ONLINEVIDEOISADDICTIVE!
ALCOHOL COKE HEROIN
ONLINE
VIDEO
ADDICTIVENESS
100%
CONTENTANDFORM
“THE MEDIUMIS THE
MESSAGE”
MARSHALLMC’LUHAN
“WHATREALLY DECIDES
CONSUMERSTO BUY ORNOT TO
BUYISTHECONTENTOFY...
“VIDEOHOLDSTHE
ABILITYTOTELLA
CAPTIVATING AND
POWERFULSTORY ONITS
OWN”
VIDEOANDNATIVEAREMEANTTOBE
“NATIVEDELIVERS A
CONTEN...
THECOMBINEDREACHBEATSFACEBOOKANDYOUTUBE
25%
7%
68%
RESTOF THE
INTERNET
BUT THECOMBINATIONOFMANYINCREASESCOMPLEXITY
BRAND
SOCIAL PUBLISHERS PLATFORMS
HOWDOYOUOPTIMISE
YOURCONTENTFOR
SYNDICATION?
OKGREAT,BUTTHEN…
HOWDOYOU
EFFECTIVELYSYNDICATE
YOURVIDEOCONTENT
SOITDELIVERSR...
THECONTENTPART
ONESIZEDOESN’TFITALL…
DON’T
FORCEFEEDUSERS
WITH YOUR
REPURPOSEDTVSIN
NATIVE.
DO
PLAN TOMAKE YOUR
CONTENTRELEVANTIN
MULTIPL...
THEADVERTISINGVALUECHAIN
BRAND CREATIVEAGENCY
PRODUCTION
COMPANY
MEDIAAGENCY
PUBLISHERS
NETWORKS
PLATFORMS
END
USER
BRINGS...
EXAMPLE-MULTIPLECONVERSATIONALHANDLES
CLASHOF CLANS -REVENGE
TAKEN
SUPERBOWL LIAMNEESON
CLASHOFCLANS
THESOCIALSTORY
CREATI...
DON’TFORGETABOUTTHE HYGIENECONTENT
IMAGES TEASERS BEHIND
SCENES
INTERVIEWS REACTIONS SOCIAL
POSTS
STORY
TEMPLATES HASHTAGS...
SNACKABLEVIDEOWORKSFORNATIVE
SOURCE: OOYALA GLOBAL VIDEOINDEX, 2015
SKIP THE 30SECONDINTRO
GET TOTHE POINTINFIRST10 SEC
FINDTHEOPTIMALCOMBINATION
OPTIMISEONTHEGO
TELLYOURAUDIENCEWHATYOU
WANT...
WHAT CAN
MONALISA
TEACHUS
ABOUT
NATIVE…?
THESYNDICATION PART
SECUREROIONNATIVEINVESTMENTS-SCALEISKEY!
SYNDICATED
BRANDED
CONTENT
HOWTOSCALENATIVE…
1
2
3
4
POSTONOWNEDCHANNELSAND PROMO...
AGOLDFISH
WILLGROWAS
BIGAS ITS
ENVIRONMENT
ALLOWS…
FROM“DRIVE-TO-SITE”TOCONTENTSYNDICATION
CONTENTSYNDICATION-CONTENTTOAUDIENCEDRIVETOSITE-USERSTOCONTENT
CONTENT
!!
HUB
!
!
!
WHYISCONTENTSYNDICATION
IMPORTANT?
SCALE
DISCOVERABILITY
USER EXPERIENCE
SEARCH
WHATDOESITMEANFOR
PUBLISHERS?
AREYOUINTHEMARKET
OFPRODUCINGA
NEWSPAPER,MAGAZINE
ORAWEBSITE?
(CLOSED)
AREYOUINTHE
MARKETOFPRODUCING
ENGAGING CONTENT
FORY...
IN3+YEARS TIME…
MANYPUBLISHERSWILL TOANEXTENT WORKLIKEAYOUTUBE
CHANNEL.THEYHOUSECONTENT,BUTTHEMAJORITY OFIT IS
CONSUMEDONT...
WHATDOESITMEANFOR
ADVERTISERS?
SOCIALANDNETWORKSRULE!
EVERYCATCAN’T GO VIRAL
ORGANIC REACHISDEAD! SORRY!
THEBENEFITSOFNATIVEVIDEOSYNDICATION
GUARANTEEDVIEWS CONTENT EXPERIENCE NATIVELOOK ANDFEEL
TARGETEDAUDIENCE SCALE ENGAGEMEN...
