New version page

RU 630 360 Direct Marketing - Video Opportunities

Upgrade to remove ads

This preview shows page 1 out of 3 pages.

Save
View Full Document
Premium Document
Do you want full access? Go Premium and unlock all 3 pages.
Access to all documents
Download any document
Ad free experience

Upgrade to remove ads
Unformatted text preview:

Video Opportunities● Digital Video Viewership Grows and Reaches a Majority!● YouTube and Facebook continue to dominate○ Because social media video viewing grows.● Video Subscriptions Skyrocket○ But Video Advertising Grows…● Where are the opportunities?○ Digital Video■ Sight, sound color, motions in video commercials■ Opportunity to target granularly■ Ability to buy in real-time and launch same-day■ Ability to optimize all the time ● Digital Video Formats include:○ Pre-roll (desktop/mobile/tablet/connected tv)○ Social (desktop/mobile/tablet)○ Display (desktop/mobile/tablet)■ Abc■ National geographic■ Nbc■ Youtube■ Etc.● Cons○ At times can be more expensive than TV○ Need expertise on how to effectively buy online & measure○ Each platform has different buying types as well as different terms so it can require a lot of resources to effectively buy video online.■ YouTube● Skippable● TrueView● Bumpers● Non-skippable■ Facebook/Instagram● In-Stream● Feed● Stories■ Twitter● Feed○ Case Study: Josh Cellars■ To increase brand awareness and purchase intent over the winter holiday season, the California winegrower ran a mix of Facebook and Instagram ad formats and placements, and saw an 11.5-point life in adcall.Building Digital Creative for Audiences● Why Digital Creative Matters○ Good creative is good for business○ Percent sales contribution:■ Creative = 49%■ Media = 36%■ Brand = 15%● YouTube Framework: CONNECT○ Creative excellence■ A = Attract● Hook consumer attention & get them to tune in■ B = Brand ● Help consumers see/hear your brand■ C = Connect● Make them think or feel something about your brand■ D = Direct● Get them to take action○ Attract■ There are 4 key elements that are important in an ad’s opening moments to hook your audience from the start● Frame○ Use tight framing on the subject whether its a product or a person● Pace○ Aim for 2+ shots in first 5 seconds● Humanize○ If people appear in video, open with them on-screen. And if it fits with your storyline, have them address youraudience directly.● Surprise○ Use stunning, delightful, unexpected, or otherwise memorable imagery.○ Brand■ Naturally integrated products, logos and audio cues are particularly important elements to land your brand.● Introduce○ Introducing your product or brand in the first 5 seconds is positively correlated with all brand metrics● Mention○ Audio mentions of your brand by people on-screen are associated with better results than audio mentions by people off-screen. ● Reinforce○ Logo placement matters -- and the most effective placement depends on your marketing objective.● Differentiate○ How visuals and colors are unique to your brand.○ Connect■ Storytelling style, message, people and audio are key to keep people watching - - and make them think or feel.● Integrate○ Use function and emotion as levers that work together -- or independently -- to engage viewers. Functional storytelling works!● Engage○ Lean into emotional levers like action, humor or intriguewhen it works for your brand.● Associate○ Make people core to the story. People help hook viewers in an ad’s opening moments and facilitate connection.○ Direct■ Audio and visuals are key elements to reinforce your message and encouraging your viewers to act● Prompt○ Show offers and call-to-action through text cards, simple animation or voiceover● Inspire○ Use offers that inspire a sense of urgency -- for example, a limited timeframe or limited units available.● Compel○ Use specific calls-to-action (e.g., Visit site, Sign up, Buynow) or include a search bar● Every platform, even digital is


View Full Document
Download Video Opportunities
Our administrator received your request to download this document. We will send you the file to your email shortly.
Loading Unlocking...
Login

Join to view Video Opportunities and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view Video Opportunities 2 2 and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?