DIRECTAGENTS
DIGIDAY

DIRECTAGENTS
DINESHBOAZ
Co-Founder / Creative Director

DIRECTAGENTS
Direct Agents
DIGITALCONTENTLAB
We help build & transform brands through
Media Strategy, Creative & Analytics

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
Digital Content Lab
We build creative campaigns that deliver
efficient brand awareness, engagement and
conversions based on performance data,
audience profiles and current social trends.
Bridging the gap between
creative + media through
boundless creativity.
DIGITALCONTENTLAB

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ
Aerial Photographer &
National Geographic
Award Winner

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
DINESHBOAZ

DIRECTAGENTS
01. Why Video?
WHYVIDEO?

DIRECTAGENTS
01. Why Video?
02. Harnessing Your Audience
WHYVIDEO?

DIRECTAGENTS
01. Why Video?
02. Harnessing Your Audience
03. Effective Storytelling
WHYVIDEO?

DIRECTAGENTS
01. Why Video?
02. Harnessing Your Audience
03. Effective Storytelling
04. Looking at Your Data
WHYVIDEO?

DIRECTAGENTS
01. Why Video?
02. Harnessing Your Audience
03. Effective Storytelling
04. Looking at Your Data
05. Innovations
WHYVIDEO?

DIRECTAGENTS
01. Why Video?
02. Harnessing Your Audience
03. Effective Storytelling
04. Looking at Your Data
05. Innovations
WHYVIDEO?

DIRECTAGENTS
Creative Drives
Campaign Performance
Impact
on Sales:
% Sales
Contribution:
Increase
in ROI:
Growth in
attention:
comScore ARS Global Validation Summary, comScore, October 2010
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
confidential & proprietary
Creative
49%
Media
36% 15%
Brand
Creative Price promotion,
distribution, etc.
50% 35%
Media
13%
2X increase in ROI for effective
WHYVIDEO?
3X more attention than average

DIRECTAGENTS
Creative Drives
Campaign Performance
Impact
on Sales:
% Sales
Contribution:
Increase
in ROI:
Growth in
attention:
Creative
49%
Media
36% 15%
Brand
Creative Price promotion,
distribution, etc.
50% 35%
Media
13%
2X increase in ROI for effective
comScore ARS Global Validation Summary, comScore, October 2010
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
confidential & proprietary
WHYVIDEO?
3X more attention than average

DIRECTAGENTS
Creative Drives
Campaign Performance
Impact
on Sales:
% Sales
Contribution:
Increase
in ROI:
Growth in
attention:
Creative
49%
Media
36% 15%
Brand
Creative Price promotion,
distribution, etc.
50% 35%
Media
13%
2X increase in ROI for effective
comScore ARS Global Validation Summary, comScore, October 2010
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
confidential & proprietary
WHYVIDEO?
3X more attention than average

DIRECTAGENTS
Creative Drives
Campaign Performance
Impact
on Sales:
% Sales
Contribution:
Increase
in ROI:
Growth in
attention:
2X increase in ROI for effective
3X more attention than average
Creative
49%
Media
36% 15%
Brand
Creative Price promotion,
distribution, etc.
50% 35%
Media
13%
comScore ARS Global Validation Summary, comScore, October 2010
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
confidential & proprietary
WHYVIDEO?

DIRECTAGENTS
Creative Drives
Campaign Performance
Impact
on Sales:
% Sales
Contribution:
Increase
in ROI:
Growth in
attention:
3X more attention than average
Creative
49%
Media
36% 15%
Brand
Creative Price promotion,
distribution, etc.
50% 35%
Media
13%
2X increase in ROI for effective
comScore ARS Global Validation Summary, comScore, October 2010
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
confidential & proprietary
WHYVIDEO?

DIRECTAGENTS
Consumers in the United States
spend nearly as much time watching
videos as they do working, nearly
WHYVIDEO?

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40 hours.
Consumers in the United States
spend nearly as much time watching
videos as they do working, nearly
WHYVIDEO?

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Videos are shared on social media
WHYVIDEO?

