In this talk, first performed at BrightonSEO 2019, Phil breaks down the problems with the way most big brands are approaching video advertising and offers some advice for how small businesses can gain a competitive advantage by being more strategic in their measurement, their processes and their creative direction.
10. “We want consumers to know that we’re faster,
better and cheaper than everyone else”
CLIENT MARKETING DIRECTOR
“How about we do a thing where dogs play chess?”
AGENCY CREATIVE DIRECTOR
“Perfect. Our Budget is £1M.”
CLIENT MARKETING DIRECTOR
11. • Fluffiest Dogs
• Most Attractive Actors
• Professional Crew
• Best Cameras
• Grading
• Custom Musical Score
Arbitrary Budget Allocation
• Every Available Channel
• Every Available Targeting
• Every Available Format
• Creative agency
do this for free as
part of pitch
12. The implicit aim is to get the
best looking video in front of as
many people as possible
23. Implicitly assuming is that an improvement
in these represents an improvement in brand
awareness & affinity
24. “We saw a +35% increase in brand
amplification rate”
MEDIA AGENCY ACCOUNT DIRECTOR
“This campaign had 14 more shares
than the one we did last year”
TRANSLATION
57. Sequential Advertising Enables Episodic Storytelling
Everyone is served
video 1
If you watch video 1,
you get video 2
If you watch video 2,
you get video 3
59. Custom Audiences & Targeting Groups
• Watched >75% of other video
• Looks like existing Page Likes
• Looks like existing customers
• Custom intent based on high performing non-brand PPC