let data & insights lead your creativity for video ideas ... · brand bumper data / statistics....
TRANSCRIPT
Data vs Creative:Let Data & Insights Lead Your Creativity for Video Ideas
Introduction
About Me
Senior Online Advertiser at Mindvalley
About
We are an education technology company that publishes world-class personal growth courses.
About
About
On average, we spend around RM5 million on paid advertising each month.
About
Out of which, RM2.5 million was spent on video ads in June 2018.
About
...and it's growing at least 30 to 50% month-on-month.
About
As a ROI-driven marketer, I always start small, and I will not spend money on things that do not bring returns.
About
So how did Mindvalley scale video advertising to RM2.5 million?
Sourcing Video Ideas Based on Your Objective
Facebook Info & Ads
Facebook Info & Ads
Lead Character TVCStories Ad with
Simple Text Animations
GIF with Rotating Backgrounds
Search Volume
YouTube Content Videos
YouTube Content Videos
Google Trends
InfluencersGive freedom to influencers, so they do what they do best - producing creatives that resonate with their audience.
InfluencersIf their creative performs,
1. remarket their video viewers.
2. License the creative for your own use.
What Works for Mindvalley?
● Trailers
● Content Videos
● Founder's Invitation
Trailers
Trailers
Paradigm Shifting Statement (eg "if
knowledge is power, learning is your superpower."
Benefits / Results in Advance Social Proof
Call-to-Action
Content Videos
Content Videos
Paradigm Shift Personal Story Key Takeaways
Call-to-Action
Founder's Invitation
What Else We Tested?
The ONE Takeaway
Create and test ANY video ideas that you have.
Collect Data
You Need a Clear Goal
At Mindvalley, our goal with any ad campaign is to lower CPL and increase ROAS.
What's yours?
CPL ROAS / ROI
Brand Recall
Video Views
Website Visits
Other Actions
Promote Every Single Video Variation You Put Online
Run Videos Across Every Targeting Option Provided by Platforms
● Keyword / Contextual
● Topics
● Affinity
● Interests
● Custom Affinity
● Custom Intent
● Demographics
● Acquisition vs
Monetization Campaigns
Key Video Metrics
For performance marketers, it really comes down to two primary metrics:
● Cost per acquisition● Return on ad spend
(unless the above are not doing well…)
Key Video Metrics
It's also worth digging deeper...
Key Video Metrics
… to guide your creative team on video creation.
The Question to Ask
"At what point did our audience lose interest?"
Video Engagement Metrics
Audience Retention: YouTube
Audience Retention: Facebook
Keep Testing Video Elements
Produce Modular Videos
Paradigm Shift Benefits Social Proof Call-to-Action
Trailers
Content Videos
Paradigm Shift Personal Story Key Takeaways Call-to-Action
Produce Modular Videos
Paradigm Shift Key Takeaways Call-to-Action
Short Content Video + Trailer Hybrid?
Paradigm Shift Call-to-Action
6s Unskippable Trailer?
Other Possible "Modules"
● Testimonials
● Shock element
● Pattern interrupt
elements
● Explainer / Demo
● B-rolls
● Brand bumper
● Data / statistics
Elements to Test
● Storyboard / Messaging
● First 3 seconds
● Mood
● Video length
● Video dimensions
● Platform "nativity"
● Bumpers
● Transitions
● Voiceovers
● Background music mood and
tempo
● Text treatments
● Call-to-action
● Thumbnails
PRIMARY SECONDARY
The ONE Takeaway
Don't ask "What is the industry benchmark?"
Set your own benchmark, and try to beat it.
Q&A
Catch Me Online
WAYNE LIEW