Thom Clark jobber som Head of video i iProspect Play UK. Under Digital Performance 6.april holdt han foredrag om hvordan video bør brukes i en lønnsom data driven marketing-strategi.

1. Video In the Digital
Ecosystem
Thom Clark – Digital Performance 2016
@_Thom_Clark

2. Talking Points
Using Video to Increase
Audience, Engagement,
and Sales
Winning the Moments that
Matter
TV and Digital Together

3. The way we consume
content is changing
Source: BARB, 2013, average viewing time per day in the UK. eMarketer, March
3 hours 41
mins
3 hours
52 mins

4. Source: Internet Trends 2014 – Code Conference, Mary Meeker, May 28 2014.
%
of
Total
Media
Consumption
Time
or
Advertising
Spending
Opportunity
for
brands
Consumers
are
ahead
of
brands

5. start shopping on one
device and continue
on another
67%
The
path-­‐to-­‐purchase
is
complex
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013

6. Real
estate
is
shrinking

7. Talking Points
Winning the Moments that
Matter
TV and Digital TogetherUsing Video to Increase
Audience, Engagement,
and Sales

8. Digital Brand Ecosystem
ONLINE
STORE
PARTNER
CONTENT
UGC
PPC
PR
TV
RADIO
OOH PRINT
SPONS
DISPLAY
PAID SOCIAL
AFFILIATES
MOBILE
SEO
EVENTSSPONS
BRAND
PSHIPS
DESKTOP
SITE
MOBILE
SITE
FBINSTA
YT TW
DM
MAG
EMAIL
G+
MOBILE
APP
LIVE
CHAT
CALL
EMAIL
ONLINE
FORM
SOCIAL
HELPDESK
PRIVATE
MESSAGE
PIN

9. Content Strategy

10. Media Strategy

11. Consider
What is the Role? What are the KPI’s? What is the Value to
the business?

12. Prioritise Investment

13. Growing Opportunities
NUMBER
OF
PLATFORMS
NUMBER
OF
COMMERICAL
OPPORTUNITIES

14. ADVERTS
ARE
DISPLAYED
DIFFERENTLY

15. Is
advertising
content
satisfying
consumers?
62%
found
ads
on
VOD
services
annoying
and
65%
would
block
them
Consumers
don’t
mind
watching
adverts
to
get
free
content
Source:
Nielson
–
2015
Q3
Survey
–
30,000
online
consumers
in
61
countires
66%
most
adverts
on
VOD
were
not
relevant
to
them

16. Format Favorability
Source:
Millward
Brown
/
Ad
Reaction
report
2016
Q:
How
would
you
characterize
your
attitude
towards
the
following
formats
of
online
video
advertising?
Negative
Positive

17. Video Experience Framework
SHORT
FORM
/
SOUND
OFF
LONG
FORM
/
SOUND
ON
CONTENT
CONSUMPTION
PULL
PUSH
ADVERT
DELIVERY
ORIGINAL
CONTENT
PRE-­‐ROLL
FEED
I
WANT
TO
KNOW
WEBSITE
VIDEOS
ONLINE
CELEBRITY
VIDEOS
MINI
SERIES
TUTORIAL
USER
REVIEWS
EXPERT
REVIEWS
BROADCASTER
VOD
NETWORK
VOD
TRUE
VIEW
YOUTUBE
PREFFERED
INFLUENCERS
ENGAGEMENT
REACH
OrganicUplift
Web
Ads
Content
For
Web

19. Video
ad
Photo
ad
Mobile
Install
Ad
Link
Ad
BRAND DR
DR
BRAND

20. Unskippable
&
1st
Position
Shoppable
BRAND
Bumper
TrueView
(Skippable)
DR
Engag
emen
t
BRAND

21. understand
digital
consumer
journeys

22. Drive Measurable Results
Goals
Tools

23. Talking Points
TV and Digital TogetherUsing Video to Increase
Audience, Engagement,
and Sales
Winning the Moments that
Matter

24. You Understand
Your Customers Great Stories What Works

28. Media
Partner
Data
Facebook Category & Interest Targeting is based on data
collected from your profile, including such attributes as:
Demographics
Location
Interests and Connections
Google Category & Interest Targeting is based on data
collected from Logged in users and cookies
Demographics
Location
Interests and Connections

29. Find
people
you
already
know
Current
customers
Promote your products or services
across platform
Data you own
Man 30–34Woman 18–24
People who visited
your website or
mobile app

30. Find
people
who
are
similar
to
the
people
you
know
He’s in the
market for a
car
insurance
She
recently
purchased
And these
people are
just like
him
And these
people are
just like
her
Fans of
your Page
Data you own
Your Custom
Audience

31. Matched
targets
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know
Direct or through third-party
People from your website
People from your mobile app
Lookalikes
People you know
Custom
Audiences
Reach
your
specific
customers
or
prospects
at
scale

34. Drive
consideration
and
affinity
after
capturing
attention

35. Drive Measurable Results
Goals
Tools

37. Talking Points
Winning the Moments that
Matter
Using Video to Increase
Audience, Engagement,
and Sales
TV and Digital Together

38. AV Stack
WORK IN PROGRESS
Screen Planner gives a full routing
through all relevant CCS planner
screens plus a new TV + Online
Video mix analysis
CCS
PLANNER
Optimize
cross-­‐screen
investment
using
single
source
panel
data
INTEGRATED
REACH
CURVE
GMP data to calibrate CCS reach curves

39. What is the value of the social feed?

40. Awareness
Awareness
Consideration
Intent
Purchase
Utilising the Consumer Journey
Brand
DR

41. Nearly
half
(46%)
of
all
video
plays
in
Q4
2015
were
on
tablets
and
smartphones.
Source:
OOYALA
GLOBAL
VIDEO
INDEX
Q4
2015

42. Key Takeaways
Make content that’s
contextually relevant for
your audience
Understand the role of
each channel, platform,
and “moment” in your
ecosystem
Understand the value of
your content, format, and
platforms and how you’ll
measure them

43. Thank You
www.iProspect.com