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- 1. VIDEO IN THE PALM OF YOUR HAND
- 2. $
- 3. January 2015: 3 billion video plays per day April 2015: 4 billion video plays per day 75% of the views occur on mobile Source: Facebook April 2015
- 4. FACT: We spend more time engaging with our smartphones than any other screen Source: eMarketer 2015
- 5. The average U.S. adult will spend 5 hours and 31 minutes watching video every day this year Digital video will account for 39 minutes on mobile per day Source: eMarketer 2015
- 6. 4.5 inches + drives 44%more video viewing Source: ooyala 2014
- 9. We Are All Broadcasters
- 10. Access to data
- 12. CHALLENGE: CREATE RELEVANT EXPERIENCES
- 13. 3rd Wave of Digital Advertising is Adaptive Mobility
- 14. 1 2 3Location Sensors Context Data is the glue Three Core Components of Adaptive Mobility 0010000100010000101010101010111110000001110101 0010000100010000101010101010111110000001110101
- 15. Make It Relevant
- 16. Make It Fast
- 19. Make It ValuableWearables + Sensors
- 20. Make It Timely
- 22. Make It Visual
- 24. Context
- 26. Make It Valuable
- 28. Best Video Experiences 1. Make it mobile 2. Make it relevant 3. Make it timely 4. Make it manageable
Notas do Editor
- To begin I would like to thank mediapost for the opportunity to present today. There are a lot of great speakers, panelists and familiar faces so it is an honor to be amongst you all.
- Two weeks ago I was out to dinner with my daughter and 4 of her friends at Friday's in preparation for this panel I wanted to understand better what 11 and 12 year old girls are consuming from a video standpoint on their phones bc they are constantly looking at them. Their answer surprised me, we don't watch on our phones for the following reasons: 1) consumers battery 2) no wifi connection 3) costs too much money and I watched Netflix when we were driving to Florida and got in trouble 4) everytime I watch a video or play a game, I constantly get notifications that interrupts the conversation so I need to respond!
- So if people are not watching video why are we here, this is definitely not the case. Video is EXPLODING, last week during Facebook earnings call, they reported video consumption in their platform is staggering 3 billion video plays occurred on the platform in January 2015, this has exploded to 4 billion plays per day in April 2015, and 75% of these plays are occurring on FB mobile.
- Why is video consumption so high on mobile now? because we spend more time looking at the smartphone than any other screen across the day. Average consumer spends 251 minutes looking at their phone per day up from 234 in 2014. desktop was 212 minutes. The shift has happened and As a brand this is the first place consumers interact with you today is most likely in the palm of their hands. Publisher traffic happening on mobile more, this impact time and ad dollars.
- “The average U.S. adult will (somehow) spend 5 hours, 31 minutes watching video every day this year, according to new data from research firm eMarketer. That figure represents both TV viewing (4 hours, 15 minutes) and digital video consumption (1 hours, 16 minutes). 2011: 3 minutes of video on mobile - 2012: 9 minutes of video on mobile, 2013: 21 minutes of video on mobile, 2014: 30 minutes of video on mobile - 2015: :39 minutes of video on mobile
- The average smartphone size has doubled in size since 2007. 2.59 inches. Now 4.86 inches. We should all thank Samsung, lg, htc for all leading the charge to create larger screen sizes and driving apple to do the same. Larger screes equal larger viewing sessions. According to ooyla a video delivery platform they see an 44% increase in video consumption for screens 4.5 and larger. In mobile video, bigger is better.
- Consumer today are mobile first, so start making your experiences for mobile first. If you are not doing that now you need to start. Video is the heart of consumer storytelling so build assets that connect where they spend most of their time. The creation process starts now. As this is the window into them. Looking back at CES 2014, over a hear and half ago, the big announcements were about wifi hotspots in cars, curved TV screens and 4K. Now you turn on the TV and they are talking about wifi hot spots in cars and walk into a best buy and you see curved screens and 4K… so the point is begin now.
- Bc of the proliferation of video consumption you are seeing content partners produce more and more video for mobile first. Facebook and popsugar are deploying pop sugar rush that Will live on Facebook only. This is a new platform and area Facebook is getting into. Today over half of all the video consumed on YouTube is on a smartphone and today's fastest rising video stars do not come from a Hollywood lot, but from a kitchen, living room, or garage in the form of YouTube. This year 5 of the Time’s 30 most influential people on the internet were born and raised on YouTube. If you do not have snapchat on your phone please download it and watch discover as new contend is being created daily for consumers from top brands. Snapchat changed their ad model to drive usage and views within consumer generated stories. Because with mobile video today everybody has turned into a broadcaster on demand.
- You saw the recent press and mass consumer adoption of meerkat and Twitter periscope, this adoption has lead to publishers broadcasting their events that they are involved in, consumer publishing experiences they are participating in, for example this guy did the first "paragliding scope" using periscope and gaining instant scale through Twitter and look at what fast and furious did, they periscoped the red carpet.
- All this video content on mobile is great but it comes at a cost, access to data. People want wifi, they don't want to be capped with data.” we need to start making data access frictionless and affordable.
