native video understanding the syndication opportunity
TRANSCRIPT
ONLINE VIDEO IS ADDICTIVE!
ALCOHOL COKE HEROIN ONLINE VIDEO
AD
DIC
TIVENESS
100%
CONTENT AND FORM “THE MEDIUM IS THE
MESSAGE” MARSHALL MC’LUHAN
“WHAT REALLY DECIDES CONSUMERS TO BUY OR NOT TO BUY IS THE CONTENT OF YOUR ADVERTISING, NOT ITS FORM”
DAVID OGILVY
“VIDEO HOLDS THE ABILITY TO TELL A
CAPTIVATING AND POWERFUL STORY ON ITS
OWN”
VIDEO AND NATIVE ARE MEANT TO BE
“NATIVE DELIVERS A CONTENT EXPERIENCE,
SEAMLESSLY INTEGRATED TO ITS
CONTEXT”
NATIVE VIDEO
THE COMBINED REACH BEATS FACEBOOK AND YOUTUBE
25%
7% 68%
REST OF THE INTERNET
BUT THE COMBINATION OF MANY INCREASES COMPLEXITY
BRAND
SOCIAL PUBLISHERS PLATFORMS
HOW DO YOU OPTIMISE YOUR CONTENT FOR
SYNDICATION?
OK GREAT, BUT THEN…
HOW DO YOU EFFECTIVELY SYNDICATE YOUR VIDEO CONTENT SO IT DELIVERS ROI?
THE CONTENT PART
ONE SIZE DOESN’T FIT ALL…
DON’T FORCE FEED USERS
WITH YOUR REPURPOSED TVS IN
NATIVE.
DO PLAN TO MAKE YOUR
CONTENT RELEVANT IN MULTIPLE CONTEXT
THE ADVERTISING VALUE CHAIN
BRAND CREATIVE AGENCY PRODUCTION
COMPANY MEDIA AGENCY PUBLISHERS NETWORKS PLATFORMS
END USER
BRING SYNDICATION IN TO THE STRATEGIC AND CREATIVE PROCESS
EXAMPLE - MULTIPLE CONVERSATIONAL HANDLES
CLASH OF CLANS - REVENGE
TAKEN
SUPER BOWL LIAM NEESON
CLASH OF CLANS
THE SOCIAL STORY
CREATIVE
- 1 MILLION SHARES CONVERSATIONAL HANDLES
DON’T FORGET ABOUT THE HYGIENE CONTENT
IMAGES TEASERS BEHIND SCENES
INTERVIEWS REACTIONS SOCIAL POSTS
STORY TEMPLATES HASHTAGS PRESS
RELEASES
SNACKABLE VIDEO WORKS FOR NATIVE
SOURCE: OOYALA GLOBAL VIDEO INDEX, 2015
SKIP THE 30 SECOND INTRO GET TO THE POINT IN FIRST 10 SEC
FIND THE OPTIMAL COMBINATION OPTIMISE ON THE GO
TELL YOUR AUDIENCE WHAT YOU WANT THEM TO DO. YOU WILL BE
SURPRISED!
CAPTURE THE ACTION TRY TO USE IMAGE FROM END OF VIDEO
USE EMOTIONS - NOT PRODUCTS
USE PEOPLE RATHER THAN PRODUCTS.
1
2
3
4
5
6
START AND END STRONG
IMAGE MIX
PEOPLE INTERACITIVTY
6 SIMPLE PRACTICES TO OPTIMISE YOUR VIDEO CONTENT FOR NATIVE DISTRIBUTION.
DESIGN FOR AUDIO OFF - GIVE EXTRA VALUE WHEN AUDIO ON.
AUDIO OFF
WHAT CAN MONA LISA TEACH US ABOUT NATIVE…?
THE SYNDICATION PART
SECURE ROI ON NATIVE INVESTMENTS - SCALE IS KEY!
SYNDICATED
BRANDED CONTENT
HOW TO SCALE NATIVE…
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2
3
4
POST ON OWNED CHANNELS AND PROMOTE VIA SOCIAL MEDIA
DRIVE TRAFFIC TO HUB FROM CONTENT RECOMMENDATION WIDGETS
PROMOTE CONTENT ON OWNED SITES
SYNDICATE VIDEO CONTENT THROUGH NATIVE PLATFORMS
A GOLDFISH WILL GROW AS
BIG AS ITS ENVIRONMENT
ALLOWS…
FROM “DRIVE-TO-SITE” TO CONTENT SYNDICATION
CONTENT SYNDICATION - CONTENT TO AUDIENCE DRIVE TO SITE - USERS TO CONTENT
CONTENT ! !HUB
!
!
!
WHY IS CONTENT SYNDICATION IMPORTANT?
SCALE
DISCOVERABILITY
USER EXPERIENCE
SEARCH
WHAT DOES IT MEAN FOR PUBLISHERS?
ARE YOU IN THE MARKET OF PRODUCING A
NEWSPAPER, MAGAZINE OR A WEBSITE?
(CLOSED)
ARE YOU IN THE MARKET OF PRODUCING
ENGAGING CONTENT FOR YOUR AUDIENCES?
(OPEN)
OR
A CHANGE OF MIND…SET
IN 3+ YEARS TIME…
MANY PUBLISHERS WILL TO AN EXTENT WORK LIKE A YOUTUBE CHANNEL. THEY HOUSE CONTENT, BUT THE MAJORITY OF IT IS
CONSUMED ON THIRD PARTY SITES.
WHAT DOES IT MEAN FOR ADVERTISERS?
SOCIAL AND NETWORKS RULE!
EVERY CAT CAN’T GO VIRAL
ORGANIC REACH IS DEAD! SORRY!
THE BENEFITS OF NATIVE VIDEO SYNDICATION
GUARANTEED VIEWS CONTENT EXPERIENCE NATIVE LOOK AND FEEL
TARGETED AUDIENCE SCALE ENGAGEMENT
RETURN ON INVESTMENT
CONTENT INVESTMENT
UNDERSTAND THE DETAILS - AND USE IT TO YOUR ADVANTAGE
DOES THE AD FUNCTION LIKE OTHER ELEMENTS ON THE PAGE? DOES THE AD BEHAVE LIKE OTHER ELEMENTS ON THE PAGE?
WHO ENGAGES IN YOUR CONTENT WHERE? HOW BIG IS THE VIDEO PLAYER?
HOW IS A VIEW DEFINED? CAN THE USER SKIP?
ACTIVATION?
MEASURE WHAT MATTERS!
IMPACT
ENGAGEMENT VIEWS TIME RATE SOCIAL
ACTIONS
AWARENESS PURCHASE INTENT
BRAND RECALL
VIEWABILITY
SOLD PRODUCTS
THERE IS NO SINGLE METRIC THAT COVERS IT ALL. ALL METRICS CAN LOOK GREAT IN ISOLATION. ONLY THE COMBINED PICTURE GIVES YOU A SATISFYING UNDERSTANDING OF
QUALITY. BUT ALWAYS DEMAND TRANSPARENCY ON YOUR VIDEO INVESTMENT.
KEY TAKEAWAYS
1 2 3
PLAN FOR MULTIPLE CONTEXTS AND OPTIMISE YOUR CONTENT FOR BEST
RESULTS.
DISTRIBUTE CONTENT RATHER THAN USERS
VIDEO IS IDEAL FOR NATIVE SYNDICATION
