Home > Industry Thoughts > Video Advertising Summit


Online video no longer a second class citizen

A round-up of the Video Advertising Summit

Yesterday Adjust Your Set attended the M&M (media & marketing) Video Advertising Summit held at the Institute of Physics. There were a number of industry experts speaking, from Google, comScore, AOL Advertising and Reckitt Benckiser, all debating the issues surrounding video advertising over the past year and what we can expect in 2012.

The summit addressed various trends and themes in the industry, some more prevalent than others, but overall the consensus was – times are changing and online video can no longer be considered a second class citizen.

Below are a few key points from the summit:

• Mobile has been playing an increasingly significant role in marketing. Mobile now accounts for 20% of all video views in the UK and 83% of consumers browse the web on their mobile. YuMe and Aegis presented mobile video case studies for both Adidas (Mi coach app) and Regaine.

• Bruce Hoang from Orange Advertising Network asked “how to turn the coach potato into the golden egg?” as he debated multi-screen viewing in the living room. Apparently, only a third of people who are multi-tasking while watching TV are actually doing something related to what they’re watching.

• Social TV was a widespread topic yesterday with M&M Global asking if “a TV social application is the way to bridge the TV and the digital platforms?”

• Video agencies and video strategies were a hot topic during the panel session at the end of the day with Chris Gorell Barnes, CEO of Adjust Your Set stating that “brands need a video strategy and to think like media companies to create ongoing dialogue with audiences”.

• Questions that left the audience at the summit pondering included; will brands start adopting more ‘boutique’ video agencies? And, are we in the year of the Video Agency of Record (VAOR)?

Conclusion:

Overall the summit raised some interesting points and left us contemplating several questions. It’s clear the industry has woken up to the benefits and significance of online video, particularly with connected TVs becoming more widespread, but challenges over monetisation and regulation still need to be clarified. The day ended with the panel agreeing that we will see a shift from monetising content, to monetising the audience.

Best videos of the summit:

And of course, we couldn’t attend a Video Advertising Summit without viewing some fantastic examples including the VW Darth Vader commercial and the Ojai Valley Taxidermy TV Commercial. These were definitely our favourite of the day!

Ojai Valley

Home > Video Strategies > Traffic Via Video

 HOW TO GET TRAFFIC FROM VIDEO

 

A Brightcove guide recently shed light on how best to get traffic to websites via video. So how do you get traffic via video?

Here's just some places video can reach out to:-

1. Live video content creation,
2. Video on social sites,
3. Video on your website,
4. Video on mobiles,
5. Video sharing with advocators,

Home > Video Services > APA Summit

CONTENT & CONVERGENCE IS THE TOP

BRAND STRATEGY

This week we attended the APA (Association of Publishing Agencies) International Content Summit at Old Billingsgate to hear a number of top brand marketers discuss the latest trends and themes in the content marketing industry. From traditional print to digital content, the speakers covered an array of brand case studies and innovations. We’ve listed below some of the key points that we found interesting from the summit.

· Rory Sutherland, Vice Chairman of Ogilvy Group UK said great ideas come from human psychology aligned with technology innovation.

· According to Nigel Cameron, President and CEO of C.PET, the future of branded content is mutual curation.

· Will Sansom from Contagious Communications provided great examples of integrated and collaborative campaigns including Starhub with Topshop in Japan and Intel’s ‘Museum of Me’.





· Ruth Spencer from Boots discussed the key points of a successful multichannel campaign, including integration and playing to individual channels’ strengths. She also said that you need consistent brand values across all channels of engagement.

· Myf Ryan, GM Marketing for Westfield UK showed the brands viral video that was launched to promote the opening of the new Stratford store and told the audience that consumers choose what and where to engage with content.

· Sarah Tuke from Coca-Cola said it was all about collaborative storytelling and gaining key influencers to help engage with your customers.

· And lastly Ben Hammersley, technologist, journalist and broadcaster told the audience not to focus too much on digital or traditional, one or the other, or playing catch-up with the latest innovations and trends. Simply put, brands should focus on making good stuff. He then commented “make beautiful things” – wise words!

Overall the APA International Content Summit was insightful and has re-affirmed our own belief that brands have become media owners, or content publishers. At Adjust Your Set we believe that the “good stuff” produced by brands should be shown via video and as brands do become media owners, developing great video content will be a key trend for 2012.

Home > Industry Thoughts > A Connected TV agency

WE WISH YOU A 'CONNECTED' CHRISTMAS

The shopping and television experiences are fast becoming a multi-channel connected journey. The Newest devices and connected platforms are driving increasing numbers of on-the-go shoppers (79% of smartphone owners use their connected devices to aid in shopping and 74% make a purchase according to Google in April 2011).

