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Innovate Now

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Online video ads are still on the rise, with much of that increase stemming from new ad innovations. Rob Davis the Director of Advanced Video Practice at Ogilvy discusses the difference between invention and innovation in the online video landscape and the importance your target consumer has.

Publié dans : Business
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Innovate Now

  1. 1. Innovate, NowIdeas to End the Waiting GameRobert John DavisDirector, Advanced Video PracticeOgilvy@robertjohndavis
  2. 2. Challenges Facing Brand Marketers: Online Video Landscape
  3. 3. Challenges Facing Brand Marketers: Online Video Landscape• The marketplace is expansive and undefined
  4. 4. Challenges Facing Brand Marketers: Online Video Landscape• The marketplace is expansive and undefined• Confusion over what can be achieved
  5. 5. Challenges Facing Brand Marketers: Online Video Landscape• The marketplace is expansive and undefined• Confusion over what can be achieved• Lack of common vernacular
  6. 6. Challenges Facing Brand Marketers: Online Video Landscape• The marketplace is expansive and undefined• Confusion over what can be achieved• Lack of common vernacular• Management of social aspects
  7. 7. Challenges Facing Brand Marketers: Online Video Landscape• The marketplace is expansive and undefined• Confusion over what can be achieved• Lack of common vernacular• Management of social aspects• Muddled metrics messages
  8. 8. Challenges Facing Brand Marketers: Online Video Landscape• The marketplace is expansive and undefined• Confusion over what can be achieved• Lack of common vernacular• Management of social aspects• Muddled metrics messages• The industry obsession with innovation
  9. 9. Innovation’s Double-Edged Sword
  10. 10. Innovation’s Double-Edged Sword• Our society is obsessed with “innovation”
  11. 11. Innovation’s Double-Edged Sword• Our society is obsessed with “innovation”• We confuse innovation with invention
  12. 12. Innovation’s Double-Edged Sword• Our society is obsessed with “innovation”• We confuse innovation with invention• We wait for invention to arrive
  13. 13. Innovation’s Double-Edged Sword• Our society is obsessed with “innovation”• We confuse innovation with invention• We wait for invention to arrive• Unspoken in the desire to speed innovation and catch the “next thing” is a lack of faith in the current age... and a missed opportunity
  14. 14. Inventions
  15. 15. Innovation
  16. 16. Invention
  17. 17. Innovation
  18. 18. Invention
  19. 19. Innovation
  20. 20. Marketing Innovation
  21. 21. Seeing The Forest AND The Trees• Opportunities abound, right now• It’s messy, and that’s not changing soon• The audience - your consumers - are already frolicking in the forest• You are either with them, or you are standing in the meadow, looking in
  22. 22. Address What Impedes Forest/Tree Vision Team Awareness Team Viral TeamEngagement Team Tomorrow
  23. 23. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team Awareness Team Viral TeamEngagement Team Tomorrow
  24. 24. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness Team Viral TeamEngagement Team Tomorrow
  25. 25. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • Waiting for pre-roll mana to descend upon us Team Viral TeamEngagement Team Tomorrow
  26. 26. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness •• Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team Viral TeamEngagement Team Tomorrow
  27. 27. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift • Awareness • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • Believes in luck... four leaf clovers, finding heads-up pennies Viral TeamEngagement Team Tomorrow
  28. 28. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness •• Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral TeamEngagement Team Tomorrow
  29. 29. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness •• Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • Waiting for creative mana to descend upon us TeamEngagement Team Tomorrow
  30. 30. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • • Waiting for creative mana to descend upon us Only sees forests with over 10 million trees TeamEngagement Team Tomorrow
  31. 31. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • • Waiting for creative mana to descend upon us Only sees forests with over 10 million trees Team • Wants to put everything on YouTube... everything...Engagement Team Tomorrow
  32. 32. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • • Waiting for creative mana to descend upon us Only sees forests with over 10 million trees Team • • Wants to put everything on YouTube... everything... Sees video only as a way to do something else, like go to FacebookEngagement Team Tomorrow
  33. 33. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • • Waiting for creative mana to descend upon us Only sees forests with over 10 million trees Team • • Wants to put everything on YouTube... everything... Sees video only as a way to do something else, like go to FacebookEngagement • Waiting for Tweet mana to descend upon us Team Tomorrow
  34. 34. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • • Waiting for creative mana to descend upon us Only sees forests with over 10 million trees Team • • Wants to put everything on YouTube... everything... Sees video only as a way to do something else, like go to FacebookEngagement • • Waiting for Tweet mana to descend upon us Ignores the forest, really Likes each tree Team Tomorrow
  35. 35. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • • Waiting for creative mana to descend upon us Only sees forests with over 10 million trees Team • • Wants to put everything on YouTube... everything... Sees video only as a way to do something else, like go to FacebookEngagement • • Waiting for Tweet mana to descend upon us Ignores the forest, really Likes each tree Team • Apologizes for lack of standards, struggles with conviction Tomorrow