UNDERSTANDTHEDETAILS-ANDUSEITTOYOURADVANTAGE
DOESTHEAD FUNCTION LIKEOTHERELEMENTSONTHEPAGE?
DOESTHEAD BEHAVE LIKEOTHERELEM...
MEASURE WHATMATTERS!
IMPACT
ENGAGEMENT VIEWS
TIME
RATE SOCIAL
ACTIONS
AWARENESSPURCHASE
INTENT
BRAND
RECALL
VIEWABILITY
SO...
KEYTAKEAWAYS
1 2 3
PLANFORMULTIPLE
CONTEXTSANDOPTIMISE
YOURCONTENTFORBEST
RESULTS.
DISTRIBUTECONTENTRATHER
THANUSERS
VIDEO...
THANKYOU!
SimonKvist
simon.kvist@theoutplay.com
Mobile:+44(0)7780111230
@iSimonKvist
www.theoutplay.com
´
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Native video understanding the syndication opportunity

In this presentation you will hear how video and native are meant to be. Video holds the opportunity to carry rich, valuable, beautiful, emotional narratives across formats and platforms. Simon will dive in to how marketers can optimize their video content for native syndication with the aim of leaving a strong digital footprint. The focus on the presentation will be on how brands and publishers can mutually benefit from syndicating content to users and not the other way around.
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Native video understanding the syndication opportunity

  • 1. ONLINEVIDEOISADDICTIVE! ALCOHOL COKE HEROIN ONLINE VIDEO ADDICTIVENESS 100%
  • 2. CONTENTANDFORM “THE MEDIUMIS THE MESSAGE” MARSHALLMC’LUHAN “WHATREALLY DECIDES CONSUMERSTO BUY ORNOT TO BUYISTHECONTENTOFYOUR ADVERTISING,NOT ITS FORM” DAVIDOGILVY
  • 3. “VIDEOHOLDSTHE ABILITYTOTELLA CAPTIVATING AND POWERFULSTORY ONITS OWN” VIDEOANDNATIVEAREMEANTTOBE “NATIVEDELIVERS A CONTENTEXPERIENCE, SEAMLESSLY INTEGRATED TO ITS CONTEXT” NATIVE VIDEO
  • 4. THECOMBINEDREACHBEATSFACEBOOKANDYOUTUBE 25% 7% 68% RESTOF THE INTERNET
  • 5. BUT THECOMBINATIONOFMANYINCREASESCOMPLEXITY BRAND SOCIAL PUBLISHERS PLATFORMS
  • 6. HOWDOYOUOPTIMISE YOURCONTENTFOR SYNDICATION? OKGREAT,BUTTHEN… HOWDOYOU EFFECTIVELYSYNDICATE YOURVIDEOCONTENT SOITDELIVERSROI?
  • 7. THECONTENTPART
  • 8. ONESIZEDOESN’TFITALL… DON’T FORCEFEEDUSERS WITH YOUR REPURPOSEDTVSIN NATIVE. DO PLAN TOMAKE YOUR CONTENTRELEVANTIN MULTIPLE CONTEXT
  • 9. THEADVERTISINGVALUECHAIN BRAND CREATIVEAGENCY PRODUCTION COMPANY MEDIAAGENCY PUBLISHERS NETWORKS PLATFORMS END USER BRINGSYNDICATIONINTOTHESTRATEGICANDCREATIVEPROCESS
  • 10. EXAMPLE-MULTIPLECONVERSATIONALHANDLES CLASHOF CLANS -REVENGE TAKEN SUPERBOWL LIAMNEESON CLASHOFCLANS THESOCIALSTORY CREATIVE - 1MILLIONSHARES CONVERSATIONALHANDLES
  • 11. DON’TFORGETABOUTTHE HYGIENECONTENT IMAGES TEASERS BEHIND SCENES INTERVIEWS REACTIONS SOCIAL POSTS STORY TEMPLATES HASHTAGS PRESS RELEASES
  • 12. SNACKABLEVIDEOWORKSFORNATIVE SOURCE: OOYALA GLOBAL VIDEOINDEX, 2015
  • 13. SKIP THE 30SECONDINTRO GET TOTHE POINTINFIRST10 SEC FINDTHEOPTIMALCOMBINATION OPTIMISEONTHEGO TELLYOURAUDIENCEWHATYOU WANTTHEM TODO. YOUWILLBE SURPRISED! CAPTURE THEACTION TRY TOUSE IMAGEFROM ENDOF VIDEO USEEMOTIONS -NOTPRODUCTS USEPEOPLERATHERTHAN PRODUCTS. 1 2 3 4 5 6 STARTANDENDSTRONG IMAGE MIX PEOPLE INTERACITIVTY 6SIMPLE PRACTICESTO OPTIMISEYOUR VIDEOCONTENT FORNATIVE DISTRIBUTION. DESIGNFORAUDIOOFF -GIVEEXTRA VALUEWHENAUDIOON. AUDIOOFF
  • 14. WHAT CAN MONALISA TEACHUS ABOUT NATIVE…?
