Date post: | 21-Jan-2018 |
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Marketing |
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WINNING WITH VIDEO
IN A MULTISCREEN WORLD
Daren Poole
Global Brand Director, Creative Development
Leila Buckley
Global Innovations Director
1st March 2017
Speakers
Global Brand Director, Creative Development
DAREN POOLEGlobal Innovations Director
LEILA BUCKLEY
3
IN TODAY’S WEBINAR
01
THE POWER OF VIDEO IN STORYTELLING -
ARE ALL SCREENS EQUAL?
02
FIVE KEY CONSIDERATIONS
03
CASE STUDY
THE POWER OF VIDEO
IN STORYTELLING:
ARE ALL SCREENS EQUAL?
01
4
5
VIDEO HAS ALWAYS BEEN A COMPELLING MEANS OFTELLING BRAND STORIES
Source: Group M, ‘This Year, Next Year’, December 2016 6
Everything changed when digital arrived.
Global share of media spend:
0
5
10
15
20
25
30
35
40
45
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016f 2017f
TV
Internet
Newspaper
Magazine
Outdoor
Radio
Marketers can connect across more screens and on more platforms than ever before
7
8
Q: Can I use the same video asset across multiple screens and platforms?
9
There is a difference between how online video content engages consumers compared to TV
10
The way you evaluate an ad matters
IN PERSONALCONTEXT
NOCONTEXT
IN GENERICCONTEXT
FIVE KEY CONSIDERATIONS
FOR MULTISCREEN VIDEO
02
11
12
Generating (the right) emotional response is always important
Source: Kantar Millward Brown 13
Think carefully about video length
AV
ER
AG
E A
D V
IEW
ED
(%
)
VIDEO LENGTH (SECONDS)
14
… particularly on Facebook
Average Ad Viewed % vs. Expected (from Length) by Facebook Autoplay and YouTube PreRoll
0
20
40
60
80
100
0 30 60 90 120 150 180 210
VIDEO LENGTH (SECONDS)
AV
ER
AG
E A
D V
IEW
ED
(%
)
YOUTUBE
15
As people will skip, creative structure is critical
OV
ER
AL
L S
TR
EN
GT
H O
F A
SS
OC
IAT
ION
AFFORDABLE
CALM
CAREFUL
CLEVER
DIFFERENT
FUN
KIND RELIABLE
SOCIAL
TRENDSETTER
WEAK AUTOMATIC
INTUITIVENESS OF ASSOCIATION
AUTOMATIC AND WIDESPREADWIDESPREAD,
BUT REQUIRE REFLECTION
POPULAR
16
Not all video is audio video
Average unmute in Facebook autoplay
21%
17
Branding matters more than ever in digital
BRINGING IT TO LIFE:
A CASE STUDY
03
18
19
Our case study is based on our latest solution, Link for Video
Combining neuro, behavioral and survey data together:
Objective of the solution:
Overall Creative Power of the Video and potential within each context
ONLINEPre Roll Context
TVNeutral Context
SOCIAL MEDIAContext (optional cell)
NB: Illustrative case study as not client commissioned, video objectives created by Kantar Millward Brown.
https://www.youtube.com/watch?v=0KMyK4KbJn820
Smart ForFour Case Study
Let’s take a quick look at the video before we get started!
https://labs-portal.affectiva.com/portal/auth/login
Base: Total (225), TV/Neutral (125), Pre-roll (100), Social (100)
NB: Illustrative case study as not client commissioned, video objectives created by Kantar Millward Brown. 21
Smiles (Facial Coding) – view 1 and 2
Highly emotional instinctive response translates into a strong appreciation of the video
Men pull up to park Reverse park Scream/recovery Explanation Finishes reverse park Detailed info
1st exposure
2nd exposure
Smiles peak just after
scream scene
2nd exposure is
heightened (off the scale!)
Enjoyment
75th percentile
33%
14%
6%
22
Strong emotional engagement translates into high retention in the pre roll online context.
RETENTION (Digital Behavioural Data) – total pre roll sample (first exposure)
0%
20%
40%
60%
80%
100%
120%
0s 6s 12s 18s 24s 30s
% R
ES
PO
ND
EN
TS
WA
TC
HIN
G T
HE
VID
EO
Biggest drop out at
point when viewers are
allowed to Skip
(5 seconds in)…
…positively many stick with it
and those watching the whole
video is at twice the levels we
would expect to see
Played whole
video: 63%
Global norm:
27%
VIDEO TIME
ONLINE
Pre Roll
Context
IMPACT
SCORE:
77
23
There is a marked difference in the way people respond to the ad in the social context
0
10
20
30
40
50
60
0 20 40 60 80 100
Holistic Evaluation
Social
TV
Pre Roll
PO
WE
R C
ON
TR
IBU
TIO
N S
CO
RE
Does the c
reative e
ngage a
nd c
reate
an im
pre
ssio
n
that th
e b
rand is m
eanin
gfu
lly d
iffe
rent?
SHORT TERM SALES LIKELIHOOD
Does the creative engage and say something new, believable and immediately compelling?
ONLINEPre Roll
Context
SOCIALContext
Impact
(Percentile) 77 57
Played whole ad
(Base: Total Sample)63% 24%
Average of ad viewed
(Base: Total sample)73% 32%
24
The proportion of the ad watched is lower than expected levels for a 30” ad in a pre roll context
Average Ad Viewed % vs. Expected (from Length) by Facebook Autoplay and YouTube PreRoll
Fewer watched the ad all
the way to the end
Those that skipped did so
early on
0
20
40
60
80
100
0 30 60 90 120 150 180 210
VIDEO LENGTH (SECONDS)
AV
ER
AG
E A
D V
IEW
ED
(%
)
YOUTUBE FACEBOOK
Pre Roll
Context
Social
Context
25
Many stop watching just before the scream moment
0
10
20
30
40
50
60
70
80
90
100
0s 8s 15s 23s 30s
VIDEO TIME
Played whole
video: 24%
Global norm:
24%
Average
Skip time
Those scroll past have most done so
before the key ‘scream scene’
Approx. 20% do not notice the video
Further 20% drop out in the first 5 seconds
Those that skip drop off within the first 10 seconds…
…before the scream scene
DRIVING & REVERSE
PARKING SCENES SCREAM!
Average
Skip time
RETENTIONSocial Context (first exposure)
FACIAL CODINGSmiles (1st & 2nd Exposure)
26
This video is heavily reliant on audio to deliver emotional reward and comms
Base: Total (225), TV/Neutral (125), Pre-roll (100), Social (100)
NB: Illustrative case study as not client commissioned, video objectives created by Kantar Millward Brown.
MESSAGE CHECK – social% strongly agree
Smart Forfour is available from £149 per month 34
Smart Forfour is a compact city car 25
Smart Forfour is so small you will forget it is a 4 seater car 20
INTERACTION WITH THE VIDEOUnmute
Exposure 1 (natural context) 6
Exposure 2 (controlled) 46
INTUITIVE ASSOCIATIONS – pre roll/TV% fast yes
Comfort 30
27
A. You might be able to use the same asset across screens – but not always
Times have changed and research approaches have evolved.
Link for Video makes the most of all the different ways we can understand and optimise
the power of a video to influence how people feel about a brand
Neuroscience Survey DataBehavioural Data
28
We can help you maximise ROI from all of your creative
LINK™
Video TVCampaign
LINKNOW
Magazine/N
ewspaper
Point of
Sale
Out of
Home
LINKEXPRESS™
Mobile
Video
Online
Video
TV Mobile
Display
Online
Display
29
QUESTIONS