With the increase of new creative formats and rich media options, marketers are seeing the potential of online and mobile marketing as an efficient and cost effective tool for building brands. On 25 July, attendees learned how to use the key digital elements to build your brand online.

1. Building Brands Online: Interactive Video
The New Normal
Nick Higgins

2. TV
Interactive
Pre-Roll
Pre-Roll

3. Source: Cisco, Visual Networking Index Highlight Forecast, 2012
Australian’s Consume A Lot of Video!
% of internet trafficMonthly minutes of Video (Billions)
Australian Consumer Internet Video Traffic

4. Online Video Works
0
0.2
0.4
0.6
0.8
1
ONLINE VIDEO RICH MEDIA SIMPLE FLASH
Source: Dynamic Logic MarketNorms: past 3 years to Q2 2012 - Base sizes: Online video (16^) Rich Media (630) Simple flash (85)
Impact on purchase intent, freq = 1

5. Interactivity
Interactive Video Elements Are Attention-
grabbing, Which Promotes Breakthrough and
Supports Awareness Building Goals
3.0%
1.3%
0.5%
0.8%
2.3%
1.0%
0.4%
0.7%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
ONLINE AD AWARENESS MESSAGE ASSOCIATION BRAND FAVORABILITY PURCHASE INTENT
INTERACTIVE PRE-ROLL
Source: Dynamic Logic’s MarketNorms®, Last 3 Years, Q2/2012; Interactive N= 444 campaigns, n= 432,206 respondents;
Non-interactive N= 309 campaigns, n= 309,935 respondents; Percent Impacted = Exposed - Control
PercentImpacted

6. The Power of TV, the Interactivity of the Web

8. Awareness Engagement Time Earned

9. Guiding Principles Of Successfully
Building Brands Online
1. Acknowledge the power of sight, sound and motion online
2. Now, evolve your digital video experience to engage, excite and reward customers
3. Technology is moving at breakneck speeds - invest time to get to know your partners
4. Brief your partners in detail, and with ample time to respond
5. Know your products - align the appropriate ad formats to your campaign
objectives
6. Ensure success metrics align with your creative brief and ad format selection
(Have the end in mind). You may need to reset your goals

10. Hyundai Veloster
" ! Call to action – animation
" ! Personalization & 360° view
" ! Image Gallery
" ! Video’s
" ! Test Drive
" ! Brochure Request
" ! Dealer locator
" ! Social

11. AUTO Benchmarks

12. Telstra Pre-Paid
" ! Strong call to action
" ! Good balance of information
" ! Brand alignment
" ! Extension of TV and website
" ! Awareness to Action – ‘Switch
now’

13. TELCO Benchmarks

14. Subway
" ! Classic advertising in a new ad
format
" ! Less is more
" ! Awareness – complements
messaging on other mediums

15. QSR Benchmarks

16. The Future Of Television
Oz - The Great and
Powerful

18. iRoll® on Seven Screens

19. Devices

20. Engagement Method

21. Measure the Impact of Video
on Brand KPI’s
Unique solution to serve
Dynamic Logic’s Ad Index Dash Survey
Evaluate campaign performance and
optimize site placements in real-time

22. My Final 2 ¢
" ! Online video is BIG and comes with a lot of exciting opportunity – embrace it!
" ! Video has shown it can be more efficient than other formats on Awareness
and Brand Favorability
" ! Invest time to find preferred partners that suit your business needs
" ! Ensure success metrics align with your creative brief and ad format
selection

23. END

24. Creative Examples
Banana Boat: http://deliver.innovid.com/preview/project/1hkj9o
Hyundai Veloster: http://deliver.innovid.com/preview/project/1hkj5b
Telstra Pre-Paid: http://deliver.innovid.com/preview/project/1hkpg7
Subway: http://deliver.innovid.com/preview/project/1hkokp