FEBRUARY 2017

VIDEO REWIND REPORT:A RECAP OF LEARNINGS FOR THE FUTURE OF VIDEO

2

EXECUTIVE SUMMARYThe proliferation of video outlets in 2016 has created an even more cluttered environment for marketers to reach their desired consumers. As we anticipate these opportunities growing even more widespread in 2017, BBDO has authored a recap of learnings for breakthrough video tactics and research centered around four key categories:

1. How to use video to make a true splash in culture2. How to optimize video for the social feed 3. How to build video for YouTube Trueview4. How to build effective Snapchat lenses

3

THERE’S MORE TO ONLINE VIDEO THAN JUST PRE-ROLL

WE SET OUT TO BREAK

THROUGH THE CLUTTER WITH BREAKTHROUG

H ONLINE VIDEO TACTICS

WE SET OUT TO DEVELOP

KEY LEARNINGS TO

INCREASE ONLINE VIDEO EFFECTIVENES

S

WE SET OUT TO

UNDERSTAND WHERE THE

ONLINE VIDEO OPPORTUNITIES ARE TODAY

TVAddressableSNAPCHAT

Lenses, Video Ads

YOUTUBEBumpers

PINTERESTVideo Pins

FACEBOOK360, Live, Canvas

INSTAGRAMStories, Live

VIDEO OPPORTUNITIES

EXPLODED IN 2016

5

JOHN OSBORNCEO, BBDO New York

“BBDO has always been recognized for creative excellence and storytelling. As the video landscape continues to grow and evolve, we have made a commitment to exert that creative excellence across all video formats and channel touchpoints.”

6

IN 2016, WE DOUBLED DOWN ON VIDEO, CREATING MORE CONTENT THAN EVER

BEFORE.

OVER 4,500 VIDEO ASSETS WERE CREATED.

*4,500 video assets produced by BBDO New York

SO, WHAT DID WE LEARN?

8

CULTURAL SPLASH

People love when brands “wow” them. Consumer expectation for brand innovation has increased 33% in the last year.

BUZZWORTHY VIDEO CONTENT

We’re seeing an increasing interest in emotional, longer form content from brands. In fact, the top 10 YouTube ads of 2015 were over approximately 2 minutes long.

OUR TARGET: PROVE THE

IMPORTANCE OF BRAND BUILDING

TACTICS

INNOVATIVE USES OF TECH DRIVE FAME Identifying platform and user insights can help uncover new ways of activating across different channels.

INSIGHT: People watch Facebook video without sound.

INNOVATION: Snickers hid “sounds of hunger” in their content.

INSIGHT: People tap through content fast on Snapchat.

INNOVATION: Lowe’s used the tapping technology to empower DIYers to take on new projects.

INSIGHT: People tap back & forth between content on Instagram Stories.

INNOVATION: Bacardi turned users into DJs by turning the frames of their story into turntables.

Snickers Hungry Singers Lowe’s In a Snap Bacardi Instant DJ

LONG FORM STORYTELLING Long form video formats give brands a great canvas for telling emotional stories that often stand out amongst other advertisements.

Ranked on Adweek 10 Best Ads of

2016

Ranked onGoogle/Webbys Best Ads of the

Year

LONG FORM STORYTELLING

EVANSandy Hook Promise

LONG FORM STORYTELLING

IT CAN WAITAT&T

15

WE FOCUSED ON 4 KEY AREAS

OPTIMIZING VIDEO FOR THE SOCIAL FEED

SKIPPING THE TRUEVIEW SKIP BUTTON

BUILDING EFFECTIVE SNAPCHAT LENSES

MAKING A SPLASH IN CULTURE

16

OPTIMIZING VIDEO FOR THE SOCIAL NEWSFEED

90 million people in the US alone are now watching video on Facebook

90% of Facebook users are watching video on their mobile devices

Only 16% of brands are optimizing for the mobile newsfeed

65% of viewers decide if they’re going to watch a piece of video content in the first 3 seconds

*Source: Facebook Internal Data; BBDO Internal Data, 2016

THE MOBILE NEWSFEED

OUR TARGET: EVALUATE HOW TO BREAKTHROUGH

IN THE FEED

A/B TESTED ORIGINAL TV WORK VS. CONTENT DEVELOPED FOR THE FEED

ORIGINAL TV EDIT

EDIT OPTIMIZED FOR MOBILE

Updated animated title card to grab viewer's attention and introduce “life happens in 5” messaging

Added supers to contextualize “will he dare?” narrative

Cut down the film length, maximizing action and focusing on countdown to engage viewer

