If I Have Real Video, do I Still Need Photos? Tom Rocha Tom Rocha| LES Automotive | COO, Co-Founder|...

If I Have Real Video, do I Still Need Photos?Tom Rocha

Tom Rocha| LES Automotive | COO, Co-Founder| [email protected]

ANY AND ALL TRADEMARKED AND/OR COPYRIGHTED MATERIALS, IMAGES, MEDIA USED IN THIS PRESENTATION ARE THE PROPERTY OF THE

RESPECTIVE OWNER

Tom Rocha | LES Automotive | COO, Co-Founder | [email protected]

What is LESA and who is Tom Rocha?

BackgroundElvisDisneyMauiAll Video All The Time


Who do you want to be today?

OR


Sandvine Study: Netflix 35%


People use video to sell everything

• Dairy Cows• Hay• Shoes • Bathroom Vanities• Cars

57% of consumers say that product videos make them more confident in a purchase and less likely to return an item, up from 52% a year ago. Media Post 2013.

http://www.thebullvine.com/dairy-cattle-marketing/sells-video/

https://www.youtube.com/watch?v=n6PO60Z1jhE

http://www.zappos.com/dr-martens-saxon-939-6-eyelet-padded-collar-boot-tan-harvest

https://www.decorplanet.com/products/fresca-quadro-white-pedestal-sink-with-medicine-cabinet/fvn5024wh.html#hdvideo

http://www.bmwmonterey.com/new-inventory/index.htm?reset=InventoryListing&make=BMW

http://www.mediapost.com/publications/article/196791/57-of-consumers-rely-on-product-videos.html#axzz2OmAzPtJQ


Some Definitions

Single Pan One complete shot of a car with no cuts. Real and transparent

presentation!

Montage Thematic short clips with fades or cuts in between. (Elephant Tail)

Multi-Media Video, slides, pictures, animation as a production (This presentation

for example)

Text Overlay and Scrolling Text 1950’s tech, obscures content

Aspect Ratio 4:3 or 16:9

Slide-show Stitched still images, pan tilt and zoomed around the screen

HD What you’re watching

Pre-Roll An intro before a video generally for branding but…think FBI warning

Post-Roll Played after the main content. Call to action or contact info.

Short Form Less than 5 minutes (First 15 seconds the most important)

Long Form More than 5 Minutes

Post-Production Everything done after the initial recording

Editing Making changes (Sound changes are different than Video changes for

transparency)

Hard-cut Abrupt change without transitions


Answer 1. If you are keeping the slide-shows you still need

pictures• Wanna see a “Magic Trick”?• The “Hey! Haven’t I seen that

somewhere before?” moment.

http://nsford.com/San-Antonio/For-Sale/New/


Answer 1. If you are keeping the slide-shows you still need

pictures“Full Motion Video (FullMo) FullMo is more effective and engaging than just “picture stitching” video. FullMo videos get up to 100 times more views on

YouTube”-SiSTeR Technologies Automotive Video Revolution (Q2 2011)

http://www.authorstream.com/Presentation/SiSTeRTechnologies-996223-sister-technologies-automotive-video-revolution-q2-2011/


ROI on Pictures• What is the ROI on pictures anyway?

• Who started this whole number of

pictures thing?

• Rich Media

• Used Cars and now; New Cars

• Why pictures of new cars

• Stock Images Yes or No

• SEO

• To get SEO you need to name and site

map

http://pages.ebay.com/help/sell/motorfees.html


Answer No. 2

If you just have text, you need pictures• www.Autotrader.com

• Autotrader plain text

Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.-Comscore

http://www.autotrader.com/

http://www.textise.net/showText.aspx?strURL=autotrader.com


What’s the big deal about video anyway ?

• People expect it


What’s the big deal about video

anyway?• It is Transparent (if no hard cuts,

montages, etc)

Mediapost reports that product videos play a key role in consumer purchase decisions, citing a 9x increase in retail video views at the start of the 2011 holiday season.

http://www.mediapost.com/publications/article/165580/product-videos-drive-online-purchase-rates-nine-t.html?edition=42093

http://www.bmwmonterey.com/all-inventory/index.htm?listingConfigId=auto-new,auto-used&compositeType=new&year=&model=&start=0&sort=&facetbrowse=true&quick=true&searchLinkText=SEARCH&showInvTotals=false&showRadius=false&showReset=false&showSubmit=true&facetbrowseGridUnit=BLANK&showSelections=true&dependencies=model:make,city:province,city:state&suppressAllConditions=compliant


What’s the big deal about video anyway

?• It provides context and creates a richer emotional experience

https://www.youtube.com/watch?v=GMuUBZ_DAeM



?Remember! Different video for stages of

funnel

https://drive.google.com/viewerng/viewer?url=http://ssl.gstatic.com/think/docs/digital-drives-auto-shopping_research-studies.pdf



?• Best way to display your product in

2015!• What’s going to replace it?



