5 video trends to make or break your holiday campaigns
Post on 09-Jan-2017
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WEBINAR
O C T. 1 5 T H @ 1 2 : 0 0 P M C DT/ 1 : 0 0 P M E DT
TO MAKE OR BREAK YOUR HOLIDAY CAMPAIGNS
THIS SEASON
WEBINAR 5 HOLIDAY VIDEO TRENDS
• CAN’T HEAR?-‐ Dial-‐in Number: 303.248.0285 -‐ Access Code: 9559812
• QUESTIONS?-‐ Use the chat box!
• TWEET WITH US!#5videotrends
• Recording will be sent out to ALL registrants
BEFORE WE GET STARTED…
WEBINAR 5 HOLIDAY VIDEO TRENDS
MEET OUR PRESENTERS
MISHA RANGELDirector of Product Marketing
Invodo
CHRIS INNESSVP of Client Services
SteelHouse
WEBINAR 5 HOLIDAY VIDEO TRENDS
TODAY’S AGENDA• VIDEO & HOLIDAY: Why it is important?
• 5 VIDEO TRENDS1. Social Media 2. AdverWsing 3. Mobile 4. SegmentaWon & PersonalizaWon 5. Shoppable Video
• FINAL Recommendations
WEBINAR 5 HOLIDAY VIDEO TRENDS
WHY IS VIDEO IMPORTANT FOR HOLIDAY
OF SHOPPERS SAY THEY WILL LEAVE
A SITE TO SEEK INFO ELSEWHERE
IF VISUAL CONTENT IS NOT AVAILABLE
OF SHOPPERS WILL ENGAGE WITH
VIDEO CONTENT ON THE PRODUCT PAGE
MORE LIKELY TO BUY
VIDEO VIEWERS ARE
WEBINAR 5 HOLIDAY VIDEO TRENDS
CLOSE-TO-CONVERSION Target users who are most likely to convert
HIGHLY ENGAGED Engage the highly engaged who have not yet added a product to their cart
MID-FUNNEL Target those shopping your category or product pages with dynamic recommendations that display a combination of shopped products and other products in the same category
FOUNDATION Cast a large net with an evergreen retargeting campaign
LOAD UP Beyond paid search, run prospecting campaigns loading up to the holidays so you’re starting with a full conversion funnel.
VIDEO FOR YOUR FUNNEL
WEBINAR 5 HOLIDAY VIDEO TRENDS
HOLIDAY VIDEO VIEWS 2014
BLACK FRIDAYCYBER MONDAY
GREEN MONDAY
DAY AFTER CHRISTMAS
NOV 20DEC 31
Video viewership increased 500% on Black Friday & Cyber Monday from Q3 baseline
WEBINAR 5 HOLIDAY VIDEO TRENDS
SOCIAL STATS• This year, companies will spend around
50% of their budget purely on social
marketing during the holidays
• According to Twitter, videos & photos
get the most retweets
• In 2014, the amount of video from
people & brands in Facebook’s News
Feed increased 3.6x year-over-year.
Data for April 21 - May 21 2015. Source: spike.newswhip.com
VIDEO IMAGE LINK
AVERAGE FACEBOOK SHARES PER POST TYPE
858
210448
WEBINAR 5 HOLIDAY VIDEO TRENDS
RECOMMENDATIONS
• Keep your video content short
• Get to know the brand
• Where do you go from here? Think about what’s next.
WEBINAR 5 HOLIDAY VIDEO TRENDS
AD STATS• Engagement for rich media ads averaged
18.5% — a sharp contrast to 2.14% for
standard business and 1.62% for mobile
• Video display online advertising will increase
by 22.2% in 2015
• 1 in 10 mobile ads delivered in the U.S. are
video
• 52% of marketing professionals worldwide
cite video as the type of content with the
highest ROI
WEBINAR 5 HOLIDAY VIDEO TRENDS
RECOMMENDATIONS• One size fits all strategy doesn’t work. Include
tactics relevant to the specific segment
• HIGH FUNNEL - use general lifestyle videos
that represent the brand
• MID-FUNNEL - Use a combination of lifestyle
videos / product videos / dynamic content
• ABANDONED CART OR CHECKOUT - use
dynamic only or something with strong
urgency or an offer
WEBINAR 5 HOLIDAY VIDEO TRENDS
MOBILE VIDEO VIEWS SURGE DURING THE HOLIDAYS
71%
17% 12% 32%51%
17%
NON-HOLIDAY HOLIDAY
EVEN MORE
MOBILE15%
30%55%
NON-HOLIDAY HOLIDAY
NON-‐MOBILE PHONE TABLET
20152014
WEBINAR 5 HOLIDAY VIDEO TRENDS
IN-APP VIDEO• Mobile in-app campaigns convert 5-10x
higher than the average mobile web rate
• People spend 82% of mobile time in apps
• Choose a solution that allows you to control
the app and the categories where your ads will
appear. And take advantage of holiday themes!
WEBINAR 5 HOLIDAY VIDEO TRENDS
RECOMMENDATIONS• Watch out for ad blocking!
• Make sure you’re creating a good user
experience (because that’s what mobile is all
about)
• Many brands forget about segmentation on
mobile - Segment behavior!
WEBINAR 5 HOLIDAY VIDEO TRENDS
SEGMENTATION STATS• 87% of marketers invest in mobile, but only
11% use segmentation in their campaigns.
• Segmentation raises conversion rates by 132%
• 19% of marketers are beginning to use CRM
data along with their 1st party segmentation
data
• Segmenting audiences with relevant video can
lift conversion rates by 39%
WEBINAR 5 HOLIDAY VIDEO TRENDS
RECOMMENDATIONS• Begin by segmenting your audience based on
your site navigation (major categories, major
products)
• Expand segments to represent user
BEHAVIOR
• Use brand videos for high funnel segments,
use product videos for users engaging with a
specific product
• Test everything!
WEBINAR 5 HOLIDAY VIDEO TRENDS
WHAT’S IN IT FOR YOU?• It’s engaging — and 86% of buyers
want interactive or visual content
• Active vs. Passive
• Engaging & entertaining
• Provides a direct path from
top-of-funnel contact to the PDP
WEBINAR 5 HOLIDAY VIDEO TRENDS
• MAJOR opportunities in social media,
especially in terms of sharing and reaching a
larger audience
• Much higher engagement for ads with video
• Rapid mobile growth
• Segmentation effective, but underutilized
• Shoppable video offers unique ways to
engage customers
RECAP
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