Breakfast & Brains, September 2012- Simon Yule
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Transcript of Breakfast & Brains, September 2012- Simon Yule
Demys&fying Cross Device Video Adver&sing
Simon Yule
Overview
1. Gatwick Express – Video advertising
2. Why is CDVA important? (from a brand perspective)
3. How should brands go about planning for a CDVA campaign?
Gatwick Express • Express Tracks
– 30 minute music tracks made ‘in sync’ with the passing landscape.
“It’s about the journey. Not the destination.”
Express Tracks
• Video advertising (4 x videos)
Why is CDVA important for a brand?
1. Video: Media consumption – Engagement – Screen size – Technology advancements (HTML5 and ABR)
2. Touch points and digital fragmentation
– IMC (user experience – seamless flow)
– Mobile devices have huge social capacity now – Multi channel marketing
3. Keep in mind how brands operate
Some of the best viral ads are video...
Planning a CDVA campaign
1. What are your marketing goals? – Direct Response – Brand
2. Look at where you are... ... before you launch into anything
Planning a CDVA campaign
• Research – Use your data intelligently
• Media Selection
– Work in collaboration with your agency to formulate the best plan
Research
Media selection
Media campaign Optimisation
Results Analysis
Digital video formats...
That’s a wrap.