  36. 36. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • • Waiting for creative mana to descend upon us Only sees forests with over 10 million trees Team • • Wants to put everything on YouTube... everything... Sees video only as a way to do something else, like go to FacebookEngagement • • Waiting for Tweet mana to descend upon us Ignores the forest, really Likes each tree Team •• Apologizes for lack of standards, struggles with conviction Goes to bed confident of what can’t be done today Tomorrow
  37. 37. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • • Waiting for creative mana to descend upon us Only sees forests with over 10 million trees Team • • Wants to put everything on YouTube... everything... Sees video only as a way to do something else, like go to FacebookEngagement • • Waiting for Tweet mana to descend upon us Ignores the forest, really Likes each tree Team •• Apologizes for lack of standards, struggles with conviction Goes to bed confident of what can’t be done today Tomorrow • Waiting for some mana, any mana to descend upon us
  38. 38. Address What Impedes Forest/Tree Vision • Only focuses on in-stream advertising Team • Can’t give up GRP and lift Awareness • • Waiting for pre-roll mana to descend upon us Sees forest online, thinks it looks like every other forest on TV Team • • Believes in luck... four leaf clovers, finding heads-up pennies Goes big or goes home... spends lots of time at home Viral • • Waiting for creative mana to descend upon us Only sees forests with over 10 million trees Team • • Wants to put everything on YouTube... everything... Sees video only as a way to do something else, like go to FacebookEngagement • • Waiting for Tweet mana to descend upon us Ignores the forest, really Likes each tree Team •• Apologizes for lack of standards, struggles with conviction Goes to bed confident of what can’t be done today Tomorrow • • Waiting for some mana, any mana to descend upon us Only sees trees, waiting for tech to build forest
  39. 39. Solution?Develop comprehensive goals.Innovate, Now
  40. 40. Framework Goals
  41. 41. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points.
  42. 42. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream
  43. 43. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not)
  44. 44. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search
  45. 45. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution
  46. 46. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media
  47. 47. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media• Increase visibility in search by creating content which explicitlyaddresses what the target audience is searching for.
  48. 48. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media• Increase visibility in search by creating content which explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM
  49. 49. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media• Increase visibility in search by creating content which explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM • Disciplined content development (quality, length and message)
  50. 50. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media• Increase visibility in search by creating content which explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM • Disciplined content development (quality, length and message) • Accentuate the unbranded search
  51. 51. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media• Increase visibility in search by creating content which explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM • Disciplined content development (quality, length and message) • Accentuate the unbranded search• Cause a direct, intended Post Play InteractionTM
  52. 52. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media• Increase visibility in search by creating content which explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM • Disciplined content development (quality, length and message) • Accentuate the unbranded search• Cause a direct, intended Post Play InteractionTM • Go to landing page
  53. 53. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media• Increase visibility in search by creating content which explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM • Disciplined content development (quality, length and message) • Accentuate the unbranded search• Cause a direct, intended Post Play InteractionTM • Go to landing page • Watch more video
  54. 54. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media• Increase visibility in search by creating content which explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM • Disciplined content development (quality, length and message) • Accentuate the unbranded search• Cause a direct, intended Post Play InteractionTM • Go to landing page • Watch more video • Take advantage of an offer
  55. 55. Framework Goals• Reach desired audiences with information relevant to their lives, needsor pain points. • In-stream • Content-oriented (maybe branded entertainment, maybe not) • Paid and organic search • Targeted distribution • Social media• Increase visibility in search by creating content which explicitlyaddresses what the target audience is searching for. • Customer Intent ModelingTM • Disciplined content development (quality, length and message) • Accentuate the unbranded search• Cause a direct, intended Post Play InteractionTM • Go to landing page • Watch more video • Take advantage of an offer • Measure against your PPI
  56. 56. Activate available pathways.Innovate, Now
  57. 57. O/E/P FOR VIDEO OWNED Brand Dotcom Landing Pages YouTube Channel Video Sharing Channels Facebook Page Twitter FeedSharingVSEOBlogs EARNEDInfluencersYouTube EmbedsReviews VSEM In Stream PAID Display Ads Content Partnerships YouTube Promotion Blog Networks
  58. 58. Measure with multiple tools.Innovate, Now
  59. 59. Gather Your Metrics• Understand the value you are tying to bring• Set KPI’s that reflect that value• Should you worry about completion rates? • (Hint - usually not)• Likely sources of data for fully measuring a project: • Ad Networks, Brand Dotcom, SalesForce, Sharing Sites, Paid Search Networks, Organic Search, 3rd Party Tools and Listening.
  60. 60. Listen to your viewers actions. Don’t be afraid to revise.Innovate, Now

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