Response Marketing || The Pause Project V3

T eh
Created by Response Marketing to help brands think about
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October 2013.V3

thepauseproject.com | PAGE 1Oct 2013 | Response Marketing | Pause Project | Vol 03
Table of contents
1 // The Wide World of Online Video
2 // Vine, Instagram And Young Users
3 // Optimizing YouTube
4 // Watch and Shop ‘Til You Drop
3-9
11-18
21-23
25-29

thepauseproject.com | PAGE 3October 2013 | Response Marketing | Pause Project | Vol 03
With more universal access to
broadband and increasing mobile
speeds, online video continues
to grow rapidly. The capability of
video to communicate information
or evoke an emotion is powerful.
One minute of video, estimates
Forrester’s Dr. James McQuivey,
is the storytelling equivalent to
reading 1.8 million words.
Video may be at the tipping point.
Mobile video traffic exceeded 50
percent for the first time in 2012.1
The ad spend in online video is
estimated to double by 2016 to
about $8 billion.2
When it comes
to online video, YouTube is the
leader as a destination and ad
network, however, the landscape
is not just limited to YouTube.
Video properties like BrightRoll,
TubeMogul, Hulu, and Tremor,
amongst others, reach users
across the web. Some platforms,
like YuMe, are even able to target
ads to entire households, creating
a blitz that reaches that house-
hold’s decision maker or makers.3
1 The Wide World
of Online Video
//
“One minute
of video is the
storytelling
equivalent to
reading 1.8
million words.”
-Dr. James McQuivey,
Forrester Research
“Mobile video traffic
exceeded 50 percent
for the first time in
2012.”
1
Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017
2
Google/YouTube
3
http://adage.com/article/digital/video-ad-network-yume-homes-households/243007/

Oct 2013 | Response Marketing | Pause Project | Vol 03thepauseproject.com | PAGE 4
There are several key elements
to consider with video advertising.
Ad Visibility
Ensuring ads are above the fold
and seen.
Brand Safety
Giving brands transparency into
what sites their ads will appear on.
Cross-Screen Compatibility
Whether it’s a TV screen, desktop,
phone, or tablet, the ability
to connect with an audience
where they are consuming media.
Placement Quality
User-initiated, center-of-screen
video typically has the best
performance metrics.
The Wide World of Online Video
Audience Targeting
Targeting the right user at the
right time, not just based on the
publisher, but based on the data
profile of the user.
Analytics
Having real-time, actionable data
on performance allows campaigns
to be optimized in real time.
User experience with video is
increasingly important as attention
spans get shorter and screen
sizes get smaller. Viewers start to
abandon a video if it takes more
than 2 seconds to start up.4
When
it comes to watching videos online,
the audience is receptive when
their investment in watching
a video is worth their time. This
could mean that they aren’t OK
with watching your 60-second
brand video before the 2-minute
video they really want to watch.
But they may be OK with watching
your spot if it’s before a piece
of premium, long-form content.
In fact, ad completion rates are
higher when paired with videos
longer than 2 minutes versus
those under. 5
4
University of Massachusetts, Amherst & Akamai Technologies: Video Stream Quality
Impacts Viewer Behavior: Inferring Causality Using Quasi-Experimental Designs
5
Adobe Digital Index The U.S. Digital Video Benchmark

“If there’s one thing
we’ve learned, our
customers love video.”
-Lisa Utzschneider, VP, Global Advertising Sales, Amazon

