BBDO recently released a slide deck of its learnings from vertical video. This deck was then reported on by thedrum.com.
Nicole Landesman, BBDO, senior communications planner, group comms planning, said: "We saw towards the middle of 2016 that there were more video opportunities that were coming out than ever before. All of a sudden we had to think about video not just for TV and pre-roll but there was video on all these different social platforms … interactive video, now live is a entirely new component. We wanted to increase our expertise around video as a whole so that BBDO could be telling creative stories across video and they could be impactful in any video environment.”
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Greater than 4500 were created by BBDO
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In 2016 Snapchatters watched over 10 Billion videos per day.
Many of the advertisers were buildng customer Snapchat lenses. A lens is a video artifact that is placed in real time over the users face.
YouTube true-views were being built as well. These are the pre-roll ads that are often skippable.
BBDO Internal data suggests: + 90 Million people in the US watch Facebook videos. + 90% of Facebook users are on Mobile. + Only 16% of brands are optimised for mobile newsfeed. + 65% of viewers decide about content within the first 3 seconds.
5 steps to optimizing for Facebook feed. + Resizing to square improved the visibility in the feed. (Note this was from horizontal to square, I don't think they experimented with vertical. + Make a catch title card to grab user attention in first 5 seconds. + Add supers (large text elements) to contextualise narrative. + Lighten the footage to better fit in with the bright facebook feed theme. + Cut down length to maximise the action scenes. For this particular ad they had a countdown, so making sure the countdown was present and quick.
(Currently at slide 14... )