This document discusses the evolution of visual content and how people consume it over time. It traces the development from cave paintings and Egyptian glyphs to modern platforms like television, computers, phones and social media. The document emphasizes that marketers need to evolve with new forms of interactive video in order to better engage consumers. Interactive video outperforms traditional pre-roll ads by increasing engagement, awareness, activity rates, completion rates and click-through rates. It also allows marketers to track user behavior through analytics.
2. 10,000 BC
Primitive Cave Paintings Egyptian Glyphs
5,000 BC
Medieval Manuscripts
1,200 – 1,500 AD
THERE HAS ALWAYS BEEN VISUAL CONTENT
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3. Television in
the mid 1900’s
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Computers in
the 1980’s
Phones Access
Internet in early 2000’s
Visual Content
in early 1900’s
HOW WE CONSUME CONTENT EVOLVED
4. Can you imagine if we still had ads like these?
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6. 183 MILLION AMERICANS
As online video usage increases,
WATCHED MORE THAN
in January 2014
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48 BILLION VIDEOS
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The Rise of
VISUAL CONTENT
PLATFORMS
With 70,000,000 users, Pinterest
has grown faster than any other
independent site in history
Instagram has 300,000,000 active
users with 1.2 billion likes
per day and 20 billion shared photos
Facebook has 1,000,000,000 active
users with 4.5 billion likes
per day and 350 million shared photos
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VIDEO MARKETING HAS EVOLVED
Interactive Videos Gain
Momentum in the 2010’s
First Clickable Web
Banner in 1994
First YouTube Video
Uploaded in 2005
First “Interactive” Video on
YouTube in 2008
19. @MATT_SILTALA
3 REASONS
you need to evolve
Consumers want to take an active role in
their brand experiences
Interactive Video Outperforms
static pre-roll in every category
All the user-behavior can be
tracked through analytics
1
2
3
20. ACTIVE ROLE IN THEIR BRAND EXPERIENCE
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1
Consumers want to take an
21. SHARE A COKE CAMPAIGN
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125,000+
Share a Coke campaign posts
shared across digital channels
96%of sentiments have been
positive or neutral
11.8%Increase in brand lift
36. @MATT_SILTALA
DATA THAT
Connected to systems you
depend on crm, cms, lms,
analytics, etc.
The key is to make sure
you have it working to
know what is going on
MATTERS
42. So you can all but bet the house
they will be putting more focus on
video in the SERPs to win back
the majority of the market
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?
Either way - Google does NOT like this.
?
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“We’re seeing such demand from marketers
to run more video campaigns and get more reach,”
says Ameet Ranadive, Twitter’s senior director of
revenue product. “It’s about delivering additional
value for advertisers;
now they can come to one place and with
a single click extend those campaigns.”
The message Twitter’s trying to send:
Twitter is so much bigger than just Twitter.
44. Interactive video is redefining
content platforms as well as how
social and community building is
done.
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Marketers must
EVOLVE
First picture:
Apple Computer launched the Macintosh, the first successful mouse-driven computer with a graphic user interface, with a single $1.5 million commercial during the 1984 Super Bowl. Based on the Motorola 68000 microprocessor, the Macintosh included many of the Lisa´s features at a much more affordable price: $2,500.
Second picture: IBM released its PC Jr. and PC-AT. The PC Jr. failed, but the PC-AT, several times faster than original PC and based on the Intel 80286 chip, claimed success with its notable increases in performance and storage capacity, all for about $4,000. It also included more RAM and accommodated high-density 1.2-megabyte 5 1/4-inch floppy disks.
https://www.youtube.com/watch?v=vRYfouuHPvs
pre-roll
http://www.netlingo.com/word/pre-roll.php
The name of an online video commercial that appears prior to an online video, it is typically :10 - :15 seconds in length. Once you click on certain online video links, you will be forced to watch a short commercial before the video content. This snippet of online advertising is known as "a pre-roll" or just "pre-roll" (as opposed to a mid-roll or post-roll).
See more at: http://www.netlingo.com/word/pre-roll.php#sthash.0qIhLWzO.dpuf
http://techterms.com/definition/interactive_video
Interactive video (also known as "IV") is a type of digital video that supports user interaction. These videos play like regular video files, but include clickable areas, or "hotspots," that perform an action when you click on them. For example, when you click on a hotspot, the video may display information about the object you clicked on, jump to a different part of the video, or open another video file.
Here’s the link
http://avalaunchmedia.com/news/Avalaunch-media-has-moved
http://www.wsj.com/articles/share-a-coke-credited-with-a-pop-in-sales-1411661519
http://www.slideshare.net/MediaWorks1/ncmpr-presentation-oct14
Coke out performed both Pepsi and Dr. Pepper last summer both in volume and in dollars with it’s “Share a Coke Campaign.
They swapped coke name with top 250 teen and millennial names
Created personalized bottles and share on FB, Tumblr, Twitter, Instagram
Incorporated hashtag #ShareaCoke – users could be featured in campaign
500-stop cross-country tour
The gopro screen shot is a hyperlink to their going public video. Only 1:40 and very applicable to the presentationl.
http://www.nydailynews.com/news/national/gopro-marketing-turns-top-youtube-brand-article-1.1875573
GoPro's viral video marketing campaign turns it into top YouTube brand in the world
The San Francisco-based company launched its channel four years ago and started producing videos as a way to promote its cameras. But the popularity of the campaign took a life of its own, and now GoPro is taking a cue from its customers and producing many of its own videos as well. The change has tripled their amount of views so far this year.
Focus is on PRE ROLL cause I am trying to bring the ROI content to Pubcon vs the share and get likes content