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2 EXECUTIVE SUMMARY The proliferation
of video outlets in 2016 has created an even more cluttered environment for marketers to reach their desired consumers. As we anticipate these opportunities growing even more widespread in 2017, BBDO has authored a recap of learnings for breakthrough video tactics and research centered around four key categories: 1. How to use video to make a true splash in culture 2. How to optimize video for the social feed 3. How to build video for YouTube Trueview 4. How to build effective Snapchat lenses
3 THERE’S MORE TO ONLINE
VIDEO THAN JUST PRE-ROLL WE SET OUT TO BREAK THROUGH THE CLUTTER WITH BREAKTHROUG H ONLINE VIDEO TACTICS WE SET OUT TO DEVELOP KEY LEARNINGS TO INCREASE ONLINE VIDEO EFFECTIVENESS WE SET OUT TO UNDERSTAND WHERE THE ONLINE VIDEO OPPORTUNITIES ARE TODAY
5 JOHN OSBORN CEO, BBDO
New York “BBDO has always been recognized for creative excellence and storytelling. As the video landscape continues to grow and evolve, we have made a commitment to exert that creative excellence across all video formats and channel touchpoints.”
6 IN 2016, WE DOUBLED
DOWN ON VIDEO, CREATING MORE CONTENT THAN EVER BEFORE. OVER 4,500 VIDEO ASSETS WERE CREATED. *4,500 video assets produced by BBDO New York
People love when brands “wow”
them. Consumer expectation for brand innovation has increased 33% in the last year. BUZZWORTHY VIDEO CONTENT We’re seeing an increasing interest in emotional, longer form content from brands. In fact, the top 10 YouTube ads of 2015 were over approximately 2 minutes long.
INNOVATIVE USES OF TECH DRIVE
FAME Identifying platform and user insights can help uncover new ways of activating across different channels. INSIGHT: People watch Facebook video without sound. INNOVATION: Snickers hid “sounds of hunger” in their content. INSIGHT: People tap through content fast on Snapchat. INNOVATION: Lowe’s used the tapping technology to empower DIYers to take on new projects. INSIGHT: People tap back & forth between content on Instagram Stories. INNOVATION: Bacardi turned users into DJs by turning the frames of their story into turntables. Snickers Hungry Singers Lowe’s In a Snap Bacardi Instant DJ
LONG FORM STORYTELLING Long form
video formats give brands a great canvas for telling emotional stories that often stand out amongst other advertisements. Ranked on Adweek 10 Best Ads of 2016 Ranked on Google/Webbys Best Ads of the Year
90 million people in the
US alone are now watching video on Facebook 90% of Facebook users are watching video on their mobile devices Only 16% of brands are optimizing for the mobile newsfeed 65% of viewers decide if they’re going to watch a piece of video content in the first 3 seconds *Source: Facebook Internal Data; BBDO Internal Data, 2016 THE MOBILE NEWSFEED
Updated animated title card to
grab viewer's attention and introduce “life happens in 5” messaging Added supers to contextualize “will he dare?” narrative Cut down the film length, maximizing action and focusing on countdown to engage viewer Resized to square to increase visibility in feed environment 1 2 4 5 Lightened footage for better comprehension in feed environment 3
23 No Sound Autoplay Crop
for Mobile Cut the video to 1:1 to maximize mobile real estate Focus on Key Characters Give the narrative a clear focus Use Oversized Text Utilize big supers to maximize impact Newsfeed Environment Use Title Cards Contextualize the story upfront Integrate Supers Use copy as part of the narrative Show Product / Branding in Situ Show the product / brand in use Consider Carousel Utilize multiple frames and associated copy to tell a VO heavy story Use a Compelling Opening Frame Prioritize the most eye catching frame upfront Don’t bury the leading content Don’t wait until the end for reveals Leverage Brand Iconography Include branding elements other than the logo Provide reason to watch Outline the key benefit for watching Simplify key messages Tell the absolute simplest version of the story Shorten the Duration Tell the absolute shortest version of the story Quick Cuts Increase the pace of the story where possible Start with a Question Create personal relevancy with the viewer Vertical Viewing Specific creative elements can be tweaked to significantly increase view through rate and impact: WHAT WE LEARNED
28 Previous research from Google
showed that certain creative elements can be tweaked to impact view through rate and recall.* WE USED EXISTING RESEARCH TO IMPACT THE WORK *Source: Google Research, 2015, BBDO & YouTube working to solidify these creative guidelines in 2017 Branding in first 5 seconds Audio brand mention Branding in-situ (on product or in background) Music not used in first 5 seconds Utilize animation and text Include calls to action
1ST PLACE 2ND PLACE 3RD
PLACE WE CREATED 10 DIFFERENT VIDEOS We leveraged Google’s existing research to create 10 different creative expressions of the same idea. The top three were measured by most impact on VTR and Branded Recall.
THE MOST EFFECTIVE ELEMENTS IN
THE TEST *Source: Google + BBDO Research, 2015 Included branding in first 5 seconds Included an audio brand mention Did not include a logo slaps (seen in-situ) Did not include music in first 5 seconds Utilized animation and text Included calls to action 1ST PLACE 2ND PLACE 3RD PLACE
*Source: Snapchat Internal Data In
2016, Snapchatters watched over 10 billion videos per day. Sponsored lenses allow users to manipulate their face and/or environment in some way. Users are spending upwards of 20 seconds with them. Lenses provide brands with a true unprecedented video opportunity for engagement. SNAPCHAT BRANDED LENSES
DIFFERENT APPROACHES FOR DIFFERENT LENSES
Various creative approaches helped expose the elements that lead to a successful execution: Face Alteration: Significantly manipulated the user’s face Aligned to Larger Campaign: Supported other consumer facing communications Time Relevant: Live on Halloween Innovative Use of Tech: First to flip head upside down Altered User’s Environment: Changed the surroundings in addition to the face Altered Voice: Changed the voice of the user
35 Leverage Interactive Features Voice
changers & “Try With a Friend” increases usage State Features Clearly Ensure viewers know what features are included in the lens with clear copy Focus on The Face Concept ideas that alter someone’s face rather than their environment Lengthen Animation Maximize time spent with the filter by taking advantage of the full 10 second animation Relevant Date Strategize a date that makes sense for the lens concept to increase usage Brand Authenticity Ensure the concept aligns to the brand and doesn’t feel like a force-fit Include Interactivity Optimize for Time Spent Context is Key WHAT WE LEARNED
37 First few seconds Design
the leading content to draw in the viewer across feed-based environments like Facebook and opt-in environments like YouTube TrueView Don’t sit on Snapchat Leverage their new advertising offerings while consumers are still highly receptive to them Do something different Think about how to use popular platforms in a way that no one has before. CONSIDERATIONS FOR 2017
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