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

FACEBOOK

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

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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