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![“…there will be pieces of it, once spun off, that we will use in
the future. Hangouts, for example, is a much better video-
communication platform than [the iPhone's] FaceTime and
could be a successful tool with much greater reach if rolled out
as a separate product.”
- Matt Rednor, CEO at Decoded Advertising creative agency
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Scout Social Bark - August 2015
Facebook is upgrading its video platform by quadrupling traffic over the last year. New features will allow creators to restrict audiences by age, gender, and limit playback. This suggests Facebook aims to create a fully-fledged video platform to squeeze more ad revenue from videos, leveraging its user data advantages over YouTube.
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Scout Social Bark - August 2015
- 2. 2 Contents Facebook Video Getsan Upgrade No, Google+ Isn’t Dead Pandora Rolls Out “Sponsored Listening” Twitter Announces New Event Targeting How Brands Are Using Meerkat Brave Brands: • Apple • McDonald’s • Johnnie Walker • Durex • Pulco
- 3.
- 4. Facebook is givingYouTube a run for its money. The company’s video business has quadrupled its traffic in the last year. 4
- 5. 5 Facebook is givingYouTube a run for its money. The company’s video business has quadrupled its traffic in the last year. Facebook videos now receive more than 4 billion views a day.
- 6. 6 Facebook recently announcedthat video creators will be able to restrict their audience by age and gender, in addition to the location and language options already offered.
- 7. 7 Facebook recently announcedthat video creators will be able to restrict their audience by age and gender, in addition to the location and language options already offered. They are also introducing a “secret mode,” which limits video playback to those with a direct link. Publishers can also opt to turn off third-party embedding or house their videos only under a videos tab separate from their News Feed.
- 8. What does thismean? Facebook’s recent moves seem to suggest that the company is looking to create a fully fledged video platform outside of the current site. And they will undoubtedly try to squeeze more money from the videos. 8
- 9. What does thismean? Facebook’s recent moves seem to suggest that the company is looking to create a fully fledged video platform outside of the current site. And they will undoubtedly try to squeeze more money from the videos. With the amount of data Facebook has on its users, Facebook video has a major advantage over YouTube when it comes to ad targeting. We predict that Facebook will continue to win marketers away from YouTube. 9
- 10. What does thismean? Facebook’s recent moves seem to suggest that the company is looking to create a fully fledged video platform outside of the current site. And they will undoubtedly try to squeeze more money from the videos. With the amount of data Facebook has on its users, Facebook video has a major advantage over YouTube when it comes to ad targeting. We predict that Facebook will continue to win marketers away from YouTube. 10 Click to read more
- 11.
- 12. 12 Google is killingoff Google+ as we know it, but is it really dead?
- 13. 13 Google is killingoff Google+ as we know it, but is it really dead? No.
- 14. “…there will bepieces of it, once spun off, that we will use in the future. Hangouts, for example, is a much better video- communication platform than [the iPhone's] FaceTime and could be a successful tool with much greater reach if rolled out as a separate product.” - Matt Rednor, CEO at Decoded Advertising creative agency 14
- 15. So what doesthis mean? 15
- 16. So what doesthis mean? • Google+ will live on in Photos, Streams, and Hangouts. 16
- 17. 17 So what doesthis mean? • Google+ will live on in Photos, Streams, and Hangouts. • Data-minded marketers will be watching very closely over the next few months.
- 18. 18 Click toread more So what does this mean? • Google+ will live on in Photos, Streams, and Hangouts. • Data-minded marketers will be watching very closely over the next few months.
- 19.
- 20. 20 Last fall, Pandoraintroduced a new ad format called Sponsored Listening to select brands.
- 21. 21 Last fall, Pandoraintroduced a new ad format called Sponsored Listening to select brands.
- 22. 22 Last fall, Pandoraintroduced a new ad format called Sponsored Listening to select brands. It’s now available for all advertisers.
