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1、Omnichannel video creative playbookFOR TV/CTV,SOCIAL AND DIGITAL VIDEOAd 1 of 1 0:23 2 Omnichannel video creative playbook 2022 MediaoceanTATable of ContentsIntroduction.3New goals.5New formats:Presentation.9New formats:Content.24New capabilities.28Conclusion.423 Omnichannel video creative playbook

2、2022 MediaoceanWhether delivered on TV or on other devices,video remains a key tool for marketers.As the mainstream advertising medium that most closely mirrors our own view of the world,it remains the gold standard for delivering engaging and persuasive messaging to consumers around the globe.Today

3、s audiences may see video ads in many different channels and formats.This Omnichannel Video Creative Playbook aims to help advertisers and agencies better understand the nuances of how video advertising changes to fit the many channels where audiences view content.4 Omnichannel video creative playbo

4、ok 2022 MediaoceanChanging shape of omnichannel videoNew goals In the past,TV and video have been used mainly for top of the funnel marketing goals,such as driving brand awareness.Marketers today are looking to accomplish more with video.New formats Video formats are changing.Videos are not only cha

5、nging their physical shape to fit into a variety of screens and contexts,but certain content variations are also becoming standard practice options.New capabilities The days of simple one-to-many broadcast messages are coming to an end.Video advertising can now speak directly to specific customer se

6、gments and viewers are now able to respond using interactive and shoppable options.Not only is video important,but its also transforming,which provides new challenges for marketers5 Omnichannel video creative playbook 2022 MediaoceanNew goalsTV was once considered a top of the funnel marketing tool

7、primarily oriented toward driving goals like brand awareness and recall.Today,as noted in the Forrester report“Rethink Brand and Performance Media”,marketers are more flexible in their use of marketing channels.Direct to consumer(DTC)brands are flipping the script,launching and building awareness vi

8、a advertising in performance-oriented search and on social channels,and then bringing performance and outcome expectations into TV.Big brands are also paying attention.Theyre beginning to look to TV to drive in-store visits,drive app downloads,and accomplish other bottom funnel activities.6 Omnichan

9、nel video creative playbook 2022 MediaoceanTV+Video can drive outcomesCreate brand awareness Video has long been used to drive top of the funnel metrics such as brand awareness and recall.You can use it to grow your brand,even in channels such as social,but they may need omni-present branding and te

10、xt overlays to ensure the message gets through even when the sound is off.Drive store visits Using tactics such as personalized messaging,sequencing,optimization,and more,you can ensure that your message is fresh and relevant enough to get consumers off the couch.Lower booking costs The travel verti

11、cal requires relevant offers,since pricing and consumer destinations change depending on variables like location and seasonality.Through A/B testing and connecting video views to site bookings,travel brands can get more people booking online.Manage complex offers Local auto sales need to message con

12、sumers with changing relevant offers,incorporating current APRs and other relevant local dealership info.Keep driving custom TV+Video messages smoothly using automation and rapid generation of video.7 Omnichannel video creative playbook 2022 MediaoceanTV+Video can drive outcomesBoost holiday sales I

13、t can be challenging for retailers to execute against the ever-changing product promotion calendar.Generating video offers from data feeds ensure that ads only feature the most compelling in-stock product offers.Move app downloads By using clickable video in online video players and QR codes on TV s

14、ets,you can easily help drive adoption and awareness of your mobile apps.Increase return on ad spend Driving message relevance is key to ensure that video advertising achieves its desired outcomes,making investment in personalization pay for itself in media costs.Grow audiences Although some content

15、 has migrated to an on demand model,sports and entertainment companies still have all-important promotional windows,especially for live events.Keep fans engaged with messages that leverage their own teams/interests.8 Omnichannel video creative playbook 2022 MediaoceanNew formatsPresentation formats

16、For years digital video was locked into the 4:3 aspect ratio shown on television sets,which changed to a 16:9 aspect ratio when TVs went widescreen.Mobile introduced both square(1:1)and vertical(9:16)video to accommodate device rotation,and social introduced even more variations.The next section wil

17、l review the different presentation formats we see in the market today across different channels.Content formats In addition to other variations in aspect ratio,we see consistently recurring variations in todays market within the video content itself,often to support additional persistent messages o

