A recap of learnings for the future of video

1. FEBRUARY 2017
VIDEO REWIND REPORT:
A RECAP OF LEARNINGS FOR THE FUTURE OF VIDEO

2. 2
EXECUTIVE SUMMARY
The proliferation of video outlets in 2016 has created an even more cluttered environment
for marketers to reach their desired consumers. As we anticipate these opportunities
growing even more widespread in 2017, BBDO has authored a recap of learnings for
breakthrough video tactics and research centered around four key categories:
1. How to use video to make a true splash in culture
2. How to optimize video for the social feed
3. How to build video for YouTube Trueview
4. How to build effective Snapchat lenses

3. 3
THERE’S MORE TO ONLINE VIDEO
THAN JUST PRE-ROLL
WE SET OUT TO
BREAK
THROUGH THE
CLUTTER WITH
BREAKTHROUG
H ONLINE VIDEO
TACTICS
WE SET OUT TO
DEVELOP KEY
LEARNINGS TO
INCREASE
ONLINE VIDEO
EFFECTIVENESS
WE SET OUT TO
UNDERSTAND
WHERE THE
ONLINE VIDEO
OPPORTUNITIES
ARE TODAY

4. TV
AddressableSNAPCHAT
Lenses, Video Ads
YOUTUBE
Bumpers
PINTEREST
Video Pins
FACEBOOK
360, Live, Canvas
INSTAGRAM
Stories, Live
VIDEO OPPORTUNITIES
EXPLODED
IN 2016

5. 5
JOHN OSBORN
CEO, BBDO New York
“BBDO has always been recognized for creative excellence
and storytelling. As the video landscape continues to grow
and evolve, we have made a commitment to exert that
creative excellence across all video formats and channel
touchpoints.”

6. 6
IN 2016, WE DOUBLED DOWN ON VIDEO, CREATING
MORE CONTENT THAN EVER BEFORE.
OVER 4,500 VIDEO ASSETS WERE CREATED.
*4,500 video assets produced by BBDO New York

7. SO,
WHAT DID WE LEARN?

8. 8
CULTURAL SPLASH

9. People love when brands “wow” them. Consumer expectation for brand innovation
has increased 33% in the last year.
BUZZWORTHY VIDEO CONTENT
We’re seeing an increasing interest in emotional, longer form content from brands.
In fact, the top 10 YouTube ads of 2015 were over approximately 2 minutes long.

10. OUR TARGET:
PROVE THE
IMPORTANCE OF
BRAND BUILDING
TACTICS

11. INNOVATIVE USES OF TECH DRIVE FAME
Identifying platform and user insights can help uncover new ways of activating across different channels.
INSIGHT: People watch Facebook video without sound.
INNOVATION: Snickers hid “sounds of hunger” in their
content.
INSIGHT: People tap through content fast on Snapchat.
INNOVATION: Lowe’s used the tapping technology to
empower DIYers to take on new projects.
INSIGHT: People tap back & forth between content on Instagram Stories.
INNOVATION: Bacardi turned users into DJs by turning the frames of
their story into turntables.
Snickers Hungry Singers Lowe’s In a Snap Bacardi Instant DJ

12. LONG FORM STORYTELLING
Long form video formats give brands a great canvas for telling emotional stories that often
stand out amongst other advertisements.
Ranked on
Adweek 10 Best Ads of 2016
Ranked on
Google/Webbys Best Ads of the Year

13. LONG FORM STORYTELLING
EVAN
Sandy Hook Promise

14. LONG FORM STORYTELLING
IT CAN WAIT
AT&T

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WE FOCUSED ON 4 KEY AREAS
OPTIMIZING VIDEO FOR
THE SOCIAL FEED
SKIPPING THE TRUEVIEW
SKIP BUTTON
BUILDING EFFECTIVE
SNAPCHAT LENSES
MAKING A SPLASH
IN CULTURE

16. 16
OPTIMIZING VIDEO FOR THE
SOCIAL NEWSFEED

17. 90 million people in the US alone are now watching video on Facebook
90% of Facebook users are watching video on their mobile devices
Only 16% of brands are optimizing for the mobile newsfeed
65% of viewers decide if they’re going to watch a piece of video content
in the first 3 seconds
*Source: Facebook Internal Data; BBDO Internal Data, 2016
THE MOBILE NEWSFEED

18. OUR TARGET:
EVALUATE HOW TO
BREAKTHROUGH
IN THE FEED

19. A/B TESTED ORIGINAL TV WORK VS.
CONTENT DEVELOPED FOR THE FEED

20. ORIGINAL TV EDIT

21. EDIT OPTIMIZED FOR MOBILE

22. Updated animated title card
to grab viewer's attention and
introduce “life happens in 5”
messaging
Added supers to
contextualize “will he dare?”
narrative
Cut down the film length,
maximizing action and focusing
on countdown to engage viewer
Resized to square to increase
visibility in feed environment
1
2
4
5
Lightened footage for better
comprehension in feed
environment
3