As with other forms of digital
marketing, there are a number
of ways to gauge the
effectiveness of your video
placements including:
Views Comments
View Time Shares
Ratings Click-thrus
Conversions
When you look at views alone as
a metric, there is a big difference
in an impression that counts as a
view from a pre-roll ad compared
to a completed view where a
user has chosen to watch a video
to completion (or a significant
amount of it). Utilizing a cost-
per-view (CPV) approach to any
video ad spend helps eliminate
some of the unknown factors of
how effective the impressions
actually are since users have
seen the entire video. Additionally,
by incorporating the essential
message into the first 10 seconds,
you can still benefit from some of
the impressions without the cost if
a user chooses to skip.
Typically, one-third of viewers
abandon a video at the
30-second mark, 44% are gone
by the 60-second mark and 60%
leave before the end.6
Keeping
the audience engaged isn’t
easy, so if your message can be
communicated early in the video
and do so in an effective manner
you have a better opportunity to
see the fruits of the video’s labor.
Amazon is also now allowing
brands to include videos within
their pages. Lisa Utzschneider, VP,
Global Advertising Sales says,
“If there’s one thing we’ve
learned, our customers love
video. They love how-to video,
to learn more about a product
whether it’s beauty tips, consumer
electronics products, so we’re
very, very excited.”
With Amazon opening up video to
brands, the world of online video
just got a major boost.
Gauging Effectiveness
6
Visible Measures – Online Viewers Abandon Rates

Cost-Per-Impression Cost-Per-View
Brand pays for user starting video. Brand pays for user watching video
to end or a predetermined point.

Different Devices,
Different Consumption
With people having a “multi-
screen day”, the opportunities
to be exposed to video are
numerous. Depending on what
device they’re on, video plays
a different role. Video watched
on smartphones is driven by
shorter video clips, often outside
of the house, while tablet
consumption of video mostly
happens at home.7
Tablet users are three times as
likely to watch a video than smart-
phone users, and 10% of tablet
users watch a video every day.8
However, a lot of this consump-
tion is based on long content like
TV shows and movies. The tablet
is the escape mechanism while
the phone is the utility.
Within social media, video should
be a key component of any
brand’s content strategy. Within
Facebook, video content has
been responsible for almost ¾
of shares and viral reach.9
With
social networks increasingly being
accessed on mobile devices, and
sharing of video happening from
social networking sites, creating
video content that works well on
a small screen should be a top
consideration.
7
8
http://www.comscore.com/Insights/Press_Releases/2012/6/Majority_of_Tablet_Users_Watch_Video_on_their_Device
9

Instagram
NBC Morning
News
CNN
30 Rock
Vine
YouTube
YouTube Weather
General Surfing
SkypeYahoo! News
Facebook

2 The Very Visual Vine
And Instagram
//
The mobile-friendly user expe-
riences of Vine and Instagram
have driven significant adoption
among young users, making
them compelling networks to
message young consumers
and influencers. This is being
impressively executed by brands
like Trident, Lowe’s and Warby
Parker, primarily because they
demonstrate engaging brand-
relevant content strategies.
Vine
>40 million
Instagram
>150 million
18-24
18-24
25-34
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65+
65+

The posting restrictions of
each network have resulted in
mobile-friendly creation and
consumption experiences:
Instagram posts may be single
photos or videos under fifteen
seconds, and Vine posts may
only be looping videos under
six seconds, both of which
produce simple visual exper-
iences perfect for quick glances
throughout the day.
Creation is simplified by
Instagram’s focus on color-
filtered photos and videos and
Vine’s focus on looping videos,
both of which give posters
a clearly defined starting point
and simplify the posting process,
contrasted with Facebook
and Twitter which allow text,
photos, videos, links and more
to constitute a post. Just as
ordering from a restaurant’s
daily specials menu is simpler
because of less choices, posting
to a network with fewer post
variables is simpler because of
less choices.
The Very Visual Vine And IInstagram
Mobile-Friendly Restrictions

Just as ordering from a restaurant’s daily specials menu is
simpler because of less choices, posting to a network with
fewer post variables is simpler because of less choices.
Facebook Twitter Vine Instagram
AaBb AaBb
Http:// Http://

Brands Doing It Right
Harnessing social networks to drive relevant brand
engagement and virality requires content strategies
that attract attention, clearly support brand value
points, and are worth talking about. The following
executions by Trident, Lowe’s and Warby Parker are
sound executions of this, and proof that success in
social isn’t restricted to cute cat photos.