Connected TV's along with devices aid shoppers on-the-go

Videos online are already playing a significant role in this with retailers like ASOS, net-a-porter and Marks & Spencer TV using video to enhance their customer’s on-the-go experiences. But times are changing; Cisco claims that by 2020 there will be 50bn connected tv devices in homes across the world. So how are consumers likely to interact with this new on-the-go internet? And how will the Christmas shopping experience change?

This year connected tv agencies and brands like M&S, John Lewis, Morrisons and Boots have created Christmas TV campaigns full of beautifully wrapped presents, celebrities and delicious food. While nowadays customers enjoy these campaigns, take note of the products on their Christmas list or browse via tablet, laptop or smartphone, the connected TV could create a very ubiquitous Christmas in the future. It has the ability to connect a broadcaster’s audience to a brands product page, embed social media conversations around a recipe and allow you to play a game-show that rewards you with QR code discount vouchers – all from the comfort of one connected screen.

It’s not surprising to see such a high figure from the Cisco report, but it will be interesting to see how a connect tv agency and connected tv clients might enhance the online shopping journey. Much has yet to be decided when it comes to content on connected TVs but it should create a sigh of relief for customers around the country fighting Christmas crowds on the high street.

By Chris Gorell Barnes, CEO of Adjust Your Set

View the full article on Cream Global

Home > Video of the week > Versace at H&M

ADJUST YOUR SET 'LIKES' VERSACE FOR H&M

In this TV ad to celebrate H&M’s / Versace collaboration, we go through the looking glass to see the Versace fembots as they are prepared for model life in the willy wonka-esque Versace Palace.


Donatella Versace plays puppet mistress come magician, teaching her models how to walk upstairs in heels or strut around in a cage.

With the strapline ‘My house. My rules. My pleasure’, Donatella certainly knows the standards she wants to achieve creatively in the fashion world, but is willing to poke fun at herself along the way, which I think gives this ad a refeshing sense of humour.

Since launching, sales of the Versace collection at H&M have gone through the roof.

Home > Video events > Social Media Pro

ADJUST YOUR SET AT MEDIA PRO

 

Last week Adjust Your Set attended MediaPro, the annual conference that this year analysed the key industry trends; innovate, integrate and inspire.

Adjust Your Set had a stand for both days where we showcased our client work and the social video tool Chatter.

There were a range of presentations throughout the conference that we enjoyed, in particular Chief Executive of Thinkbox Tess Alps’ discussion on "Travelling to TV’s near future". Our CEO, Chris Gorell Barnes also gave a couple of presentations, one that followed Tess’s theme of connected TVs and showcased the recent research we commissioned and on the second day he joined forces with Nadine Sharara, head of ecommerce for Thomas Pink, to discuss the luxury retailer’s video strategy.

Over the two days we took the time to speak and video people attending the event to ask them a few questions about what they had seen and what they think the next big trends will be for 2012.

Home > Chatter > M&S Christmas Tweets

MARKS & SPENCER USES SOCIAL VIDEO

TO PROMOTE CHRISTMAS AD

Social video tool Chatter developed by Adjust Your Set

Marks & Spencer’s latest Christmas ad, featuring the X Factor finalists, went live Sunday evening on the Marks & Spencer online video channel M&S TV featuring Tweets collated using the social video tool Chatter. The technology developed by the multichannel video agency Adjust Your Set is a unique way for M&S to capture customer conversations and embed this within the video content.

The TV ad embedded onto an editorial page of marksandspencer.com and M&S TV uses Chatter to stream social media conversations into the videos. Tweets are chosen based on relevant themes such as the M&S ad, the X Factor show and the specific hashtag #MandSAdvert. Behind the scenes content of the Christmas ad, produced by Adjust Your Set, also features Chatter.

Exclusive pop promo videos of the X Factor finalists will also feature on the M&S Facebook page over the coming weeks, allowing further interaction from M&S customers. The videos shot by Adjust Your Set include interviews with the finalists about their upcoming Christmas festivities and their Christmas present ideas for the X Factor judges. These are hosted on a bespoke Facebook video player, built by Adjust Your Set, complete with call-to-action buttons for customers to be directed to the M&S products on the main website to make a purchase.

The chatter tool allows brands to search, capture and collate relevant conversations about a particular topic from Facebook, Twitter and blogs. This flow of conversations, embedded into video content, can then be made available online, on mobiles, in-store and on outdoor broadcast platforms.

Chris Gorell Barnes, CEO of Adjust Your Set said “Video is the best way for brands to tell their stories online and to spark conversations. Our social video tool Chatter allows brands to capture these conversations, use them to drive engagement and help build advocacy. The Christmas ad is a fantastic video to showcase the passion M&S customers have for the brand by allowing them to see what people are saying.”

The Christmas ad and behind the scenes content featuring Chatter can be viewed here: www.marksandspencer.com/tvad