October 19, 2015

5 Key Lessons From IAB’s Training Series #4 -  How Innovation and Creative Video Content Combines to Offer the Ultimate Brand Impact

It was a full house at the IAB Training Series at Google Singapore offices last Thursday. The presentations, followed by interactive round table discussions, allowed industry leaders to get up close and personal to talk about the digital advertising industry’s most pressing issues.

There was no lack of talent in the room, and a huge array of ideas, thoughts and opinions shared over five hours. We have plucked out the most memorable key points from the engaging seminar:

Lesson 1: Make technology work for your creativity, not the other way around

Kicking off the day-long training session was Nitin Gajria, Head of Brand Solutions for You Tube at Google SEA and India. Nitin opened up with a couple tear-jerking, heart warming, and knee slapping videos to illustrate how to use technology to evoke an emotion and make people live the brand.

“The people who make the big changes, the big leaps, are the ones who actually disparage the technology – they say, ‘I don’t care about that; I want to do this…’. Suddenly the technology goes, ‘Hmmm, okay, I’ll find a way of doing it’,” said Nitin.

He gave a couple golden rules paired with select videos to emphasise his points:

1.    Let people live the story – Living with lag

2.    Don’t just acknowledge the problem, solve it – Pay per laugh

3.    Eliminate barriers, don’t create them – Look at me

4.    Make your point brilliantly – Out to Sea

5.    Use technology not just for efficiency.  But to evoke and emotion – self destructing book

Lesson 2: Anti-ad blockers are on their way

Nick Chuah, Business Director of online video tech company, Ooyala, covered the emerging trends and topics in digital video content.

The hottest topic of course was adblocking, the trend that’s costing the industry billions of dollars.

Nick used this segment to speak about Unblock, Ooyala’s new plugin for the European market, which goes through a proxy and releases the blocked ad. The smart software cuts across the ad servers to prevent third-party ad blocking.

“One client had been experiencing 41% growth in adblocking globally year-on-year. We released $1 million of strong revenue back to our client,” explained Nick.

The plugin has many other features that advance sequence for storytelling, audience targetting for ad personalisation and rich customisation capabilities. You can find out more on their press release. The plugin is available to all joint Ooyala video customers.

Lesson 3: Popular conceptions of video marketing are probably wrong

According to analytics by Unruly and Facebook, total video views in South East Asia have risen, but the sharing rate is declining.

The internet is saturated with content, so Greg Fournier, director of strategic partnerships at video at tech company Unruly, and Amit Chaubey, head of marketing science at Facebook, busted some myths about effective content.

Myth #1 – Short videos can create brand impact: Sometimes less is more. Videos as short as six seconds can be successful – just look at Vines. With 44 million registered users, one to two million Vines published on Twitter, and five Vine videos shared every second, the quick clips have proven to be wildy successful for content marketing.

Myth #2 – Screen size doesn’t matter: People actually responded more positively to content on their smartphones. According to a study by Unruly, users are 24.2% more likely to share a video on a mobile device and 22.2% more likely to click through to a company website than those who saw the same video through desktop PCs.

Myth #3 – Branding doesn’t hinder sharing: There’s a belief that people won’t share a video that has too much branding in it, but it’s not true. Greg and Amit show that it’s not the level of branding that matters, it’s the way the brand presents itself in the video. In fact, slapping the logo at the end of a video is a waste of budget to not mention your brand enough in a viral video.

Lesson 4: Get the most out of your video campaign by using audience data

Jessie DeLuca from Eyeota and Evona Tan from Tubemogul convinced us that audience data gives the ultimate audience impact. You use data for display advertising, so why not video marketing? Audience data is simply data points collected from individual browsers tracking real people doing real things on the internet.

Jessie on using the right data for the right strategy: “Using the right metrics is really important, a big struggle with the market here is everyone is applying the same metric to every single strategy, but they’re very different strategies. For example using CTR across all of them, its hard when we are talking about spend and strategies that are more of an upper funnel, it’s about finding the right users, and then working those users down your user engagement on the path to conversion.”

With the right data, consumers feel like a brand is “speaking” to them and the brand does not waste ad dollars on irrelevant  consumers. In a case study on audience data results for teclo technology in Indonesia, behavioural targetting outperfomed contextual targetting in all key metrics. Not only that, the behavioural targetting achieved scale and brand impact.  

Lesson 5: The cookie is not obsolete

The panel discussion focused on the impact of technology on intelligent video buying, specifically in cross-device formats. Among the great discussions, moderator Kevin Smyth, Programmatic Sales Director at Tremor video, posed the question, are cookies obsolete?

In short, no.

Jonathan Mackenzie, Head of Programmatic, Accuen explained: “It’s the platform that’s gonna drive the change, the more traffic that goes mobile, the less cookies there are to make sense of your audience. It is going to change as the traffic shifts to mobile. A lot of all this stuff is built on cookie-based systems, it’s gonna stay like that for a couple of years.”

Yiorgos Hadjiandrea, Head of Agency at DoubleClick at Google added: “Cookies are never gonna fully die. Websites exists, consumption is going to happen on desktop and mobile web, but you also need these device identifiers, whether they are going to be deterministic or probabilistic methodologies.”

Ultimately, Yiorgos found the combination of these different methodologies are going to let you get closer to a user. This level of insight into your audience allows you to become a better marketer, and that’s ultimately what it comes down to.

Bonus Lesson: Context is king

Going full circle, Rohan Kamra, the Regional Digital Media Manager of AJP Intel brought the audience back to how creativity and technology can merge to order to really stir engagement. Boost that with a contextual media, then you appeal to Generation Y.

Rohan showed the Sheldon Cooper (Big Bang Theory) Intel campaign, which demonstrated the importance of a compelling story for creating engaging content.

Sometimes you don’t have to make your own story, the campaign manages to weave in relevant pop culture with its own brand story. Sheldon the brainiac – both on and off screen – is known for being one of the smartest geeks to ever make television history, so it’s fitting that he represents Intel.

Then there is the context of platform, the longer form commercials fared well on YouTube, but the tech company also makes beautiful short videos on their instagram page which has an impressive 194K followers. Intel Indonesia has 11.5K alone! Pretty impressive social skills for a company that makes microprocessors.

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