5 Video Trends to Make or Break Your Holiday Campaigns

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…


MEET OUR PRESENTERS

MISHA RANGELDirector of Product Marketing

Invodo

CHRIS INNESSVP of Client Services

SteelHouse


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


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


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


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


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


EXAMPLE: VERA BRADLEY


RECOMMENDATIONS

• Keep your video content short

• Get to know the brand

• Where do you go from here? Think about what’s next.


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


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


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


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!


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!


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%


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!


FIRST - AN EXAMPLE


EXAMPLE: ACADEMY KAYAKS


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

http://www.demandgenreport.com/industry-topics/content-strategies/2746-b2b-content-preferences-survey-buyers-want-short-visual-mobile-optimized-content.html#.VLfxHy7F_Cc


• 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

5 Video Trends to Make or Break Your Holiday Campaigns

Marketing

Transcript of 5 Video Trends to Make or Break Your Holiday Campaigns