Branded Video Content Cheat-sheet

1. Wide audience
1 Billion
Maximum 20 minutes;
Optimal length is 60 seconds
or less
Yes: Robust ad units allow
users to leverage auto-play,
sequential video retargeting
capabilities, and audience
targeting
– Ideal for short-form videos
where a low cost-per-view,
high view rate and fan
engagement is a priority
– Extensive capabilities help
marketers reach a specific
target group
– Good platform for
developing campaigns where
video retargeting helps tell a
larger brand story
Video views, cost-per-
view, view-through-rate,
video completion rates
by percentage, reach and
impressions
Wide audience particularly
including young, male
Millennials
1 Billion
Maximum 15 minutes;
Potentially longer with a
partnership through YouTube
Yes: Auto-play, interest,
remarketing, and purchase
behavior targeting
capabilities; High completion
rates for longer-form content
– Natural hub for long-form
and evergreen video content
that is not time-sensitive
– Opportunities to partner
up with larger YouTube stars
for influencer programs/
campaigns
– SEO capabilities lead to
higher discoverability
Video views, cost-per-
view, view-through-rate,
video completion rates
by percentage, and video
completions by target group
Fairly wide audience,
emphasis on tech,
marketing, entertainment
271 Million
Promoted Video: Maximum
10 minutes (for verified
accounts); Optimal length is
60 seconds or less
Mobile video: Maximum
30 seconds
Yes: Click-to-play capabilities
usually leading to higher
video completion rates;
Niche targeting capabilities
– Opportunity to engage a
broad, but targeted audience
during a specific time frame
by leveraging interest key
words
– Mobile video allows for
real-time content curation
(e.g. around TV events such
as the Oscars)
Video views, cost-per-view,
view-through-rate, retweets,
and favorites
Millennials, with an
emphasis on fashion,
foodies, travel
200 Million
Maximum 15 seconds
In Beta Testing: High
minimum spend and
minimal targeting currently
available
– Limited paid and targeting
capabilities with a higher
buy-in
– Users are most likely to
engage with higher quality
video content.
Video views (paid only)
and Likes
Early adopters, Millennials,
teens, passionate content
creators
40 Million
Maximum 6 seconds
None
– Opportunities to partner
up with younger influencers
for programs/campaigns
targeted to a younger,
Millennial audience
– Natural cross-platform
integration with Twitter
– Allows for creativity to
be condensed into a short,
looped time frame
– Nearly all mobile
engagement
Loops and Revines
Millennials, teens
100 Million
Maximum 10 seconds per
“Snap”; Stories allow for
unlimited number of Snaps
over 24-hour period
In Beta Testing: High
minimum spend and
minimal targeting currently
available
– “Opt-in” format of Snapchat
Stories means ads are
viewed by those who are
interested, ensuring a
preemptively engaged
audience
– Young user-base provides
value to Millennial-focused
brands
– Snapchat Stories allow
for creative combination of
“scrappy” short-form video
and image-based content
– Very little discoverability
due to lack of content
longevity
View count
WHO’S
ON IT
MAU WORTH
VIDEO
TIME LIMIT
PAID MEDIA
STRENGTHS
NEED TO
KNOW
MAJOR KPIs
f w u
360i’S BRANDED VIDEO CONTENT CHEAT-SHEET