Trident’s #PayMeInLayers Vine
campaign focuses on the Trident
player, a tween who’s achieved
player status because of how
much Trident Layers gum he
has. To help create the campaign
Trident recruited Vine superstars
including Nicholas Megalis and
Rudy Mancuso, both of whom
have over 2 million Vine followers.
This partnership allowed Trident
to hit the ground running and
also cross-promote to Megalis
and Mancuso’s large audiences.
Trident also used footage
from the Vine shoots to create
a longer-playing music video,
Poppin’ Layers, which they
posted and promoted on their
YouTube channel.
Trident
Trident recruited Vine
celebrities to help create their
#PayMeInLayers campaign.
#PayMeInLayers was not included on
Trident’s Instagram account, which features
various goofery about how great Trident is.

Lowe’s choose helpful over
humorous for their #FixInSix
Vine campaign, creating a
collection of home improvement
how-to vines that included
jack-o’-lantern preservation and
gutter cleaning. Stop-motion
techniques helped condense the
information into six-second bits,
while also giving it an attractive
lightheartedness, all of which
helped win the campaign a 2013
Cannes Cyber Lion award.
Lowe’s created a collection of home improvement Vines
using stop-motion techniques.
Lowe’s

Warby Parker’s Instagram features
pictures and videos of their eyewear
atop creative backdrops, be it
vintage bedsheets or beards made
entirely of Skittles, thus making
the product the focus but in a
visually engaging manner. A simple
and solid execution of interesting
content that clearly supports the
product’s value points.
Warby Parker features
their eyewear products atop
funky backgrounds.
Warby Parker

Because of their similar audiences, deciding between a branded presence on
Vine or Instagram is more a matter of which network will better facilitate interesting
brand-relevant content. If you see opportunity in the wacky lightheartedness of
looping video then choose Vine, if you see opportunity in trendy photo and video
filters then choose Instagram.
In Short
Vine Instagram
Userbase > 40 million >150 million
Primary Age Bracket 18 - 34 18 - 34
Posting Options 6-second looping video
Single photos
15-second videos
Paid Media Options None Photo advertising

3 Optimizing YouTube//
YouTube’s audience is enormous.
It has three times as many unique
video viewers as Facebook.10
Most of YouTube’s mobile users
are males, in the 25-49 age
range, but the 50+ age growth11
is
showing the most growth.
It’s widely known that it is the
second largest search engine
behind only Google.
Everyone understands the
enormity of YouTube. But getting
the most out of the platform is
10
Google/YouTube
11
Google/YouTube
more than just putting a video
on there (or embedded on a
website) and driving users to it
through a paid media spend.

Optimization
One of the most overlooked
elements of video on YouTube is
the optimization of posted videos.
YouTube uses the video title,
description, and tags to index
videos. The title, along with the
thumbnail image, is the primary
driver of users choosing to watch
a video. In the title, start with the
most important keywords and
bring in the brand name towards
the end, and keep in mind the first
60 characters are what will show
up in search.
DESCRIPTION
The first 2 sentences of the
description are what will appear in
search results and within YouTube.
Linking to an external website or
social media presence can be
important here, as only the first 2
sentences will appear.
TAGS
Relevant keywords are important
to include as tags, placing the
most important terms first. Terms
that describe the category and
industry, type of video (how-to,
demo, product launch, etc.), and
longtail keywords should be used.
Just like in search, it’s important
to consider how users may be
looking for your type of content.
THUMBNAILS
Thumbnails, along with the
description and title, will also
Optimizing YouTube
Optimizing YouTube
appear in search results. They
don’t have to be still frames from
the video, and custom ones can
be created. It is important to
consider how they will appear
not only on the desktop browsing
experience but also on mobile
devices. The thumbnail will also
appear in the suggested videos
at the conclusion of videos. Along
with the video title, the thumbnail
image will be the most powerful
driver of viewer video choice.
# #
# #

