video @scualis Pushing videos with Media Buying Common Formats 2. Where are videos distributed online?
- 16. Digital Learnings #2 - video @scualis Pushing videos with Media Buying Common Formats 2. Where are videos distributed online? inStream
- 17. Digital Learnings #2 - video @scualis Pushing videos with Media Buying Rich Media banners - MPUs Video distribution solutions …with targeting and programmatic capacities Age Gender Geography Daypart Platform Context Behavioral 2. Where are videos distributed online? Common Formats
- 18. Digital Learnings #2 - video @scualis VIDEO 3. Best Practices
- 19. Digital Learnings #2 - video @scualis Designing a viral hit What makes something go viral? In its simplest terms, virality is achieved when 2 factors combine: 1. When the number of shares per person is above 1 (virality coefficient) 2. When there is a short amount between someone seeing and sharing 3. Best Practices
- 20. Digital Learnings #2 - video @scualis Designing a viral hit Why do people share? Videos with elicit high intensity psychological responses are shared much more than videos which evoke mid-low intensity responses. A single high-intensity psychological response will drive sharing more than any medium intensity response. 3. Best Practices
- 21. Digital Learnings #2 - video @scualis Designing a viral hit Remember, 300 hours of video are uploaded every minute. RULE I: EMOTIONNAL CONTENT IS SHAREABLE CONTENT 3. Best Practices
- 22. Digital Learnings #2 - video @scualis Designing a viral hit Virality works in clusters. Identify audiences relevant to involve with your content RULE II: INVITE AUDIENCES ALONG 3. Best Practices
- 23. Digital Learnings #2 - video @scualis Designing a viral hit Generate momentum early on – creating a snowball effect RULE III: KEEP THE MOMENTUM GOING 3. Best Practices
- 24. Digital Learnings #2 - video @scualis Mixing channels Studies benchmarked how real TV schedules across key advertiser verticals perform as money moved to digital 3. Best Practices Source: Nielsen US 2013 Case study: TV achieved 82% Reach (488 TVRs), Online Video added 2.23% Incremental Reach.
- 25. Digital Learnings #2 - video @scualis Mixing Channels Ways of connecting TV to online: - CALL TO ACTIONS in TV Spot - SCHEDULING AND TARGETING - SHAZAM-LIKE TECHNOLOGY - SOCIAL MEDIA MONITORING AND TARGETING 3. Best Practices
- 26. Digital Learnings #2 - video @scualis Mixing Channels 3. Best Practices Make use of various source for creations
Editor's Notes
- Since its very creation, video has been a powerful medium to transmit messages, atmospheres and emotions to audiences. It is the art of recording moving visual images to simulate experiences, communicate ideas and tell stories. Gregory Colbert began his career in 1983 making documentary films on social issues. He then turned to photography and exhibited for the first time in 1992 at the Museum of the Elysée. For the next ten years, he planned a series of long explorations in remote places. His films capture extraordinary moments of contact between people and animals in their native environments. His intention with those mesmerizing images is to depict the world not as it is, but as it might be — a world in which the natural and artificial boundaries separating humans from other species do not exist. His works are exhibited in The Nomadic Museum, a temporary structure meant to travel around the world with no final destination. This video is a trailer of his exhibition and it was published in Vimeo, one of the biggest video platform, very art-oriented. Vimeo featured the video in its «Staff Pick», a curated list of videos carefully handpicked by the people working in the company. He has also edited short samples that he publishes in his Facebook account. Those assets link to his own website, where visitors can find news and subscribe to a fan community that he is building up for future exhibitions. A simple yet effective strategy to leverage Video on the web.
- Trad: only 24.5% are watching TV like our parents used to. Internet and broadband acces have disrupted the market, offering consumers the possibility to easily stream their favourite movies and shows. Demographics: homes with no SVOD and broadband are more likely to be over 55 and less likely to have kids. SVOD households are young to middle-aged and more likely to have children. SVOD and high-speed internet penetrations are strongly income related. SVOD Households are high-tech households They are above-average for HD penetration, enabled Smart TVs, DVRs, and Videogame Consoles. They have multiple PCs and Tablets New players in the industry are streaming services like NetFlix and Hulu. The landscape has created new competitors—akin to a modern-day gold rush—for traditional video and audio, with the emergence of a relatively small number of digital leaders, all of whom are looking not just to compete, but to stake a claim and prosper in that space. Economics remain challenging for them to grow. With continued and accelerating fragmentation, the risks and rewards are potentially high, and the ability to stake a claim in the expanding industry pie is central to companies’ growth. Original Content is key for the success of those media companies. VICE has recently expanded from a punk magazine to building a multimedia network, including the website VICE.COM as well as a network of international digital channels, a TV and feature film production studio, record label, magazine and a book-publishing division. Its main properties include the vice.com website, 9 other digital channels including Vice News, and Vice magazine. operating in 36 countries. They go deep into the passion of their visitors and multiply their touchpoints (fb, youtube, snapchat) Generation Y grew up in the 90’s, open to change Today, Viewster’s Video on demand service is available in more than 120 countries. According to third party audits, Viewster reaches more than 39 million unique visitors per month [3] and ranked top 10 online video property in the U.S. in August 2014.