- 23. Sponsored Listening promptsusers to watch a short video or click on a rich media ad to unlock one hour of ad-free listening. 23
- 24. Sponsored Listening promptsusers to watch a short video or click on a rich media ad to unlock one hour of ad-free listening. According to Pandora, the beta ads boosted purchase intent by 30% and brand awareness by 12%. 24
- 25. "The real biggestthing we wanted to test for ourselves was, ‘Is this something that really changes how consumers perceive advertisers? Is this something that makes people really happy to encounter an ad?’ What the beta proved out is that, yes, it is." – Jonathan Eccles, Pandora's Product Lead 25
- 26. With over 80million active listeners and 80% of those users listening via mobile, we expect the new Sponsored Listening ad format to be successsful…for advertisers, users, and Pandora. We will also keep our eye on what effect this new format has on the music industry as a whole. 26
- 27. 27 Click toread more With over 80 million active listeners and 80% of those users listening via mobile, we expect the new Sponsored Listening ad format to be successsful…for advertisers, users, and Pandora. We will also keep our eye on what effect this new format has on the music industry as a whole.
- 28.
- 29. Twitter has longbeen the go-to place for brands when it comes to special events. 29
- 30. Recently, Twitter launchednew ad products designed to make it easier to reach users who are interested in certain events (i.e., Super Bowl, Back to School, US Open Tennis). 30
- 31. Recently, Twitter launchednew ad products designed to make it easier to reach users who are interested in certain events (i.e., Super Bowl, Back to School, US Open Tennis). Event Targeting includes 3 primary tools: the event calendar, event insights and event activation. 31
- 32. The event calendarlists major global events, as well as tentpole events such as holidays, festivals, TV, music and politics. 32
- 33. The event calendarlists major global events, as well as tentpole events such as holidays, festivals, TV, music and politics. Event insights let advertisers learn more about the audience for each event based on last year’s data. 33
- 34. 34 While it maynot seem like it, the implications of this are huge for brands.
- 35. 35 While it maynot seem like it, the implications of this are huge for brands. Combining event-relevant tweets with video content (Periscope) would create a very powerful new marketing tool. Branded content would feel more authentic than in the average ad.
- 36. 36 Click toread more While it may not seem like it, the implications of this are huge for brands. Combining event-relevant tweets with video content (Periscope) would create a very powerful new marketing tool. Branded content would feel more authentic than in the average ad.
- 37.
- 38. The live streamingapp, Meerkat, recently partnered with Mountain Dew and CMT Music Awards to give users a front-row view of a performance during the awards. 38
- 39. This marked the“first official brand activation during a live broadcast” on Meerkat, according to Sima Sistine, Meerkat’s VP of Media. 39
- 40. 40 Meerkat doesn’t currentlyhave a sales team and says they aren’t actively talking to brands directly about monetization.
- 41. 41 Meerkat doesn’t currentlyhave a sales team and says they aren’t actively talking to brands directly about monetization. However, the CMT-Mountain Dew partnership could provide a strong blueprint for what monetization on the platform would look like.
- 42. Other brands aregetting in on the Meerkat action as well. For instance, Dunkin Donuts sponsored a live feed during Shark Week. 42
- 43. Savvy brands whowish to extend their reach to include consumers’ interest should consider livestream apps, such as Meerkat and Periscope, as an important tool in their marketing arsenal. 43
- 44. 44 Click toread more Savvy brands who wish to extend their reach to include consumers’ interest should consider livestream apps, such as Meerkat and Periscope, as an important tool in their marketing arsenal.
- 45.
- 46.
- 47. Apple It’s nothing newfor brands to use their Twitter handles for Customer Support. And it’s certainly not new for brands to create how-to videos for YouTube or a dedicated site. 47
- 48. Apple made anunprecedented move recently by being the first brand to publish customer support videos natively on Twitter through their @BeatsSupport handle. 48 Apple
- 49. Apple made anunprecedented move recently by being the first brand to publish customer support videos natively on Twitter through their @BeatsSupport handle. Instead of waiting for customers to come to them, Apple is finding customers where they are and engaging on their preferred channel with native content. 49 Apple
- 50. 50 Apple Experimenting with socialcustomer care? Predicting possible questions your customers could have and being proactive? That’s brave!
- 51. 51 Click toread more Apple Experimenting with social customer care? Predicting possible questions your customers could have and being proactive? That’s brave!
- 52.
- 53. McDonald’s 53 Want people topay attention to your billboard? Give them free ice cream during a heat wave!
- 54. McDonald’s 54 Want people topay attention to your billboard? Give them free ice cream during a heat wave! McDonald’s Netherlands created a billboard with heat-sensitive panelling that held free McFlurry cups. When the temperature reached a certain level, the panel would open up and people could take a cup to redeem for a free McFlurry.
