Core differences - social and traditional video Length The length of social videos are normally not the set 15 or 30 secs as seen in traditional online video. Metric Sharing and an emotional response to social videos compared with standard completions and views Purpose built Effective social videos are purpose built for the environment they are to be served on Targeting Increased targeting abilities through social videos - logged in users Star Social video is the main content, rather than before or after Interactivity Option for user initiated/interactive content
Key emerging formats Twitter Instagram Other Periscope App + First View (US -Global in a few months) Video length increased from 15 - 60sec VAST 4.0HTML5 VPAIDYouTube interactive
Operational Challenges - Programmatic Not bidding against yourself - targeting Black and white lists Data discrepancies/differences. Metrics that matter to each source.
Profile - Star Wars viewers Gender Male, aged between 17- 44. Generation X 17% of fans are aged between 34-44. Both male and female. Family Man A high percentage of these males have children who will also attend the movie with their father. Interests Watchs science/science fiction, history and horror TV shows. Data from Nielsen and Quantcast
Targeting Mix Contextual RON of Disney sitesABC FOX SPORTGuardianGaming Sites Audience Star WarsForce AwakensSkywalker Science fiction Keywords Male age 17 – 44 Watch science/science fiction, history and horror TV showsP18-44 with Kids over 6 Higher bidding rate of Gen X As the campaign progresses we will continue to optimise the site, keyword and audience targeting to the best performing sections.
Opportunities in the role Client Facing Take advantage of my skill setReach my full potential as a managerPositive step in direction for my career Unruly Company IAB Start-upLearning experiences and developing my expertiseSteeper learning and development curveGlobal Company Front line on digital developmentsWorking groups Skills Soft skills, managerial when coordinating teams and individualsTechnical skills, programmatic space
Questions & Challenges Question One Question Two Question Three Why are there discrepancies (in data)? Why can’t you get this live now/10 mins/ tomorrow? Why is my ad/creative showing in the wrong context? Challenge One Challenge Two Managing client expectations Geographical and time-based communication issues – dealing with clients in other countries/time-zones/markets
Timeline Story Clients, Company, and Relationships Satisfaction, Success, Development, and Skilled Ideas, Revenue, Relationships and Satisfaction 30 days 60 days Long term