- Fortunately, the market is moving in that direction. look at what auto is doing they are making their cars wifi hot spots. Aquto is a company we work with that provides consumers with free data when watching our brand videos. And cablevision launched a smartphone that only works over wifi and taps into over. Million wifi hot spots they have established.
- So, to recap: we’ve got mobile consumption exploding, more and more video content being created specifically for mobile, and market factors working to ease some of the current challenges. That’s a good place to be in as you’re planning your marketing budgets for next year. With that, the challenge for brands is: how do we create relevant experiences for our consumers?
- Well today, that is easy as we have passed the first 1 wave of digital marketing was desktop if you look at it as an analogy we start paddling and looking for waves to surf and target. 2 wave was we found those waves and started running mobile banners, began to optimize brand sites and publishers started to look for ways to monetize, we are now at the 3 wave of digital marketing what we call adaptive mobility. We found the wave and we are in the pipeline. The pipeline represents location, sensors and wearables and context. My perfect story is buzz light year for Disney. Where I received a massage on my phone telling me how to go through the obstacle course and shot the most targets. That was my pipeline. Article also had links to video to watch how to win.
- All of the insights that I’m about to talk through can be tied back to one of these three components that are the core to adaptive mobility: location, sensors, and context.
- The first component of adaptive mobility is location. From an advertising perspective how do we make adaptive mobility relevant for our brands and especially for our consumers? Over 50% of mobile web traffic comes from within the household over a wifi connection. Bc of this, video works very well in telling stories and connecting with consumers, you should not be delivering video messages to consumers outside of this unless they are opting into watching your content. On the go is not a place we want our experience interrupted unless people are searching for things. In the store is optimal of consumers are looking for information.
- Make it fast, 86% of consumers sit at home with a smartphone in their hand when they are watching TV, the best thing to happen to tv is mobile, as we turn the channel less and focus on the device. Don’t grab the remote look at the phone. Because of this, make it all fast, everything needs to be speed deliver.
- Outside of the home. Platforms such as sessionm allow us to connect with consumers when they are within a store and provide them with content from brands in terms of how to keep your hair up with the latest styles, once you watch you also receive points that you can redeem in the form of mpoints. In aisle, remember opt in, watch video, generate points.
- even at events, we are encouraging consumers to turn to mobile. This example is a microcosim of what is beginning to happen all around us… turn the down time into screen time as you all know a football game is technically 60 minutes, but the game typically lasts 3 hours with only 11 minutes max of actual action on the field. Levi's stadium enhances this and allows consumer to login to free wifi and surf. Here consumers access videos from the game angles and sponsors. You see the free wifi transcend into retail locations as well providing consumers with more data and endless how to videos.
- Second component of adaptive mobility is Sensors and wearables as they will play a role In the future of video. The ultimate wearable today is your smartphone and the ultimate companion is the smart watch. Together they make the dynamic duo. As adoption of Apple watch and android wear continues many opportunities exist to leverage sensors and location to push notifications to consumers that can trigger video in nature.
- Three weeks ago I was in the grocery store and my android wear triggered an alert on my watch that there was a savings at the stop and shop I was in. I opened my phone and looked at the app where I can save money by learning a brand fact for these chips. I can also watch a video about how to create the perfect quac. I watch the video, save money if I buy the product.
- Sometime video push notifications can be funny and embarrassing. I received this yahoo video push on my watch highlighting that a famous model was doing a flirty q&a. This is quite random, I opened and there was the experience. As publishers and brands alike we need to identify when and wheat we are pushing out.
- Make it visual. With push notifications happening and adoption anticipated to be high. Showcase visuals on the face to drive opt in and views of content.
- Make it experiential, Volvo created an immersive driving experience using video and google cardboard to bring the driving experience to life through video. It was not a :30 ad or a movie, but a fully immersive experience.
- The third component of adaptive mobility is context. Your surroundings come to life and adaptively help you And your customers.
- From a context standpoint make it manageable and entertaining. The geico creative on mobile provides me with two core components of value. 1) time, it says you can't skip this geico ad because it's already done, save 15%. 2) personally find them very entertaining and digestible. Then it launches the CNN shorts on late night. Great content, great creative, manageable from a consumer side.
- A recent forrester report stated that 84% of respondents said that reward ads were an acceptable form of marketing. And boosted all brand attributes, with respondents more likely to describe brands offering rewards as quality, premium or modern. In addition, app users had a higher level of respect for these companies. 77% of smartphone users who watched an ad in exchange for a reward received something that could be used in-app.
- Make it entertaining. Pandora is providing value to consumers by allowing them to watch video ads in return for commercial free hour. This causes a lot of earned media as consumers then talk about it on social.
- Based on these video to dos. They are the way you do video correct where the consumer wins, your site wins and your brand wins. So to recap make it read list. Make it mobile. Make it relevant, make it timely, make it manageable
- I will leave you with this my daughter who I mentioned earlier about mobile video, sat down next to me on the couch when I was watching CNN, and said, CNN they have a TV channel now? They are a channel on snapchat. With comments like this it is imperative you mobilize yourself for the future generation that is growing up way too fast. Thank you.