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1200%
Videos are shared on social media
more than images and text combined
WHYVIDEO?

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64%
WHYVIDEO?

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64%of consumers are more likely to buy a
product after watching a video on it
WHYVIDEO?

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71%
WHYVIDEO?

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71%of Gen Z watches more than
three hours of online video daily
WHYVIDEO?

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YouTube has over
WHYVIDEO?

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1 billion
YouTube has over
users, making it the largest streaming site in the world
WHYVIDEO?

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Marketers are still not
effectively using video.
WHYVIDEO?

DIRECTAGENTS
01. Why Video?
02. Harnessing Your Audience
03. Effective Storytelling
04. Looking at Your Data
05. Innovations
HARNESSINGYOURAUDIENCE

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Go Beyond Persona
HARNESSINGYOURAUDIENCE

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Go Beyond Persona
Mom
Athletic Lifestyle
Lululemon
Healthy Cooking
HARNESSINGYOURAUDIENCE

DIRECTAGENTS
Go Beyond Persona
Mom
Athletic Lifestyle
Lululemon
Healthy Cooking
Mom
Ladies Night
Bottle Service
Dancing
HARNESSINGYOURAUDIENCE

DIRECTAGENTS
HARNESSINGYOURAUDIENCE
Behaviorally targeted ads are twice as effective as non-targeted
ads.
Think About Behaviors

DIRECTAGENTS
HARNESSINGYOURAUDIENCE
Behaviorally targeted ads are twice as effective as non-targeted
ads.
Think About Behaviors
Making your content work cross platform. 95% of marketers say they know how
important multichannel marketing is for targeting; however, only 73% say they
have a multichannel strategy in place.
Multi-Platform Content

DIRECTAGENTS
Behaviorally targeted ads are twice as effective as non-targeted
ads.
Think About Behaviors
While your whole strategy shouldn’t be persona focused, you should know your
audience and everything about them.
Data Sources
HARNESSINGYOURAUDIENCE
Making your content work cross platform. 95% of marketers say they know how
important multichannel marketing is for targeting; however, only 73% say they
have a multichannel strategy in place.
Multi-Platform Content

DIRECTAGENTS
01. Why Video?
02. Harnessing Your Audience
03. Effective Storytelling
04. Looking at Your Data
05. Innovations
EFFECTIVESTORYTELLING

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Offer/Resolution
Climax/Big Reveal
More product
demonstration/
explanation for
those who want it
Attract Brand Direct Optional Bonus ContentConnect
Start High
Maintain Connection
These ads start strong and stay
strong instead of using a slow build.
Emerging Digital Story Arc
Climax/Big Reveal
Lead In
Build Offer
Branding
Traditional Story Arc
Effective Ads Follow the
Emerging Digital Story Arc
EFFECTIVESTORYTELLING

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15 Second Video
EFFECTIVESTORYTELLING

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Build video stories around emotion.
Advertising campaigns with emotional content
performed about twice as well as those with only
rational content. — The Institute of Practitioners in Advertising (IPA)
EFFECTIVESTORYTELLING

DIRECTAGENTS
Use visuals and sound to convey the message you want to share through
your story. Think about strong colors, audio, angles and how it works
together to create a feeling.
Show, Don’t Tell—but show the best of…
EFFECTIVESTORYTELLING

DIRECTAGENTS
Use visuals and sound to convey the message you want to share through
your story. Think about strong colors, audio, angles and how it works
together to create a feeling.
Show, Don’t Tell—but show the best of…
The most effective thing you can do is perfect the one main point you want
to get across.
Focus on One Story at a Time
EFFECTIVESTORYTELLING

DIRECTAGENTS
Use visuals and sound to convey the message you want to share through
your story. Think about strong colors, audio, angles and how it works
together to create a feeling.
Show, Don’t Tell—but show the best of…
The most effective thing you can do is perfect the one main point you want
to get across.
Focus on One Story at a Time
Start conversations, incite engagement opportunities, make them feel a
part of something bigger than a singular product.
Turn Your Video Content into a Shared Experience
EFFECTIVESTORYTELLING