- 55. McDonald’s 56 McDonald’s took the“drinkable” billboards that have become popular and made the idea their own.
- 56. McDonald’s 57 McDonald’s took the“drinkable” billboards that have become popular and made the idea their own. By solving a problem for customers while simultaneously driving in-store traffic, McDonald’s was a Brave Brand.
- 57. McDonald’s 58 McDonald’s took the“drinkable” billboards that have become popular and made the idea their own. By solving a problem for customers while simultaneously driving in-store traffic, McDonald’s was a Brave Brand. Click to read more
- 58.
- 59. Johnnie Walker Luxury brandsare often stuck between customer acquisition and remaining “exclusive.” And customer acquisition often hinges on product knowledge. 60
- 60. Johnnie Walker Luxury brandsare often stuck between customer acquisition and remaining “exclusive.” And customer acquisition often hinges on product knowledge. Johnnie Walker is aiming to make its Blue Label whiskey an elite luxury brand by educating millennial influencers at high- end bars and tasting events. 61
- 61. Johnnie Walker 62 Previously, thebrand’s mentoring events were held by the Chief Whiskey Sommelier and only available to 5% of Blue Label drinkers.
- 62. Johnnie Walker 63 Previously, thebrand’s mentoring events were held by the Chief Whiskey Sommelier and only available to 5% of Blue Label drinkers. Their most recent activation is a “luxury mentoring” program. These exclusive tasting classes took place via a 360 degree digital experience.
- 63. Johnnie Walker 64 The ideabehind the Ultimate Immersive Mentoring experience is that bartenders can better explain the whiskey’s ingredients and heritage to potential customers if they can see it and taste it.
- 64. Johnnie Walker 66 The ideabehind the Ultimate Immersive Mentoring experience is that bartenders can better explain the whiskey’s ingredients and heritage to potential customers if they can see it and taste it. Giving up control and putting your brand in the hands of others is definitely Brave! And it seems to be paying off. The mentoring experience is expanding worldwide this year. Click to read more
- 65.
- 66. Durex Millions of peopleexpress their emotions on Twitter each day, many sharing their tales of love lost. 68
- 67. Durex Millions of peopleexpress their emotions on Twitter each day, many sharing their tales of love lost. Being the “love brand," Durex wanted to do something about it. 69
- 68.
- 69. Durex 71 Meet #LoveBot. Every timea user published a tweet that included the broken heart emoticon, the bot identified it and automatically matched the user with another “broken heart”.
- 70. Durex Durex found anew way to generate buzz about their brand on a social channel by capitalizing on the way users talk on the platform each day. 72
- 71. Durex Durex found anew way to generate buzz about their brand on a social channel by capitalizing on the way users talk on the platform each day. Using social listening to engage with users that aren’t directly referencing your brand? That’s either spammy or Brave…you be the judge. 73
- 72. Durex Durex found anew way to generate buzz about their brand on a social channel by capitalizing on the way users talk on the platform each day. Using social listening to engage with users that aren’t directly referencing your brand? That’s either spammy or Brave…you be the judge. 74 Click to read more
- 73.
- 74. Pulco Pulco, a Frenchdrink brand, is synonymous with summer. Recently amid a major heat wave, the brand capitalized on this with #LaParesseADuBon. 76
- 75. Pulco #LaParesseADuBon is roughlytranslated as “Laziness can be good” and the campaign encouraged people to relax and take their time. 77
- 76. Pulco #LaParesseADuBon is roughlytranslated as “Laziness can be good” and the campaign encouraged people to relax and take their time. Their recent activation took place on Facebook. They posted a Facebook status update over the span of 7 days. The update unfolded word by word and eventually revealed the sentence “It’s too hot to work.” 78
- 77. Pulco Pulco demonstrated Bravenessby manipulating the functionality of a social platform to produce something unique and very creative. 79
- 78. Pulco Pulco demonstrated Bravenessby manipulating the functionality of a social platform to produce something unique and creative. And if you ask us, a brand letting an incomplete sentence stand on their Facebook page for nearly 7 days is the Bravest move of all! 80
- 79. Pulco 81 Click toread more Pulco demonstrated Braveness by manipulating the functionality of a social platform to produce something unique and creative. And if you ask us, a brand letting an incomplete sentence stand on their Facebook page for nearly 7 days is the Bravest move of all!
- 80.