Morning Sessions*VIDEO IN DIGITAL ADVERTISING

ENGAGEMENT...

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INTERACTIVE VIDEO

Adways  :  h*p://adways.com/en/adways-­‐studio/

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Adventr:  h*p://www.adventr.tv/spiderman

CONVERSION...

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INTERACTIVE VIDEO

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Welcome to Portland

Sport Chek

http://www.pinterest.com/francisranger/i-n-t-e-r-a-c-t-i-v-e-l-e-e/

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viral VIDEOS

‘MAKE IT VIRAL’

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viral VIDEOS

SHIP MY PANTS

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LaunchCreation/planning

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viral VIDEOS

TARGET AND PLANNING

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Know your audience before creating content - what are they watching? - what are they searching?- not sure? use versioning to create different message for different audiences

Plan the reporting and iterations ahead of time:- adjust the video in post prod? - shoot extra materials in the "rst place?- re-edit most appealing segments

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viral VIDEOS

INCREMENTAL ROLL OUT

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e power of Nimble media to track what’s working:

- audience size- most popular content type and sub topics- social media reactions- viewer sentiment- traffic sources

and properly expand online reach and targeting.

+ Sequential Advertising to tell different part of a story based on Devices.

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viral VIDEOS

DISTRIBUTE

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Share the passion and seed carefully

- Social outreach and sharing

- Seeding can be seedy.. CTR < 0,001%

- YouTube Ads done right are worth it CTR > 3%

- Search is currently the most efficient in terms of ROI

- Distribution lists : HTML5 <video> tag

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viral VIDEOS

ENGINEER IT.

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9 out of 10 viral videos in 2012 were professionally created

- Mashable

http://viralspiral.unrulymedia.com/viralspiral2013/index.html

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INTERACTIVE VIDEOS - MYTH

SHIP MY PANTS

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Ship My Pants,” it knew it was taking a risk. “Kmart is known as a family brand … and this is not a family commercial,”

Adriana Llames Kogelis, vice-president of Sears Holdings Digital Marketing Division told a branding conference in

June.

But it was a calculated risk. Instead of starting with a mass audience, Kmart targeted a core audience through digital

first. In the initial 24 hours of the campaign, online sentiment reports were being filed up to the CEO-level every two

hours. By closely monitoring the social media reaction the brand progressively amplified the engagement, seeding it

in social media and using targeted ad buys including TrueView, YouTube ads that people choose to watch, to reach a

defined, relevant audience. The brand expanded its online targeting from late-night show fans to more traditional

Kmart fans. Within weeks, the spot spawned a sequel and, armed with the knowledge they had a hit, expanded from

online-only to also include TV.

Now closing in on 20 million YouTube views, “Ship My Pants” is only one in a series of recent successes that highlight

the importance of media planning in engagement, and the power of nimble media, ads that people choose and what

happens when brands give themselves the time and ability to react to consumer response