DIRECTAGENTS
Use visuals and sound to convey the message you want to share through
your story. Think about strong colors, audio, angles and how it works
together to create a feeling.
Show, Don’t Tell—but show the best of…
The most effective thing you can do is perfect the one main point you want
to get across.
Focus on One Story at a Time
Start conversations, incite engagement opportunities, make them feel a
part of something bigger than a singular product.
Turn Your Video Content into a Shared Experience
Building trust within a relationship with customers will make them
advocates for years to come. Be human.
Create Trust
EFFECTIVESTORYTELLING

DIRECTAGENTS
Use visuals and sound to convey the message you want to share through
your story. Think about strong colors, audio, angles and how it works
together to create a feeling.
Show, Don’t Tell—but show the best of…
The most effective thing you can do is perfect the one main point you want
to get across.
Focus on One Story at a Time
Start conversations, incite engagement opportunities, make them feel a
part of something bigger than a singular product.
Turn Your Video Content into a Shared Experience
Building trust within a relationship with customers will make them
advocates for years to come. Be human.
Create Trust
Don’t just focus on audience—focus on addressing a problem your product
will solve.
What Problem Are You Solving?
EFFECTIVESTORYTELLING

DIRECTAGENTS
Use visuals and sound to convey the message you want to share through
your story. Think about strong colors, audio, angles and how it works
together to create a feeling.
Show, Don’t Tell—but show the best of…
The most effective thing you can do is perfect the one main point you want
to get across.
Focus on One Story at a Time
Start conversations, incite engagement opportunities, make them feel a
part of something bigger than a singular product.
Turn Your Video Content into a Shared Experience
Building trust within a relationship with customers will make them
advocates for years to come. Be human.
Create Trust
Don’t just focus on audience—focus on addressing a problem your product
will solve.
What Problem Are You Solving?
Utilize all resources.
Be Creative with the Assets You Have
EFFECTIVESTORYTELLING

DIRECTAGENTS
Effective Storytelling Case Study
Differentiating Colgate from other brands who have a lower price point.
Brand Challenge
EFFECTIVESTORYTELLING

DIRECTAGENTS
Effective Storytelling Case Study
Differentiating Colgate from other brands who have a lower price point.
Brand Challenge
People will pay more money for a product if it’s for an important occasion.
Hypothesis
EFFECTIVESTORYTELLING

DIRECTAGENTS
Effective Storytelling Case Study
Differentiating Colgate from other brands who have a lower price point.
Brand Challenge
People will pay more money for a product if it’s for an important occasion.
Hypothesis
Tap into emotions of the consumers. Highlight moments in life that are
important to people.
Solution
EFFECTIVESTORYTELLING

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Competitor Creatives
EFFECTIVESTORYTELLING

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Our Creatives
EFFECTIVESTORYTELLING

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Our Creatives
EFFECTIVESTORYTELLING

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Our Creatives
EFFECTIVESTORYTELLING

DIRECTAGENTS
01. Why Video?
02. Harnessing Your Audience
03. Effective Storytelling
04. Looking at Your Data
05. Innovations
LOOKINGATYOURDATA

DIRECTAGENTS
Creative Intelligence
Utilize AI to tag creative images with contextual
variables at scale
• Background/foreground color, image text, labels,
objects, and logos
Know why some creatives perform better than others
• Isolate engagement and performance driving variables
Combine art and science to take a data-driven approach
to creative design and versioning
• Understand and optimize towards the individual and
compounding impacts of creative variables on
performance
LOOKINGATYOURDATA
Combining Art & Science

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Creative: Long Form
Video Performance
LOOKINGATYOURDATA
Utilizing and tracking performance trends helps us stay at the forefront of shifting industry trends.
We’re seeing user engagement rates for long-form video increase across our client base, aligning
with the macro trend Google and Facebook have been pushing.
• Brands should be increasingly utilizing their creative agency to build more long-form video
content
Entertainment Entertainment Media Ecomm Financial
Video Platform Facebook Facebook Facebook Facebook Programmatic
CTR
Long Form Video
(30 Sec and Up)
3.14% 5.51% 1.94% 2.23% 0.10%
% Above Bumper and
Snackable Video
(6 & 15 Sec)
+37% +120% +547% +80% +43%
*Compared when video
completion and spend differences
don’t exceed a 25% difference.