- Consumers are adding time to their media day and making time to connect with their favorite content, no matter where it exists. Devices and services that enable on-demand access to content, subscription-on-demand services that deliver programming content as well as audio content, are growing by leaps and bounds. -> Increased video viewing on digital platforms to both native digital content and TV-produced content, as well as the rise of SVOD across all platforms, are changing the way we look at the consumption of traditional media. TV remains the biggest consumption, maybe very us-typical to come home and leave the TV running Using a game console, can be very disparated and is a major industry nowadays. Using internet (not at work) < time on a smartphone nowadays Another new reality is that increasing consumer time and attention creates opportunities for content owners.
- The survey, conducted for Variety by celebrity brand strategist Jeetendr Sehdev, asked 1,500 respondents a battery of questions assessing how 20 well-known personalities stacked up in terms of approachability, authenticity and other criteria considered aspects of their overall influence. Half the 20 were drawn from the English-language personalities with the most subscribers and video views on YouTube, the other half were represented by the celebrities with the highest Q scores among U.S. teens aged 13-17, as of March. How much to pay for a sponsorship? 0.05$ to 0.15$ for a trueview in-stream ad. Also traditionnal celebs going to youtube Watching and sharing new video formats
- Video platforms Social media Messaging apps 3rd party websites
- Embedding Direct link Maximizes number of view and ranking of a video
- SUBSCRIPTION FIRST Why does Discovery Channel have Shark Week every year? Why are scary movies released around Halloween? Why do talk shows have relationship experts on just before Valentine’s Day? The answer: tent-pole programming.? Keep the conversation going throughout the year. Mixing always on + campaign communciations, to target buyers (maintenance video) and non-buyers (GC) 1. Is your content Shareable? Will people view your video and feel the urge to share it with their friends? Is it something that people would use as a conversation starter or perhaps as a way to bridge gaps in a conversation? Does it contain a joke or valuable information? Does it display emotions about a particular event or topic? When people share your video, what are the first 15 words they would use to describe it? These are what you want to add to your list of searchable keywords. 2. Is your content Conversational? Do you make your viewers want to give their input? To answer question via comments or video? Do you ever give a time for users to contact you? Do you read their comments? Do you make them feel like they are being involved? Do you make them feel like they could be friends with someone like you in real life? 3. Is your content Interactive? Have you ever given consideration to the idea of doing special contests? People on YouTube will sometimes have numbers in the background, or hide things meant for viewers that pay special attention to see. For example, when you find all the numbers, it can be a phone number or a special code to enter on a website. It could also be an answer to a riddle your viewers have to solve to get a prize. Let your creativity flow and try to interact as much as you can with your viewers. This also includes making annotations that will direct viewers to another video of yours. 4. Is your content Consistent? Provide certain aspects that will make people want to return to your channel. Do you have special routine in your video that your viewer base will remember and look forward to seeing? If it is something they become used to and you forget about it, you can be sure they will let you know. Try to provide videos of the same topic or genre. You don’t want go from cooking to gaming unless all your videos are about cooking and gaming. If something works well, continue using it. If you want to start something new make sure you give it it’s own space, either be part of the show or on a new playlist or channel. These change ups would occur without warning. Needless to say I unsubscribed. If you get your viewers used to you providing videos of a certain subject, do not change it up on them without informing them that you are changing the direction of your content. 5. Is your content Targeted? Do you have a specific target audience in mind? Make sure that you are aware of the type of content you will provide based on your target audience. Stick to it. Is it for children, young adults, or a more mature audience. Is it for entertainment or educational purposes? Who watches your videos the most? Go look at the analytics page on your YouTube page to find out. https://www.youtube.com/analytics?o=U 6. Is your content Sustainable? If you are successful, are you able to keep using the same ideas to push more videos and maintain viewer and subscriber numbers? Is it something they will become bored with after a while? Is it just trending, or is it going to remain funny for years to come and be worth watching again and again? 7. Is your content Discoverable? Are your videos going to show up on the trending news when viewers search YouTube for new content to watch? For example, there is a real storm happening in the world and you make a video titled the Big Storm containing video game content. Matching your video name to actual event will give you more views, but be careful not to abuse it and make sure it is somehow related to what is in your videos. Keep in mind that most viewers on YouTube are always searching for new ways of being entertained. They look for something valuable, something that will be worth their time. Misleading or “Troll” titles can make viewers angry when they feel they have wasted their time. 8. Is your content Accessible? Can your video be watched from Mobile phone? Can your video be watched from anywhere in the world? Do you have age restrictions? Can a new subscriber watch your video and get hooked without previous knowledge about your channel? 9. Is your content Collaborate-able? Is there place to invite people on your show? Or is it always about what you do? What could you do to change that? What could you gain from having a guest appear on your show? Your viewers and subscribers will tend to watch your channel more if you keep putting out new content. OPTIMIZE You Tube is the #2 search engine in the world Good metadatas is good discoverability +GUIDELINES Video Platform often have the best features on the players (description, subtitles, annotations, CTAs) https://www.thinkwithgoogle.com/platforms/video/