Resized to square to increase visibility in feed environment

1

2

4

5

Lightened footage for better comprehension in feed environment

3

23

No Sound

Autoplay

Crop for MobileCut the video to 1:1 to maximize

mobile real estate

Focus on Key Characters

Give the narrative a clear focus

Use Oversized Text Utilize big supers

to maximize impact

Newsfeed Environme

ntUse Title CardsContextualize the

story upfront

Integrate SupersUse copy as part of

the narrative

Show Product / Branding in Situ

Show the product / brand in use

Consider CarouselUtilize multiple

frames and associated copy to

tell a VO heavy story

Use a Compelling Opening Frame

Prioritize the most eye catching frame

upfront

Don’t bury the leading content

Don’t wait until the end for reveals

Leverage Brand Iconography

Include branding elements other than the logo

Provide reason to watch

Outline the key benefit for watching

Simplify key messages Tell the absolute

simplest version of the story

Shorten the DurationTell the absolute

shortest version of the story

Quick CutsIncrease the pace of

the story where possible

Start with a QuestionCreate personal

relevancy with the viewer

Vertical Viewing

Specific creative elements can be tweaked to significantly increase view through rate and impact:

WHAT WE LEARNED

MONTH 00 2016 24

25

SKIPPING THE SKIP

*Source: YouTube Trueview Playbook

Pre-roll on YouTube that can be skipped after 5 seconds.

People who choose to watch an ad are 75% more engaged than those who are forced to do so.

YOUTUBE TRUEVIEW

OUR TARGET: EVALUATE HOW TO MAKE UNSKIPPABLE

YOUTUBE ADS

28

Previous research from Google showed that certain creative elements can be tweaked to impact view through rate and recall.*

WE USED EXISTING RESEARCH TO IMPACT THE WORK

*Source: Google Research, 2015, BBDO & YouTube working to solidify these creative guidelines in 2017

Branding in first 5 seconds

Audio brand mention

Branding in-situ (on product or in background)

Music not used in first 5 seconds

Utilize animation and text

Include calls to action

1ST PLACE

2ND PLACE

3RD PLACE

WE CREATED 10 DIFFERENT VIDEOS We leveraged Google’s existing research to create 10 different creative expressions of the same idea. The top three were measured by most impact on VTR and Branded Recall.

THE MOST EFFECTIVE ELEMENTS IN THE TEST

*Source: Google + BBDO Research, 2015

Included branding in first 5 seconds

Included an audio brand mention

Did not include a logo slaps (seen in-situ)

Did not include music in first 5 seconds

Utilized animation and text

Included calls to action

1ST PLACE

2ND PLACE

3RD PLACE

31

FOCUSING IN ON LENSES

*Source: Snapchat Internal Data

In 2016, Snapchatters watched over 10 billion videos per day.

Sponsored lenses allow users to manipulate their face and/or environment in some way. Users are spending upwards of 20 seconds with them.

Lenses provide brands with a true unprecedented video opportunity for engagement.

SNAPCHAT BRANDED LENSES

OUR TARGET: EVALUATE HOW TO

INCREASE USAGE OF SNAPCHAT LENSES

DIFFERENT APPROACHES FOR DIFFERENT LENSES Various creative approaches helped expose the elements that lead to a successful execution:

Face Alteration:Significantly

manipulated the user’s face

Aligned to Larger

Campaign:Supported other consumer facing communications

Time Relevant: Live on Halloween

Innovative Use of Tech:

First to flip head upside down

Altered User’s Environment:Changed the

surroundings in addition to the face

Altered Voice: Changed the voice of

the user

35

Leverage Interactive Features

Voice changers & “Try With a Friend” increases usage

State Features ClearlyEnsure viewers know what features are included in the

lens with clear copy

Focus on The FaceConcept ideas that alter someone’s face rather than their environment

Lengthen AnimationMaximize time spent with

the filter by taking advantage of the full 10

second animation

Relevant DateStrategize a date that

makes sense for the lens concept to increase usage

Brand Authenticity Ensure the concept aligns to the brand and doesn’t

feel like a force-fit

IncludeInteractivit

y

Optimize for Time

Spent

Context is Key

WHAT WE LEARNED

MONTH 00 2016

36

36

FAST FORWARD:VIDEO PRACTICES TO CONSIDER FOR 2017

37

First few seconds Design the leading content to draw in the viewer across feed-based environments like Facebook and opt-in environments like YouTube TrueView

Don’t sit on SnapchatLeverage their new advertising offerings while consumers are still highly receptive to them

Do something differentThink about how to use popular platforms in a way that no one has before.

CONSIDERATIONS FOR 2017