DIRECTAGENTS
01. Why Video?
02. Harnessing Your Audience
03. Effective Storytelling
04. Looking at Your Data
05. Innovations
INNOVATIONS

DIRECTAGENTS
TikTok has
INNOVATIONS

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1.5 billion
TikTok has
INNOVATIONS
downloads, outperforming Instagram

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INNOVATIONS

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TikTok was the third most
downloaded app in 2019 Q1 with
INNOVATIONS

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188 million
TikTok was the third most
downloaded app in 2019 Q1 with
new users, growing
INNOVATIONS

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188 million
TikTok was the third most
downloaded app in 2019 Q1 with
new users, growing
INNOVATIONS
70%from Q1 2018

DIRECTAGENTS
INNOVATIONS
If you want to reach Gen Z…

DIRECTAGENTS
INNOVATIONS
If you want to reach Gen Z…
you must be on TikTok.

DIRECTAGENTS
TikTok
TikTok is the go-to app for short form videos.
The app is for creating and sharing lip-sync,
comedy, challenges, and talent videos.
INNOVATIONS
TikTok videos can be up to 15 seconds
long, but users can also connect multiple
clips together for a total of 60 seconds.
What is TikTok?

DIRECTAGENTS
TikTok
INNOVATIONS
What can your brand do?
Challenges
Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a
Guac Dance challenge, and Guess did an #InMyDenim challenge.

DIRECTAGENTS
TikTok
INNOVATIONS
What can your brand do?
Challenges
Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a
Guac Dance challenge, and Guess did an #InMyDenim challenge.
Come up with a creative concept and utilize music—Dances and Duets
work very well.
New Voice, New Platform

DIRECTAGENTS
TikTok
INNOVATIONS
What can your brand do?
Challenges
Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a
Guac Dance challenge, and Guess did an #InMyDenim challenge.
Come up with a creative concept and utilize music—Dances and Duets
work very well.
New Voice, New Platform
Shoot BTS videos of your brand so consumers can feel a part of your process.
BTS Videos

DIRECTAGENTS
TikTok
INNOVATIONS
What can your brand do?
Challenges
Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a
Guac Dance challenge, and Guess did an #InMyDenim challenge.
Come up with a creative concept and utilize music—Dances and Duets
work very well.
New Voice, New Platform
Shoot BTS videos of your brand so consumers can feel a part of your process.
BTS Videos
Videos should be authentic, engaging and interactive—not overly produced.
Authenticity

DIRECTAGENTS
TikTok
INNOVATIONS
What can your brand do?
Challenges
Create video challenges! E.L.F did an eyes lips face challenge, Chipotle did a
Guac Dance challenge, and Guess did an #InMyDenim challenge.
Come up with a creative concept and utilize music—Dances and Duets
work very well.
New Voice, New Platform
Shoot BTS videos of your brand so consumers can feel a part of your process.
BTS Videos
Videos should be authentic, engaging and interactive—not overly produced.
Authenticity
Link out to your product! TikTok is currently testing the link out feature that will
direct users straight to your commerce website.
Linking Out

DIRECTAGENTS
TikTok
Shortly after the app launched, TikTok partnered with Guess for the
#InMyDenim challenge, which encouraged users to film themselves in
interesting places while wearing Guess' new denim line. They also
had to overlay Bebe Rexha's "I'm A Mess."
INNOVATIONS

DIRECTAGENTS
TikTok
Shortly after the app launched, TikTok partnered with Guess for the
#InMyDenim challenge, which encouraged users to film themselves in
interesting places while wearing Guess' new denim line. They also
had to overlay Bebe Rexha's "I'm A Mess."
INNOVATIONS
This campaign resulted in 34 million total views and users
participated organically! It was the first branded challenge
to go viral on TikTok. Here's a clip of one of the responses:

