building a customised video player for every campaign
TV advertising oftenhas shortshelf life, specialoffers, seasonal, eventsetcTV adswereoftenslashedbecauseitwastoo late to show them
Smart versioning and self service clients are key to the success
Notes: Both Channels can really start to complement each other.Auto start video with high impact format. Closer to GRP model.Value added social functionality that was previously difficult for creative agencies to build consistently.
Media agency set up the campaignencode video from FTP siteUpload video to the platformDuplicate AdSwap assets and update SV (content management system for our banner)Bang – Online in 2 days !Expandable banner, HTML5, VPAID – all with the social toolbar and fcuntioanlity
What are wegiving clients in terms of valueadded – social connectivity and otherfunctionality
QR codesForms for lead generationFlexibility in terms of layoutAllcontrolled from SV
For inventorythatexpandsacrosstabletsVPAID
Subtledifferences – more userorientateddemonstrate Smart versioning flexibility and social toolbar.
demonstrate Smart versioning flexibility and social toolbar.
demonstrate Smart versioning flexibility and social toolbar.
Westarted with Rich Media whichisnowleveling outIn-StreamgrowingrapidlyMobile seedling
Due to the groupm deal the graph doesn’t reflect the continued growth we have seen with them. We have already done 75% of the total volume for 2012
Eachhasinherentpros and consAlpine – no campsAlpineThe problems encountered while alpine style climbing are related to lack of support and potentially the lack of acclimatization associated with spending less time at high altitudes. Some of the mostamazingaccentshavebeen made in this way in incredibletimes and extemelydifficultmountains. Messner and BuhlSeige: Could be viewed as slow and heavy, where climbers may use porters, pack animals, glacier airplanes, cooks, multiple carries between camps, usage of fixed lines etcEachhasinherentAdvantages
Alpine style refers to mountaineering in a self-sufficient manner, thereby carrying all of one's food, shelter, equipment etc. as one climbs, as opposed to expedition style (or siege style) mountaineering which involves setting up a fixed line of stocked camps on the mountain which can be accessed at one's leisure. Additionally, alpine style means the refusal of fixed ropes, high-altitude porters and the use of supplemental oxygen.Eachhasinherentpros and consAlpineThe problems encountered while alpine style climbing are related to lack of support and potentially the lack of acclimatization associated with spending less time at high altitudes. Some of the mostamazingaccentshavebeen made in this way in incredibletimes and extemelydifficultmountains. Messner and BuhlSeige: Could be viewed as slow and heavy, where climbers may use porters, pack animals, glacier airplanes, cooks, multiple carries between camps, usage of fixed lines etcEachhasinherentAdvantages
So Groupm needed someone they could trust to deliver under these conditions. Thanks to our history of fast support and technical ability they trusted us to deliver. Michele got the right message to the right people high up in Groupm and won the original pitch against Eyewonder. From then on the only Michele and myself were client facing to facilitate their approach.Michele hasworkedreally hard constantlynegotiatingdeadlinesbetweenus and Groupm. He’s a gooddiplomat and very «furbo» sly.Veryexciting and forwardthinking client to work for, constant flow of ideas and innovative approach.
So up until 2 years ago Caratworkedonly with DC and werenotinterested in changing the status quo. Thatisuntil Michele and Francesco made the initialbreakthrough with a copy catversion of Mvideo. Caratthenpassed to Stefania who made a realbreackthroughclosing a rich media exclusivity deal.Herapproachwassomething I can only equate to Japanese water torture. She set up hertent in their office and didntgive up untiltheysigned the deal. Stefania waspreviously a Media Account manager bothat MDMD and MSN so shewasable to pitch the usability of platform from an operationspoint of view, demonstrating a proffesional and veryreassuringapproach to Carat.Our creative team went through slow and frustrating process for approval and Q&A. The value of the approach however is a more scalable,robust end product than Groupms. Caratnoticed the Video StartedRates (how long ittakes for a video to start) and wereconcernedabout a negativeuserexperiencedamaging the clients reputation. InterestinglyGroupmalsonoticedthis delay butwereonlyconcernedabout VideoStartedrates in the reports Their big sellingpointwas in terms of extending/complementing TV campaigns. So clients onlysawthis in terms of a lower GRP and not a negative userexperience.
Latest news on video versioningcame in yesterday, lookslikewewill be working with Havastoonow. So fingerscrossed.
