cutting through the content clutter: engaging video content marketing
TRANSCRIPT
ABCD’s of YouTubeLearning About What Makes Video Watchable
Mark McMaster Product Strategy Lead
70% of a campaign’s performance will depend on how good the creative is.Source: Dynamic Logic via Think with Google, 2015
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people consume ads in a different way on YouTube vs TV
same TV creative on different platform
Source: Nielsen Consumer Neuroscience via ARF Re!Think, 2016
industry-wide campaigns optimized to platform, 2016
44%
38%
18%
Coordinated creative strategy
Creative customized to platform
Coordinated creative strategyCreative NOT customized to platform
Creative strategy NOT Coordinated
Source: Millward Brown, 2016 via ARF Re!Think, 2016
Content is King
Context is God
Data is its religion
Today we’re focused on how to make your content shine
by understanding the YouTube contextand by unlocking data to show what works.
ABCD
“If you want to know how the lion hunts, don’t go to the zoo. Go to the jungle.”
- Jim Stengelformer CMO, P&G
6,000
TrueView Ads
16Countrie
s
11Verticals
170CreativeAttribute
s
what creative elements work best?
A/B Tests Unskippable Labs Quant Analysis
A series of unbranded tests to determine the effectiveness
of subject cropping, color saturation, and emotional
connection with the audience.
A series of partnerships with brands and agencies to run
experiments with brand video content, exploring the future of storytelling on the web.
18 months of objective creative characteristic
modeling to understand the key attributes that lead to
TrueView performance.
A/B Test
These are guidelines. Not silver bullets.
a brief history of human attention span
12seconds
2000
9seconds
Goldfish
8seconds
2013
3-5
seconds
Online impression
a brief look at TrueView ads
viewers can always skipso what’s your hook?
offer something unexpected, surprising or funny at the outset to grab attention.
UNEXPECTED OPENING
viewers can always skipso what’s your hook?
feature the person at the beginning (especially celebrities, women, or children)
CELEBRITIES & PEOPLE
viewers can always skipso what’s your hook?
medium/close shots of people early on helps attract and plays better on smaller screens
CROPPED SHOTS
brand according toyour objectives
Ad Recall View Through Rate
be thoughtfulwhat is your objective?
integrate your product with natural usage in the first five seconds to make it part of your storyline
SEAMLESS INTEGRATION
be thoughtfulwhat is your objective?
branding early increases ad recall, but may suppress view-through-rate. using a product (rather than logo) can feel less salesy.
PRODUCT vs LOGO
be thoughtfulwhat is your objective?
multiple branding cues can help drive brand lift. upwards of 20% awareness and consideration lift for audio+video vs video alone.
AUDIO + VIDEO = WIN
to drive watch timeand brand lift
once they’re hookedhow do you keep them watching?
humor is the #1 reason people will stay and watch an ad - and it drives brand metrics.
HUMOR
once they’re hookedhow do you keep them watching?
video is one of the most effective ways to make an emotional connection with your audience and drive brand lift metrics.
EMOTION
once they’re hookedhow do you keep them watching?
the majority of watch time is now mobile. snappy pacing keeps people watching
PACING
clear calls to engageto drive action and brand lift
a clear CTA can help drive engagement and watch time, even if no action is taken.
CALLS TO ENGAGE
clear calls to engageto drive action and brand lift
use the tools at your disposal to drive the audience to click, download, or learn more.
OVERLAYS & END SCREENS
clear calls to engageto drive action and brand lift
remarket to viewers of longer format pieces to drive to your website.
REMARKET
contentcontent
content
content
content
Future Identity
Current Image
content
PERCEPTION
TIME
HELP WITH PRODUCTION:DIRECTOR APP / DIRECTOR ONSITE