DIRECTAGENTS
Adobe AI
Adobe Sensei's current function among the creative apps is to
provide AI powered tools that eliminate tedious time consuming tasks
creators had to previously perform manually.
INNOVATIONS

DIRECTAGENTS
Adobe AI
Adobe Sensei's current function among the creative apps is to
provide AI powered tools that eliminate tedious time consuming tasks
creators had to previously perform manually.
INNOVATIONS
Automatically scale down and resize footage to meet various mobile
platform ratio requirements.
Auto Reframe

DIRECTAGENTS
Adobe AI
Adobe Sensei's current function among the creative apps is to
provide AI powered tools that eliminate tedious time consuming tasks
creators had to previously perform manually.
INNOVATIONS
Automatically scale down and resize footage to meet various mobile
platform ratio requirements.
Auto Reframe
This feature will closely match the color grading of any clip to the
reference footage selected.
Color Match

DIRECTAGENTS
Adobe AI
Adobe Sensei's current function among the creative apps is to
provide AI powered tools that eliminate tedious time consuming tasks
creators had to previously perform manually.
INNOVATIONS
Automatically scale down and resize footage to meet various mobile
platform ratio requirements.
Auto Reframe
This feature will closely match the color grading of any clip to the
reference footage selected.
Color Match
Automatically remix audio of any duration to fit any length of video.
Remix/Stretch

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Adobe AI
INNOVATIONS

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Takeaways
TAKEAWAYS
Reach the Right Person and the Right Time.
Don’t focus too much on one persona, instead study the behaviors of your

DIRECTAGENTS
Takeaways
Reach the Right Person and the Right Time.
Don’t focus too much on one persona, instead study the behaviors of your
Once you have your audience figured out, create the story. Aim for emotional
content and not just rational.
Crafting the Story.
TAKEAWAYS

DIRECTAGENTS
Takeaways
Reach the Right Person and the Right Time.
Don’t focus too much on one persona, instead study the behaviors of your
Once you have your audience figured out, create the story. Aim for emotional
content and not just rational.
Crafting the Story.
You do not need a huge production budget to make great videos. Work within your
means and be innovative with the resources you have.
Make it Work.
TAKEAWAYS

DIRECTAGENTS
Takeaways
Reach the Right Person and the Right Time.
Don’t focus too much on one persona, instead study the behaviors of your
Once you have your audience figured out, create the story. Aim for emotional
content and not just rational.
Crafting the Story.
You do not need a huge production budget to make great videos. Work within your
means and be innovative with the resources you have.
Make it Work.
Don’t be scared of long-form! Make the content tell the story…
Video Length.
TAKEAWAYS

DIRECTAGENTS
Takeaways
Reach the Right Person and the Right Time.
Don’t focus too much on one persona, instead study the behaviors of your
Once you have your audience figured out, create the story. Aim for emotional
content and not just rational.
Crafting the Story.
You do not need a huge production budget to make great videos. Work within your
means and be innovative with the resources you have.
Make it Work.
Don’t be scared of long-form! Make the content tell the story…
Video Length.
Know the Tech Available.
TAKEAWAYS

DIRECTAGENTS
Takeaways
Reach the Right Person and the Right Time.
Don’t focus too much on one persona, instead study the behaviors of your
Once you have your audience figured out, create the story. Aim for emotional
content and not just rational.
Crafting the Story.
You do not need a huge production budget to make great videos. Work within your
means and be innovative with the resources you have.
Make it Work.
Don’t be scared of long-form! Make the content tell the story…
Video Length.
Know the Tech Available.
Study your data and make necessary optimizations from it post-campaign launch.
Study Data and Keep Testing.
TAKEAWAYS

DIRECTAGENTS
BLUEPRINT

DIRECTAGENTS
BLUEPRINT
@beatsbydinesh

DIRECTAGENTS
Where to Find Us
Instagram
@BeatsbyDinesh
@DirectAgents
@Futurefirststudio
www.directagents.com/podcast
Podcast
TAKEAWAYS
www.directagents.com
Website

DIRECTAGENTS
DIGIDAY
Questions?