Phil Nottingham looks at the problems around video ROI and proposed a framework for better video measurement and strategy.
This talk was originally delivered at the Growth Marketing Conference in San Francisco, 12th December 2018
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Realizing a Return on
Your Video Investment
Phil Nottingham12th December 2018
Growth Marketing Conference
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@philnottingham
6. B2C teams approach online video as if it’s TV
Creative agency
develops
compelling
campaign idea
Judge success
according to
reach and brand
recall
Media planners
distribute
content to
maximise reach
1 32
12. What we think we’re solving for
What we’re really solving for
What we should be measuring
Brand awareness
Page loads on social media
Genuine engagement
14. B2B teams only invest when there’s guaranteed return
Create one or two
videos with a small
budget
Invest further if
ROI positive
Calculate ROI
1 3 2
17. What we think we’re solving for
What we’re really solving for
What we should be measuring
Efficiency and efficacy of spend
Conversions
Meaningful interactions
18. B2C
• Determination to compare
online video investment to
TV
• Metrics under report on
value by being too far
removed from bottom line
Flaws in video measurement
B2B
• Determination to tie dollar
amount to creative in
advance of investment
• Metrics under report on
value by being too focused
on bottom line
19. 2. Work out what to create1. Measure the right things 3. Distribute and optimise
How to win in a video-based world
26. 2. Work out what to create1. Measure the right things 3. Distribute and optimise
How to win in a video-based world
Define a minimum viable
conversion for each video
relative to the goal and platform
Measure overall impact in terms
of content consumption
29. Platform First
1. Work out where your target
audience are active
2. Choose the platforms to focus on
30. Purpose
Goal
Audience
Platform
Subject
Theme
Format
Hook
Distribution
MVC
KPI
Why you exist? (Cultural Tension + Best Self)
What are you trying to achieve?
Who are you trying to reach?
Where can you reach them?
What can you meaningfully talk about?
What is the one thing this shows?
What sort of content will you create?
Why will anyone care?
How can you amplify the content to your target audience?
What’s the smallest measurable engagement at each stage?
What’s a good proxy to measure the MVC?
Goal Driven Content Strategy Framework
CampaignContent
31. Platform Qualification Questions
• Is your target audience there, engaging with
content relevant to your offering?
• Can you communicate meaningfully in the
prescribed media format?
32. Platform First
1. Work out where your target
audience are active
2. Choose the platforms to focus on
3. Create content for the platform
48. Platform First
1. Work out where your target
audience are active
2. Choose the platforms to focus on
3. Create content for the platform
4. Drive towards deep engagement
on owned platforms
49. Avoid digital sharecropping by building
a platform of your own, rather than just
relying on social media for distribution
50.
51. TV Market in 2010
• Have to be on big media platforms
to get viewers.
• Recommendations happening via
word of mouth, in silos.
• User experience littered with ads.
TV Market in 2018
• Can get eyeballs via any platform
• Providers act as a recommendations
engine
• User experience optimised for
consumption
56. If you own the distribution
channel, you own the audience
57. How to become the
Netflix of your industry
1. Provide a better viewing experience than the social media
platforms
2. Create original, TV quality content
58.
59.
60.
61.
62. Use social media to market, not
just redistribute original series
content
63.
64. 2. Work out what to create1. Measure the right things 3. Distribute and optimise
How to win in a video-based world
Define a minimum viable
conversion for each video
relative to the goal and platform
Measure overall impact in terms
of content consumption
Think platform first to engage
your audience in a way that
resonates.
Invest in original series to secure
your brand for the long term
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“Creativity is the last unfair
advantage we're legally allowed
to take over our competitors”
BILL BERNBACH
80. Split test the most important variable in
video distribution - the video itself
89. 2. Work out what to create1. Measure the right things 3. Distribute and optimise
How to win in a video-based world
Define a minimum viable
conversion for each video
relative to the goal and platform
Measure overall impact in terms
of content consumption
Think platform first to engage
your audience in a way that
resonates.
Invest in original series to secure
your brand for the long term
Split test creative to find a
narrative and structure that
resonates
Optimize thumbnails to
maximise play rates