18、r calls to action.The next section will also review some of the often seen options for adding content to video messages.9 Omnichannel video creative playbook 2022 MediaoceanPresentation formatsNew formatsBy presentation format,we mean the size and shape allocated to video playback,commonly referred

19、to as the video aspect ratio.The most variation in presentation format is seen within social platforms.Here is a quick guide to the various shapes video takes across all channels.16:919201080px1:110801080px9:1610801920px4:31280720px10 Omnichannel video creative playbook 2022 MediaoceanCTV and online

20、 videoNew formatsFor CTV and digital video advertising shown in online or mobile players(including YouTube),the 16:9 aspect ratio is the industry default.As always,check the specs of the specific publishers where you are running.For mobile video advertising in particular,full-screen vertical video(9

21、:16)and square video are both available options.16:919201080pxHorizontal1:110801080pxSquareVertical9:1610801920pxMost CTV and desktop video:16:9Mobile may also include 1:1(square video)and 16:9(vertical video).16:919201080px11 Omnichannel video creative playbook 2022 MediaoceanFacebookA major driver

22、 of business with 2.8 billion active usersFacebooks widespread mobile usage is staggering,with 98.5%of users accessing via mobile(81.8%doing so exclusively).2Marketplace(2.7%)and in-stream video(1%)are among the most popular non-feed ad placements on Facebook.2Facebook is the most-used network among

23、 marketers(93%).181.8%users access Facebook almost exclusively via mobile1 Statista,20212 Sprout Social,2022Zo Cosmetics SponsoredZo Cosmetics SponsoredZo Cosmetics Sponsored12 Omnichannel video creative playbook 2022 MediaoceanInstagramInstagram communities are a gold mineInstagram users are more t

24、han simply engagedtheyre also commonlyonline shoppers.According to a recent study,72%of Instagram users report making a purchase decision after seeing something on Instagram.2Instagram accounts for well over half of thecompanys US ad revenues.11 eMarketer,20212 iMPACT,2022Use dynamic composite templ

25、ates to easily create thousands of variations13 Omnichannel video creative playbook 2022 MediaoceanKnow your placement Facebook and Instagram have several different video formats,each with its own sizes and best practices.Feeds ads appear inline with scrolling text content and are 1:1 or 4:5.Stories

26、 ads appear full-screen vertical(9:16).In-stream ads appear while third-party publisher video content is shown(16:9).Lead with the brand Meta research suggests that a quick intro of the brand and brand message works best.Keep videos short Shorter videos perform better.Videos longer than 10 seconds a

27、re split into multiple cards within stories.Videos longer than 15 seconds will require a“continue watching”opt-in for in-stream ads.Facebook and InstagramDURATION Varies by placement.Less than 15 seconds is recommended for most ads.Read the complete video ad specs here.1:110801080px16:919201080pxHor

28、izontal9:1610801920px4:510801350pxVideo adsSquareVerticalVerticalNote:Please select the specific format for correct specs.Notes for effective use14 Omnichannel video creative playbook 2022 MediaoceanLinkedInLinkedIn remains a top destination to connect with professionalsLinkedIn has a staggering 15

29、more content impressions than job postings.2With 830 million users,LinkedIn may not be the largest of the social networksbut the platforms specific focus on business targets a niche audience.1LinkedIn has transitioned from a recruitment platform to a professional network where users inform themselve

30、s and learn about other companies in their industry.1 News.LinkedIn,20222 Business.LinkedIn,2022 15 Omnichannel video creative playbook 2022 MediaoceanMake the start count Communicate your main message in the first 10 seconds of the video.Use visual storytelling,not audio Rely on animation or other

31、visual means to engage viewers and add captions throughout.Pair with an offer Video ads have both a copy message and a CTA button underneath them.Keep text short and clear.Consider the context While you educate,inform,or entertain,remember that LinkedIn is a business-centric platform.Think about com

32、municating a message that helps viewers get their jobs done or provides relevant thought leadership or other industry information.LinkedInDURATION Videos can be between 3 seconds and 30 minutes.Less than 30 seconds is recommended.Read the complete video ad specs here.1:110801080px16:919201080pxHoriz

33、ontal9:1610801920px4:510801350pxVideo adsSquareVerticalVerticalNotes for effective use16 Omnichannel video creative playbook 2022 MediaoceanPinterestPinterest is where people browse,discover,and buy45%of people in the US with a household income over$100K are on Pinterest.1Pinterest is where people b