- Video Platform often have the best features on the players (subtitles, annotations, CTAs)
- COMMUNITY FIRST
- Streaming FIRST Simply put: the new live streaming apps aren’t a phenomenon, no matter how much certain sectors of the tech press and beyond desperately want them to be. They’re a niche prospect right now – neither a source of compelling viewing, nor a place where broadcasters can easily build up truly significant audiences. Mobile live streaming will continue to see spikes in interest around big events, but we’re still not in a world where huge numbers of people feel the need to take to live streaming to show off what they’re doing. Facebook, Twitter, Instagram, Vine and Snapchat all allow you to easily manage how you appear. Periscope and Meerkat don’t. Live streaming is more exposing. Snapchat confusing UI http://marketingland.com/marketers-guide-snapchat-story-feature-117724 While we were using old social media, a revolution has been bubbling underneath us. Remember when Twitter used to be just updates of what people were eating for lunch? And then they became the #1 source for world news. Remember when YouTube was just cat videos? And then it became the #1 place to hear new music and watch out of print movies. That’s where Snapchat is right now. The beginning. The Wild West. But what will it become? Snapchat ‘Stories’ reminds me of how people would describe NYC Public Access TV in the 80s. You never knew what was going to come on. It could be a random cooking show, or it could be Andy Warhol on TV Party. It could be Ugly George. It could be NSFW and politically incorrect. Snapchat is the only social media that can deliver this feeling today. When you log on and swipe left, you will see all the latest active channels on your network and whatever they’ve shared in the last 24 hours. You never know what you’re gonna get because people’s lives are unpredictable. It’s exciting because you know that it’s happening right now. Of course some people’s ‘Stories’ are merely a vehicle for posting really long “selfie-movies”. But if you ask around, you’ll hear about the people doing more with Snapchat. You’ll hear about the people creating art and engaging in raw storytelling. It’s beginning already. Maybe that’s why Facebook tried to buy it for 3 billion last year.
- Premium Teads.tv CPV
- Creative use despite intrusiveness CPV / CPM (.05 – 0.15$ per view) If CPM are you considering a view for at least a number of duration?
- Targeting / Programmatic – sky is the limit… or rather the Retargeting allows you to create re-targeting list & to re-engage with those who have previously visited your brand channel, watch your video or viewed a True View ad. publisher is
- +tweetingbra
- Emotional content is shareable content
- Your content needs to be CRAZY emotional enough as to trigger a physiological reaction. You are competing with popular culture. It’s like being on a raft in the middle of the ocean, trying to do some waves with your content.
- Build in-roads to audiences via exclusives, integrations, or winks. Invite CM to a GC shooting! You have to identify audiences, focus on what communities are relevant to involve with your content and what makes them tick. Maximise the chances of any individual seeing a piece of content.
- If your video hasn’t gone viral in the first days, the buzz is basically off. Keep the momentum going, feed the monster. Generate conversation Budweiser strategy was to invest heavily in first days on media buying.
- GCJD UK: The Reach Curve slide shows how much incremental reach was achieved on top of the TV campaign by allocating budget to digital. TV achieved 82% Reach (488 TVRs), with a total investment of XXXX, costing XXX to reach each TVR. Online Video added 2.23% Incremental Reach. From Week 7 to Week 9, TV gained 3% extra reach, at a cost of XXXX. Therefore, it became increasingly more expensive to reach that same audience. It may not seem as if Online Video added much extra reach, but lets put it into context. The digital portion of the campaign cost XXXX to deliver 2% Incremental Reach. It would have cost Nespresso approximately XXXX to deliver the same Incremental Reach on TV.
- So many opportunities. Digital is not a frontier, see it more as new ways to expand your ideas. You are no longer bound to the old 30s format, express yourself. Create content that matters, entertain, educate or inspire It will be measurement that holds a key to enabling true understanding of this audience behavior (in real-time) to inform dynamic content and advertising in an ever-fragmenting media world. Accordingly, to do so, audience measurement will transform dramatically to capture and accurately value the “total audience.” In a multi-screen world, mobile shouldn't be thought of as just the second screen—the behaviors observed in this research suggest that mobile is important as a main screen. What role can video play for your campaigns on smartphones compared to TV or laptop? What companion experience can you build using smartphones? Create in-the-moment experiences As mobile captures consumers' full attention, at home or on the go, brands now have the opportunity to reach people anywhere. How can brands deliver in-the-moment, real-time experiences to make use of that full attention?