At LSA|14 a panel of local video experts shared the four must-have components of a successful local video ad strategy and how they can be used to strike gold.

1. What’s Your Multi-Screen Video Strategy?
John McIntyre
Local Search Association Idea Lab Session
David Corts Patrick Tam
Founder & CEO President & COO Strategic Partner Manager

2. What’s Your Multi-Screen Video Strategy?
John McIntyre
Local Search Association Idea Lab Session
David Corts Patrick Tam
Founder & CEO President & COO Strategic Partner Manager
Welcome! My name is John McIntyre, CEO of Sightly, a video
advertising technology company based in San Diego.

3. What’s Your Multi-Screen Video Strategy?
John McIntyre
Local Search Association Idea Lab Session
David Corts Patrick Tam
Founder & CEO President & COO Strategic Partner Manager
Today, I’m joined by my colleagues David Corts from
StudioNow and Patrick Tam from Google to talk to you about
the rapidly accelerating area of online video advertising and
the massive opportunity it offers you and local businesses…

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We Are in the Midst of a Seismic Shift
From single screen TV…
Over the past 18 months, with increasing acceleration,
the viewing audience has shifted massively…

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We Are in the Midst of a Seismic Shift
…To multi-screen viewing
From single screen TV to multi-screen viewing—

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We Are in the Midst of a Seismic Shift
The audience has moved
In one recent month, Americans watched a staggering 35 billion online
video ads—compared to 11 billion a year ago. What that means to you
is that advertising as we know it—including local—is changing forever.

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This Technology Revolutionizes Advertising
Transcends traditional targeting
Online technology enables advertisers and their partners—including many
of you in this room—to get their messages in front of a much more
targeted, local audience in a more cost-effective manner than ever before.

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This Technology Revolutionizes Advertising
Transcends traditional targeting
“Advertising will no longer be just about
demographics—it will be about consumers’
behaviors and geographic locations and brands
will be able to reach their precise audience on
any device.” - Mitch Barnes, CEO - Nielsen
Expect a Seismic Shift in Video Consumption - February 26, 2014
We, and our partners at Google and StudioNow, couldn’t agree more,
which is why we are here today to help advertisers, their agencies and
publishers take advantage of this massive opportunity.

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Imagine that every commercial you see … is created just for you
on the device you’re watching, in the exact location and at the
exact time you’re watching it.

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That's what this new technology enables—personalized video ads
targeted at the local level—and eventually, the individual level.

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What this means is that you can affordably create and deliver
commercials to each segment of your target audience—depending
on where your stores or agents are located, what their content
interests are, their lifestyle behaviors, even the time of day or
what the weather is doing right now…

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So, what are the four key components you must have to take
advantage of this transformation?

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Four best practices of local targeted video advertising
What Advertisers, Agencies & Publishers Need
1. Personalize
Personalize creative content…for each location, each
demographic segment of the target audience and each
behavior…and incorporate deals and calls to action to take
advantage of the interactivity of online video.

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Four best practices of local targeted video advertising
What Advertisers, Agencies & Publishers Need
2. Reach
Reach every device and ad unit through networks like
YouTube and Google’s content network.

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Four best practices of local targeted video advertising
What Advertisers, Agencies & Publishers Need
3. Micro-Target
Micro-target your audiences programmatically through
demographics, behaviors and interests, and of course, location.

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Four best practices of local targeted video advertising
What Advertisers, Agencies & Publishers Need
4. Analyze
And finally, analyze results and use what we call “local big data
insights” to optimize both the creative and the campaign
targeting to deliver best performance at the lowest possible cost.

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Four best practices of local targeted video advertising
What Advertisers, Agencies & Publishers Need
Micro-Target
ReachPersonalize
Analyze
Of course, the biggest challenge for advertisers, agencies and
publishers is repeating these best practices manageably at scale
and doing so affordably…

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Without PlatformWith Platform!
like Sightly
One account manager can
set up and manage 2,500
local campaigns in a month
It would take 650 account managers
to set up and manage 2,500 local
campaigns in a month
Also Need to Repeat at Scale…Affordably
Technology enables automation and associated cost savings

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Without Platform
One account manager can
set up and manage 2,500
local campaigns in a month
It would take 650 account managers
to set up and manage 2,500 local
campaigns in a month
Also Need to Repeat at Scale…Affordably
Technology enables automation and associated cost savings
Again, this is where technology provides advantages by
automating much of the set up, management and optimization of
local targeted online video campaigns…
With Platform!
like Sightly

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Without Platform
One account manager can
set up and manage 2,500
local campaigns in a month
It would take 650 account managers
to set up and manage 2,500 local
campaigns in a month
Also Need to Repeat at Scale…Affordably
Technology enables automation and associated cost savings
The main reason you should be excited about the technology
we’ve built is that it will liberate you from figuring out “how” to
reach your clients’ audiences and allow you to focus on your
greatest added value—the strategic insight and creativity you
bring to connecting with local audiences…Let me share a couple
success stories so you understand what this looks like…
With Platform!
like Sightly

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Local Targeted Video Ad Case Study
Establish local awareness and customer demand
Situation Solution Results
Highly competitive auto
insurance category
Break through clutter
Zero local brand affinity
Top 10 insurance company in the U.S.
Personalized video ads
run for 32 local agents
Multi-screen delivery
Full funnel-focused
>130,000 views in 3 mos.
>7,000 visits/~150 leads
Local searches up 60-100%
Rolling out to full system

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Local Targeted Video Ad Case Study
Boost awareness and customer demand between promotions
Situation Solution Results
Sacramento co-op
wanted to boost activity
during non-promo times
Needed local CTA
Top 3 massage franchise system in the U.S.
>20,000 views in 4 weeks
Local searches up 62%
Local Web visits up 34%
Created personalized ads
for each clinic w/ local CTAs
Targeted 5-mile radius for
each of 23 hyper-local areas

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Local Targeted Video Ad Case Study
Boost awareness and customer demand between promotions
Situation Solution Results
Sacramento co-op
wanted to boost activity
during non-promo times
Needed local CTA
Top 3 massage franchise system in the U.S.
>20,000 views in 4 weeks
Local searches up 62%
Local Web visits up 34%
Created personalized ads
for each clinic w/ local CTAs
Targeted 5-mile radius for
each of 23 hyper-local areasBoth of these examples illustrate how video works throughout
the funnel to both create awareness, spur evaluation activity and
drive customer engagement.

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The Full Funnel Solution
How to Reach Customers Throughout the Purchase Cycle
Get your free PDF download here:
http://www.sightly.com/the-full-funnel-solution/
How online video advertising works
throughout the funnel
The importance of personalization and
localization of video ads
Best practices for full funnel impact