?• It is everywhere!



?• Mobile: The place to be



?• SEO !• Let’s take an ORGANIC quest from

Kansas

https://www.google.com/preferences?hl=en&prev=https://www.google.com/search?sclient%3Dpsy-ab%26site%26source%3Dhp%26q%3Dkansas%26oq%3Dkansas%26gs_l%3Dhp.3..0i46j46l2j0l3.35302.37396.0.38239.6.6.0.0.0.0.136.738.1j5.6.0.msedr...0...1c.1.64.psy-ab..0.6.699.SoLHH9DTVdU%26pbx%3D1%26bav%3Don.2,or.%26bvm%3Dbv.91071109,d.aWw%26biw%3D1188%26bih%3D689%26dpr%3D2.4



?SEO – Some very important “White Hat” things to do: Name, Tag, Enrich

https://www.google.com/search?q=2015+BMW+650+heated+steering+wheel+Bay+Area&ie=utf-8&oe=utf-8#q=2015+BMW+650+Executive+Package+Bay+Area



?SEO – Some very important “White Hat” things to do: Sitemap for video (photos too)



?SEO is part of the journey not the

destination…



?If you don’t have a welcoming place (site) and food (content) they are not staying!

https://www.google.com/?gws_rd=ssl#newwindow=1&q=mobilegeddon


So I need HD Full Motion Video what and how do I do

that?• DIY• Using existing programs

and processes• MAKE THE COMMITMENT• Have a back-up plan• Find Guys Like Ken Beam

and Blake Saffell

https://www.youtube.com/watch?v=WPmBYupvX80

https://www.facebook.com/PollardJeep



that?• Some Helpful Tips • Environment• Booth or no booth• Video length• Quality• Stability• Pace• Customization



that?

• DIY

• Outsource

• Lot Service Companies

• All are not equal.

• Customization options


I have my video, now what?

• Naming and Indexing• Customization• SEO• Distribution (All possible

portals)• Deliverability• Archive• Metrics• Support• Quality Control


Answer 3: Yes you still need pictures

We did no go straight from the VCR to the Blu-ray Player

VCR Laserdisc DVD DVD/VCR Blu-rayThe history of the videocassette recorder follows the history of videotape recording in general. Ampex introduced the Quadruplex videotape professional broadcast standard

format with its Ampex VRX-1000 in 1956. It became the world's first commercially successful videotape recorder using two-inch (5.1 cm) wide tape.[1] Due to its high price US$50,000, the Ampex VRX-1000 could be afforded only by the television networks and

the largest individual stations- http://en.wikipedia.org/wiki/Videocassette_recorder

http://en.wikipedia.org/wiki/Ampex

http://en.wikipedia.org/wiki/Quadruplex_videotape

http://en.wikipedia.org/wiki/Videocassette_recorder#cite_note-1


Why can’t I just get pictures from the video like I see on

commercials?• Quality (lighting,-how

many pictures again? Frame blur)

• Quantity (20-100)• Process• Jack of all trades devices • Naming• Syndication• Touching it twice• Copy of a Copy


Client Side vs. Server Side

• Simple• Easy• Fast• Raw

http://www.lithiafordboise.com/index.htm


What else is new with video?• Display Ads

• Paid• Facebook said…• Can’t pivot without

content• Testimonials (Pictures

and Video)• Fixed OpsFor the first time ever, Facebook Page owners uploaded more videos directly to Facebook than they did via sharing from YouTube videos, according to new data from Socialbakers, a company that tracks social media data.Read more: http://www.businessinsider.com/facebook-video-v-youtube-market-share-data-2014-12#ixzz3Li4qbgne

http://www.businessinsider.com/facebook-video-v-youtube-market-share-data-2014-12#ixzz3Li4qbgne



https://www.google.com/search?q=north+park+mazda+review&ie=utf-8&oe=utf-8

http://fairviewfordreviews.com/

http://adage.com/article/digital/yahoo-adds-video-ads-home-page-digital-mags/298171/


Steps to takeCOMMIT!!!!

Start a comprehensive full motion video plan1. Inventory2. Testimonials3. Service

• If you are not doing new car pictures, start.• Optimize your pictures• Inspect what you expect• Be responsive to your customers

Contact Info

Full Name:

Company:

Job Title :

Email:

Tom Rocha

LES Automotive

Chief Operating Officer, Co-Founder

[email protected]

Share an important takeaway you received from this sessionusing hashtag #DD18 for a chance to win an iPad.

If I Have Real Video, do I Still Need Photos? Tom Rocha Tom Rocha| LES Automotive | COO, Co-Founder|...

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