In this presentation you will hear how video and native are meant to be. Video holds the opportunity to carry rich, valuable, beautiful, emotional narratives across formats and platforms. Simon will dive in to how marketers can optimize their video content for native syndication with the aim of leaving a strong digital footprint. The focus on the presentation will be on how brands and publishers can mutually benefit from syndicating content to users and not the other way around.

1. ONLINEVIDEOISADDICTIVE!
ALCOHOL COKE HEROIN
ONLINE
VIDEO
ADDICTIVENESS
100%

2. CONTENTANDFORM
“THE MEDIUMIS THE
MESSAGE”
MARSHALLMC’LUHAN
“WHATREALLY DECIDES
CONSUMERSTO BUY ORNOT TO
BUYISTHECONTENTOFYOUR
ADVERTISING,NOT ITS FORM”
DAVIDOGILVY

3. “VIDEOHOLDSTHE
ABILITYTOTELLA
CAPTIVATING AND
POWERFULSTORY ONITS
OWN”
VIDEOANDNATIVEAREMEANTTOBE
“NATIVEDELIVERS A
CONTENTEXPERIENCE,
SEAMLESSLY
INTEGRATED TO ITS
CONTEXT”
NATIVE
VIDEO

4. THECOMBINEDREACHBEATSFACEBOOKANDYOUTUBE
25%
7%
68%
RESTOF THE
INTERNET

5. BUT THECOMBINATIONOFMANYINCREASESCOMPLEXITY
BRAND
SOCIAL PUBLISHERS PLATFORMS

6. HOWDOYOUOPTIMISE
YOURCONTENTFOR
SYNDICATION?
OKGREAT,BUTTHEN…
HOWDOYOU
EFFECTIVELYSYNDICATE
YOURVIDEOCONTENT
SOITDELIVERSROI?

7. THECONTENTPART

8. ONESIZEDOESN’TFITALL…
DON’T
FORCEFEEDUSERS
WITH YOUR
REPURPOSEDTVSIN
NATIVE.
DO
PLAN TOMAKE YOUR
CONTENTRELEVANTIN
MULTIPLE CONTEXT

9. THEADVERTISINGVALUECHAIN
BRAND CREATIVEAGENCY
PRODUCTION
COMPANY
MEDIAAGENCY
PUBLISHERS
NETWORKS
PLATFORMS
END
USER
BRINGSYNDICATIONINTOTHESTRATEGICANDCREATIVEPROCESS

10. EXAMPLE-MULTIPLECONVERSATIONALHANDLES
CLASHOF CLANS -REVENGE
TAKEN
SUPERBOWL LIAMNEESON
CLASHOFCLANS
THESOCIALSTORY
CREATIVE
- 1MILLIONSHARES CONVERSATIONALHANDLES

11. DON’TFORGETABOUTTHE HYGIENECONTENT
IMAGES TEASERS BEHIND
SCENES
INTERVIEWS REACTIONS SOCIAL
POSTS
STORY
TEMPLATES HASHTAGS PRESS
RELEASES

12. SNACKABLEVIDEOWORKSFORNATIVE
SOURCE: OOYALA GLOBAL VIDEOINDEX, 2015

13. SKIP THE 30SECONDINTRO
GET TOTHE POINTINFIRST10 SEC
FINDTHEOPTIMALCOMBINATION
OPTIMISEONTHEGO
TELLYOURAUDIENCEWHATYOU
WANTTHEM TODO. YOUWILLBE
SURPRISED!
CAPTURE THEACTION
TRY TOUSE IMAGEFROM ENDOF VIDEO
USEEMOTIONS -NOTPRODUCTS
USEPEOPLERATHERTHAN
PRODUCTS.
1
2
3
4
5
6
STARTANDENDSTRONG
IMAGE MIX
PEOPLE INTERACITIVTY
6SIMPLE
PRACTICESTO
OPTIMISEYOUR
VIDEOCONTENT
FORNATIVE
DISTRIBUTION.
DESIGNFORAUDIOOFF -GIVEEXTRA
VALUEWHENAUDIOON.
AUDIOOFF

