Trends in Video + Social

• bio metrics can measure ppl’s interest during TV watching; during the US VP debate Repubs were all doing fine until the ‘moment’ (Biden said to Ryan “what, so you’re Jack Kennedy now?”) – the bubble popped, and the debate changed thereafter – yet the media did not pick up this; we can measure this in real time
• cross platform devices makes for more complex world; in fact all ads create near same responses on any device, so the device does not make a difference (discovered 10 years ago in Perth)
• day after recall is low ~ if TV only there is 60% recall, but with 2nd screen this plummets (less than 10%) ~ becos the 2nd screen becomes the 1st
• = huge problem; the solution is build a “cognitive bridge” – have same ad banners/creative on TV and 2nd screen and then recall crosses over; have synchronised virtual banners
• research shows ppl like to choose, choice enhances impact of ads; but not a forced choice. If you get the choice wrong, impact implodes
• the longer the exposure, the higher the impact; it’s about time, not views
• interactivity is good, it can triple purchasing intent; interactivity stimulates anticipation, but the ad that follows then gets v little attention (you don’t want to follow one of these ads)
• but don’t over try at interaction; some demographics don’t like it, so scale it back; you can ruin the story, and in the end it’s the storytelling that works best
• interactive gaming meant the actors looked unbelievable as they had no motivation; but if you keep the same ending/beginning, this can solve the issue

• by 2017 it will take 5mn years to consume all the video that will traverse the internet in a month
• 70% of all net traffic will be video; 1bn YT users, 100 hrs of video uploaded a minute. You cannot watch it all
• G+ is not a social netwk (altho it’s the 2nd largest) it’s an integration of all G does
• Gen X are on the way out, the Millennials (born after 1980) will dominate content creation and consumption
• 1994 Banner ads had 78% CTR (click through rate), now it’s 0.2%
• FB has now brought video into streaming news
• Likes less important, sharing and engagement is the currency
• FB side banners less important, integrated sponsorship and updates more useful
• Sponsored content ~ communications, not selling; ppl shun ads, ppl want to consume content: self publishing, ongoing process
• digital mkting = no story, just selling
• spon’d content = evolving, growing fast, real time mkting,
• 30% Milennials in US watch NO TV at all, but hours and hours of online video every day
• Disney bought Maker Studios for almost $1bn ~ collaborate with 60k content providers, multi channel network, monetise most of YT traffic, 250m users/mth
• eg Pewdiepie videos: Swedish game maker, 25mn subscribers – https://www.youtube.com/user/PewDiePie You may not like it, but it’s probably not for you, the traffic is immense (40mn views/video)
• So ~ set 3 do’s and 2 don’ts and empower your 20-somethings; let them loose
• don’t use YT as a catch up or video dump; use 1/10th of your TV ad budget to create 30 videos with engaging content
• humour is overdone, go for emotion
• destination is irrelevant for users, they just want the content
• partner with creators, become a multi channel network; create huge amounts of findable content
• on spon’d content, spend <30% talking about your own brand, >70% talking about something else
• create ebooks (HubSpot do this best, and drive consulting off it), video, blogs
• “if all research was right, then 9 out of 10 shows would not fail!”
• “Crowdspeaking”: e.g. Thunderclap ~ look at it, Obama used it; allows your message to go out FROM ppl’s social networks, simultaneously. How powerful is that?! ~ https://www.thunderclap.it/en
• Troye Sivan, Australian, 18 years old, 1.8mn susbcribers: https://www.youtube.com/watch?v=HL8Qfz0voqk 909k views in a week

• everyone hates advertising!
• FB comicon ad, used real ppl, humour, and FB show how groups/gregarious we are
• P+G used emotion (far stronger) & story telling to tie their brand to Mums to the Olympics: https://www.youtube.com/watch?v=hyiLPj94BBQ
• “do the hardwork to make it easy”
• social “are” networks, social has splintered
• mobile is the interface, mobile is a multiplier
• this is what computers were meant to be, always on, everywhere, in your pocket: not just on every desk, for everyone. This is now a reality

• recontextualise archive content – thru cut downs, cut ups, supercuts and dubtitling …
• cut downs ~ present the narrative but snack size
• cut ups ~ all the ‘D’Ohs’ from Homer Simpson in one reel,
• or Nick Bertke (from Perth!) 9 min views of Snow White: https://www.youtube.com/watch?v=qs1bG6BIYlo his channel >https://www.youtube.com/user/Fagottron
• supercut ~ muti referential from many sources; e.g. “Too Doo” Pink Panther theme:
• use The Internet Archive, it’s free, Rick Prelinger: https://archive.org/details/prelinger
• dubtitling ~ adding new titles to existing footage, Bonnie Tyler song, Downfall clips

• most successful YT channels are earning $100ks maybe, but rest are earning v little
• yet, they get bought by big media for multi-millions
• video on demand (VOD) is working, e.g. tonton.com.my with 1m viewers a day; catch up TV in Malaysia
• iphone is a studio in your pocket
• algorithms and editorial work, but not without editorial; you can’t just be purely data driven
• big dollars are in editorial and algorithms
• native ads (sponsored content) is a big deal
• read Luke O’Neill “The Year we broke the Internet”, Esquire; http://www.esquire.com/blogs/news/we-broke-the-internet
• understand recommendation engines, it drives traffic
• Read “Year Zero” novel by Rob Reid (2012) ~ was Bill Gates an alien to hold back progress in computers?! http://www.amazon.com/Year-Zero-Novel-Rob-Reid/dp/0345534514
• Talk is cheap, content is expensive!

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