Digital Video: Powerful Today, Explosive Tomorrow
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Transcript of Digital Video: Powerful Today, Explosive Tomorrow
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
September 19, 2013Lindsay Moore | Senior Digital Marketing Strategist | @lindsay_moore
Mid-Atlantic Marketing Summit 2013
Digital Video: Powerful Today, Explosive Tomorrow
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
Digital Video Consumption Trends
Digital Video Marketing & Advertising Trends
2013: The Year Digital Video Became Social
5 Key Strategies for Success
Agenda
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
Digital Video Consumption Trends
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
Digital Video Marketing & Advertising Trends
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
2013: The Year Digital Video Became Social
Launched October 2010 Owned by Facebook 15 seconds 150 million active users 5 million videos posted
in first 24 hours
Launched January 2013 Owned by Twitter 6 seconds 40 million registered
users 5 vines shared every
second on Twitter
Video ad service planned for fall 2013 launch
15 seconds or less
$2 million per day
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
5 Key Strategies for Success
Consider your business goals & decision making process
Remember your audience and consumer behaviors
Create new videos instead of repurposing
Make your videos interactive
Know your channels
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Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
Consider Your Business Goals & Decision Making Process
StorytellingBranding
Direct Response
30 second videos convey complex messages
15 second videos give you better
breakthrough
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
Remember your Audience and Consumer Behaviors
Most customers prefer short videos
Videos and video ads viewed on tablets grab viewers’ attention and get higher CTR’s since tablets are highly personal devices
Most video ads are viewed in primetime, with 49% of all ads watched between Thursday and Saturday, and highest ad completion rates on weekends
Engage early to break through the clutter
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
Create New Videos Instead of Repurposing
It‘s about more than repurposing a 30-second TV spot
Create videos specifically designed to meet your goals
Made for web video creative outperforms repurposed video in terms of aided brand awareness, message association, brand favorability, and purchase intent
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
Make Your Videos Interactive
The share of video ads that are interactive has doubled from last year
Interactive features allow audiences to interact with your ads right in place without clicking through to a landing page
Tailor interactive features to high consideration or low consideration products
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
Know Your Channels
Vine’s brevity inspires creativity for new product features, how-to videos, event invitations, teaser videos
Instagram filters and editing features allow for promotional campaigns, video series, commercial style videos
Video ad calls to action should inspire activities that meet goals
Digital Video: Powerful Today, Explosive Tomorrow | @lindsay_moore
Digital video consumption is high and increasing
Digital video is a must have for marketers and advertisers
2013 was the year video became social
5 key things to keep in mind for success in 2013 and beyond Consider your business goals and decision making process Remember your audience and consumer behaviors Create new videos instead of repurposing Make your videos interactive Know your channels
Recap