  • 15. THESYNDICATION PART
  • 16. SECUREROIONNATIVEINVESTMENTS-SCALEISKEY! SYNDICATED BRANDED CONTENT HOWTOSCALENATIVE… 1 2 3 4 POSTONOWNEDCHANNELSAND PROMOTEVIASOCIAL MEDIA DRIVETRAFFIC TOHUBFROM CONTENT RECOMMENDATION WIDGETS PROMOTECONTENT ON OWNEDSITES SYNDICATEVIDEOCONTENT THROUGHNATIVE PLATFORMS
  • 17. AGOLDFISH WILLGROWAS BIGAS ITS ENVIRONMENT ALLOWS…
  • 18. FROM“DRIVE-TO-SITE”TOCONTENTSYNDICATION CONTENTSYNDICATION-CONTENTTOAUDIENCEDRIVETOSITE-USERSTOCONTENT CONTENT !! HUB ! ! !
  • 19. WHYISCONTENTSYNDICATION IMPORTANT?
  • 20. SCALE DISCOVERABILITY USER EXPERIENCE SEARCH
  • 21. WHATDOESITMEANFOR PUBLISHERS?
  • 22. AREYOUINTHEMARKET OFPRODUCINGA NEWSPAPER,MAGAZINE ORAWEBSITE? (CLOSED) AREYOUINTHE MARKETOFPRODUCING ENGAGING CONTENT FORYOURAUDIENCES? (OPEN) OR ACHANGEOFMIND…SET
  • 23. IN3+YEARS TIME… MANYPUBLISHERSWILL TOANEXTENT WORKLIKEAYOUTUBE CHANNEL.THEYHOUSECONTENT,BUTTHEMAJORITY OFIT IS CONSUMEDONTHIRDPARTYSITES.
  • 24. WHATDOESITMEANFOR ADVERTISERS?
  • 25. SOCIALANDNETWORKSRULE! EVERYCATCAN’T GO VIRAL ORGANIC REACHISDEAD! SORRY!
  • 26. THEBENEFITSOFNATIVEVIDEOSYNDICATION GUARANTEEDVIEWS CONTENT EXPERIENCE NATIVELOOK ANDFEEL TARGETEDAUDIENCE SCALE ENGAGEMENT RETURNONINVESTMENT CONTENT INVESTMENT
  • 27. UNDERSTANDTHEDETAILS-ANDUSEITTOYOURADVANTAGE DOESTHEAD FUNCTION LIKEOTHERELEMENTSONTHEPAGE? DOESTHEAD BEHAVE LIKEOTHERELEMENTSONTHEPAGE? WHOENGAGES INYOURCONTENTWHERE? HOWBIGIS THE VIDEO PLAYER? HOWISA VIEWDEFINED? CAN THEUSERSKIP? ACTIVATION?
  • 28. MEASURE WHATMATTERS! IMPACT ENGAGEMENT VIEWS TIME RATE SOCIAL ACTIONS AWARENESSPURCHASE INTENT BRAND RECALL VIEWABILITY SOLDPRODUCTS THEREISNOSINGLEMETRICTHATCOVERSITALL.ALLMETRICSCAN LOOKGREATIN ISOLATION.ONLYTHECOMBINEDPICTUREGIVESYOUASATISFYING UNDERSTANDING OF QUALITY.BUTALWAYSDEMANDTRANSPARENCYONYOURVIDEOINVESTMENT.
  • 29. KEYTAKEAWAYS 1 2 3 PLANFORMULTIPLE CONTEXTSANDOPTIMISE YOURCONTENTFORBEST RESULTS. DISTRIBUTECONTENTRATHER THANUSERS VIDEOISIDEALFORNATIVE SYNDICATION
  • 30. THANKYOU! SimonKvist simon.kvist@theoutplay.com Mobile:+44(0)7780111230 @iSimonKvist www.theoutplay.com ´

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