Post on 12-Apr-2017
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
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
Video viewing is shifting to mobile, and it’s building brands
Share of mobile and tablet video plays* Purchase intent of us internet users who watched digital video ads, July 2014% of respondents**
Sources: *Ooyala Global Video 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%
Aug2011 Apr2012 Dec2012 Aug2013 Mar2014
25%
20%
15%
10%
5%
0%
532%growth in viewing from 2012 to 2014
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 the US, video posts per person on Facebook have grown
94%year over year*
75%of video views happen on mobile***
8Bvideo views every day**
53%of all views come from shares***
What we’re learning
The :03 second audition
Sight, sound, motion
Stories not seconds
Atomized storytelling
Source: Facebook Marketing Science analysis of 173 Nielsen Brand Effect studies, March 2015.
The :03second auditionMake the first few seconds count
What we know about the first 3seconds
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 Ads 1 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.
0
5
10
15
20
25
30
0 10 20 30 40 50 60
15s 30s 60s
Stories not secondsFocus on storytelling, not length
Source: Facebook Internal Data, US Video Ads, March 2015.
% o
f au
die
nce
reta
ined
Secondswatched
Completion % by video length
Atomized storytellingMessage 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
Conversion Rate by Storytelling Approach
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
Key takeaways
Mobile video Native
Facebook video
Great content wins
(and gets famous)
You create
the container
Let it breathe