ANNOTATIONS
Annotations are clickable text
overlays that can be added to any
video. You can ask viewers to like
or share a video, subscribe to the
channel, and link to the website
that’s associated with the channel.
You can use YouTube analytics
to determine which ones viewers
are clicking on. Annotations are
one of the most overlooked and
underused features on YouTube.
TRANSCRIPTIONS
Transcribing videos is another
often overlooked area. A caption
track can be uploaded with
each video, and YouTube will
automatically translate it into 58
other languages. One of the great
Optimizing YouTube
Optimizing YouTube
benefits of transcriptions is that
the transcribed contents become
searchable, in all of the languages
it is transcribed in.
AUDIENCE RETENTION
The audience retention tool in
YouTube analytics gives powerful
data into how the video is actually
performing. You will be able to
see where in the video viewers
may be dropping off and how that
compares to YouTube videos of
similar length. This will give key
insights into how the content of a
video is resonating or perhaps it
may even need to be re-edited if
there is large drop off of viewership
at certain content points.
AaBbCc
x
While YouTube is indeed the
second largest search engine,
it is important to keep in mind
why people are there. They are
there to watch a video and to be
entertained or informed. But the
opportunity exists to ultimately
get them to purchase. You can
even retarget off of your YouTube
visitors within the Google network
and drive people to convert.
With the right content, optimized
for discovery, and a consistent
content plan, YouTube has the
power to make a great impact
beyond just brand awareness.

4 Watch And Shop
‘Til You Drop
//
People are watching video for
more than just entertainment.
They are looking for how-to
videos, product demos, and
product information. But there
is often a disconnect from the
video viewing experience lead-
ing to the buy phase. That gap
is attempting to be bridged by
shoppable videos.

thepauseproject.com | PAGE 26 Oct 2013 | Response Marketing | Pause Project | Vol 03
Ben Sherman made their runway video
shoppable by linking on-screen models
to product pages.
Watch And Shop ‘Til You Drop

HSN is now experimenting with shoppable video through YouTube.

The fashion and beauty
industry was naturally the first
to experiment in this space.
Juicy Couture, Gucci, and Ben
Sherman rolled out videos
while TRESemme was the
partner that YouTube launched
their widget with.
Solid data on results and best
practices are still in their infancy,
though some initial case studies
provide some optimism. RipCurl
released a shoppable video for
a new bikini line, and found that
the average engagement time
with the shoppable video was 2
minutes and 20 seconds, for a 1
minute and 10 second video.12
Interactive videos and video ad
units have also been emerging.
Platforms like Brainient have
enabled features such as store
locators, email signup, and
social media integration into
videos. These types of inter-
active units have seen increased
brand awareness, ad comple-
tion, and engagement rates
when compared to standard
pre-roll ads.13
Product integration and product
placement can see the benefits
in the future. Picture a tool being
used in a “how-to” video that
can be clicked on and purchased,
or a piece of furniture from Ikea
in a showroom video.
12
https://www.wirewax.com/interactive-video-case-studies/ 13
http://www.innovid.com/insights/benchmarks
There are still many improve-
ments to be made to the user
experience. The video is typically
paused when a user clicks on
an item, which does not create
a seamless experience. In one
study, 56% of consumers would
consider using shoppable videos
to make purchases; but over half
of them would do so only if the
purchase did not navigate away
from the video they are viewing.
When the technology gets
worked out, the production and
editing will also need to ensure
that product shots are on screen
long enough for a user to identify
and make the click before it cuts
away to another frame.
“The average
engagement time
with [Ripcurl’s]
shoppable video
was 2 minutes
and 20 seconds,
for a 1 minute
and 10 second
video.”

Once Amazon integrates
shoppable videos widely into
their platform, which they have
announced, users will become
accustomed to purchasing from
within a video, and that will
accelerate the growth of the rest
of the industry. Affiliate programs
can grow out of user-generated
videos, not just videos directly
from brands. Shoppable video
is just one element that will drive
the predicted growth of the
online video world.

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