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No Sound Autoplay
Crop for Mobile
Cut the video to 1:1
to maximize mobile
real estate
Focus on Key
Characters
Give the narrative a
clear focus
Use Oversized Text
Utilize big supers to
maximize impact
Newsfeed
Environment
Use Title Cards
Contextualize the
story upfront
Integrate Supers
Use copy as part of
the narrative
Show Product /
Branding in Situ
Show the product /
brand in use
Consider Carousel
Utilize multiple frames
and associated copy
to tell a VO heavy
story
Use a Compelling
Opening Frame
Prioritize the most eye
catching frame upfront
Don’t bury the leading
content
Don’t wait until the end
for reveals
Leverage Brand
Iconography
Include branding
elements other than
the logo
Provide reason to watch
Outline the key benefit for
watching
Simplify key messages
Tell the absolute simplest
version of the story
Shorten the Duration
Tell the absolute shortest
version of the story
Quick Cuts
Increase the pace of the
story where possible
Start with a Question
Create personal relevancy
with the viewer
Vertical
Viewing
Specific creative elements can be tweaked to significantly increase view through rate and impact:
WHAT WE LEARNED

24. MONTH 00 2016 24

25. 25
SKIPPING THE SKIP

26. *Source: YouTube Trueview Playbook
Pre-roll on YouTube that can be skipped after 5 seconds.
People who choose to watch an ad are 75% more
engaged than those who are forced to do so.
YOUTUBE TRUEVIEW

27. OUR TARGET:
EVALUATE HOW TO
MAKE UNSKIPPABLE
YOUTUBE ADS

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Previous research from Google showed that certain creative elements can be
tweaked to impact view through rate and recall.*
WE USED EXISTING RESEARCH TO IMPACT THE WORK
*Source: Google Research, 2015, BBDO & YouTube working to solidify these creative guidelines in 2017
Branding in first 5 seconds
Audio brand mention
Branding in-situ (on product or in background)
Music not used in first 5 seconds
Utilize animation and text
Include calls to action

29. 1ST
PLACE
2ND
PLACE
3RD
PLACE
WE CREATED 10 DIFFERENT VIDEOS
We leveraged Google’s existing research to create 10 different creative expressions of the
same idea. The top three were measured by most impact on VTR and Branded Recall.

30. THE MOST EFFECTIVE ELEMENTS IN THE TEST
*Source: Google + BBDO Research, 2015
Included branding in first 5 seconds
Included an audio brand mention
Did not include a logo slaps (seen in-situ)
Did not include music in first 5 seconds
Utilized animation and text
Included calls to action
1ST
PLACE
2ND
PLACE
3RD
PLACE

31. 31
FOCUSING IN ON LENSES

32. *Source: Snapchat Internal Data
In 2016, Snapchatters watched over 10 billion videos per day.
Sponsored lenses allow users to manipulate their face and/or environment in some
way. Users are spending upwards of 20 seconds with them.
Lenses provide brands with a true unprecedented video opportunity for engagement.
SNAPCHAT BRANDED LENSES

33. OUR TARGET:
EVALUATE HOW TO
INCREASE USAGE OF
SNAPCHAT LENSES

34. DIFFERENT APPROACHES FOR DIFFERENT LENSES
Various creative approaches helped expose the elements
that lead to a successful execution:
Face Alteration:
Significantly
manipulated the
user’s face
Aligned to Larger
Campaign:
Supported other
consumer facing
communications
Time Relevant:
Live on Halloween
Innovative Use of
Tech:
First to flip head upside
down
Altered User’s
Environment:
Changed the
surroundings in addition
to the face
Altered Voice:
Changed the voice of the
user

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Leverage Interactive Features
Voice changers & “Try With a
Friend” increases usage
State Features Clearly
Ensure viewers know what
features are included in the lens
with clear copy
Focus on The Face
Concept ideas that alter
someone’s face rather than
their environment
Lengthen Animation
Maximize time spent with the
filter by taking advantage of
the full 10 second animation
Relevant Date
Strategize a date that makes
sense for the lens concept to
increase usage
Brand Authenticity
Ensure the concept aligns to
the brand and doesn’t feel like
a force-fit
Include
Interactivity
Optimize for
Time Spent
Context
is Key
WHAT WE LEARNED

36. MONTH 00 2016
36
36
FAST FORWARD:
VIDEO PRACTICES TO
CONSIDER FOR 2017

37. 37
First few seconds
Design the leading content to draw in the viewer across feed-based
environments like Facebook and opt-in environments like YouTube TrueView
Don’t sit on Snapchat
Leverage their new advertising offerings while consumers are still highly
receptive to them
Do something different
Think about how to use popular platforms in a way that no one has before.
CONSIDERATIONS FOR 2017