14. WHAT CAN
MONALISA
TEACHUS
ABOUT
NATIVE…?

15. THESYNDICATION PART

16. SECUREROIONNATIVEINVESTMENTS-SCALEISKEY!
SYNDICATED
BRANDED
CONTENT
HOWTOSCALENATIVE…
1
2
3
4
POSTONOWNEDCHANNELSAND PROMOTEVIASOCIAL
MEDIA
DRIVETRAFFIC TOHUBFROM CONTENT
RECOMMENDATION WIDGETS
PROMOTECONTENT ON OWNEDSITES
SYNDICATEVIDEOCONTENT THROUGHNATIVE
PLATFORMS

17. AGOLDFISH
WILLGROWAS
BIGAS ITS
ENVIRONMENT
ALLOWS…

18. FROM“DRIVE-TO-SITE”TOCONTENTSYNDICATION
CONTENTSYNDICATION-CONTENTTOAUDIENCEDRIVETOSITE-USERSTOCONTENT
CONTENT
!!
HUB
!
!
!

19. WHYISCONTENTSYNDICATION
IMPORTANT?

20. SCALE
DISCOVERABILITY
USER EXPERIENCE
SEARCH

21. WHATDOESITMEANFOR
PUBLISHERS?

22. AREYOUINTHEMARKET
OFPRODUCINGA
NEWSPAPER,MAGAZINE
ORAWEBSITE?
(CLOSED)
AREYOUINTHE
MARKETOFPRODUCING
ENGAGING CONTENT
FORYOURAUDIENCES?
(OPEN)
OR
ACHANGEOFMIND…SET

23. IN3+YEARS TIME…
MANYPUBLISHERSWILL TOANEXTENT WORKLIKEAYOUTUBE
CHANNEL.THEYHOUSECONTENT,BUTTHEMAJORITY OFIT IS
CONSUMEDONTHIRDPARTYSITES.

24. WHATDOESITMEANFOR
ADVERTISERS?

25. SOCIALANDNETWORKSRULE!
EVERYCATCAN’T GO VIRAL
ORGANIC REACHISDEAD! SORRY!

26. THEBENEFITSOFNATIVEVIDEOSYNDICATION
GUARANTEEDVIEWS CONTENT EXPERIENCE NATIVELOOK ANDFEEL
TARGETEDAUDIENCE SCALE ENGAGEMENT
RETURNONINVESTMENT
CONTENT
INVESTMENT

27. UNDERSTANDTHEDETAILS-ANDUSEITTOYOURADVANTAGE
DOESTHEAD FUNCTION LIKEOTHERELEMENTSONTHEPAGE?
DOESTHEAD BEHAVE LIKEOTHERELEMENTSONTHEPAGE?
WHOENGAGES INYOURCONTENTWHERE?
HOWBIGIS THE VIDEO PLAYER?
HOWISA VIEWDEFINED?
CAN THEUSERSKIP?
ACTIVATION?

28. MEASURE WHATMATTERS!
IMPACT
ENGAGEMENT VIEWS
TIME
RATE SOCIAL
ACTIONS
AWARENESSPURCHASE
INTENT
BRAND
RECALL
VIEWABILITY
SOLDPRODUCTS
THEREISNOSINGLEMETRICTHATCOVERSITALL.ALLMETRICSCAN LOOKGREATIN
ISOLATION.ONLYTHECOMBINEDPICTUREGIVESYOUASATISFYING UNDERSTANDING OF
QUALITY.BUTALWAYSDEMANDTRANSPARENCYONYOURVIDEOINVESTMENT.

29. KEYTAKEAWAYS
1 2 3
PLANFORMULTIPLE
CONTEXTSANDOPTIMISE
YOURCONTENTFORBEST
RESULTS.
DISTRIBUTECONTENTRATHER
THANUSERS
VIDEOISIDEALFORNATIVE
SYNDICATION

30. THANKYOU!
SimonKvist
simon.kvist@theoutplay.com
Mobile:+44(0)7780111230
@iSimonKvist
www.theoutplay.com
´