34、rowse,discoverand buy.80%of weekly Pinners havediscovered a new brand or product onPinterest.1433 million people use Pinterest every month to find ideas and inspire their next purchase.11 Business.Pinterest,202217 Omnichannel video creative playbook 2022 MediaoceanUse a great cover image Select an i

35、mage that communicates what your video is about at a glance.Start strong Grab the viewers attention right away with a clear hook.Dont assume audio is on Many Pinterest viewers have the sound off.Use captions and text overlays to communicate the meaning if muted.Choose video pin copy wisely Titles(up

36、 to 100 characters)and descriptions(up to 500 characters)will help your video get discovered via search.PinterestDURATION Videos can be between 4 seconds and 15 minutes.6 15 seconds is recommended.9:1610801920pxSquareVerticalVertical1:110801080px2:310001500pxVideo adsRead the complete video ad specs

37、 here.Notes for effective use18 Omnichannel video creative playbook 2022 MediaoceanSnapchatSnapchatters are young,valuable,and highly engagedThe Snapchat community has buying power,influence over household spend,and forms life-long brand preferences.Snapchat reaches 90%of all 1324 year-olds and 75%o

38、f all 1334 year-olds in the US.11 BusinessHelp.Snapchat,202275%Snapchat reachesof all 1334 year-olds in the US19 Omnichannel video creative playbook 2022 Mediaocean9:1610801920pxVerticalVideo adHero from the first frame,but keep it exciting Feature a single product or person immediately,but avoid op

39、ening on a solid frame with a logo or product only.Make it(very)brief According to Snapchats creative guidelines,35 seconds is the sweet spot to drive action with video ads.Show your offer quickly Provide an offer message by the second or third second.Leave room at the top Snapchat applies brand nam

40、es and headlines in the upper left.Keep the top 150 pixels clear of meaningful content to avoid overlap.Use Snap features Feature UGC-style content and Snapchat-inspired features,speak directly to the camera,and follow Snapchats bite-sized linear storytelling model to engage users.SnapchatDURATION V

41、ideos can be between 3 and 180 seconds.Less than 6 seconds is recommended.Read the complete video ad specs here.Notes for effective use20 Omnichannel video creative playbook 2022 MediaoceanTikTokTikTok maintains a highly engaged shopper-base and consistent usersTime spent on TikTok surpasses time sp

42、ent on“traditional”social networks.Its closer to YouTube.1TikTok is already a major discovery vehicle,and the platforms new in-app shopping capabilities are designed to drive more lower-funnel behaviors.20.6%of TikTok shoppers said they buy products on TikTok“all of the time”.48.7%of shoppers said t

43、hey buy products on TikTok“sometimes”.11 eMarketer,2022Easily build out campaigns and boost performance with Spark Ads,previews,and quick creation features21 Omnichannel video creative playbook 2022 Mediaocean9:1610801920pxVerticalVideo adKeep a single focus Vertical video is the ideal aspect ratio

44、to keep one product or person front and center.Use text captions TikTok videos often use text to reinforce the message.Bring the noise TikTok likes to describe itself as an entertainment platform,rather than a social network.Music and sound are integral to the viewing experience,so plan with that in

45、 mind.Move fast A standard TV commercial is slower than typical TikTok content.Use fast scene changes and a quick pace.Go native Lower the production value and utilize TikTok effects to keep the vibe authentic to the TikTok experience.TikTokDURATION Videos can be between 5 and 60 seconds.915 seconds

46、 is recommended.Read the complete video ad specs here.Notes for effective use22 Omnichannel video creative playbook 2022 MediaoceanTwitterConnect with whats happening and build cultural relevance25%of a consumers purchase decision is determined by a brands involvement in culture.1Consumers purchase

47、from brands that they find culturally relevant.Theres a 73%correlation between cultural relevance and revenue.1There is an 88%correlation between spend on Twitter and perceptions of a brands cultural relevance.11 Business.Twitter,202288%correlation between spend on Twitter and perceptions of a brand

48、s cultural relevance23 Omnichannel video creative playbook 2022 Mediaocean9:1610801920pxVerticalVideo adOpen with the product Showcase the product within the first three seconds to drive interest and intent.Clearly position your logo Twitter recommends consistent placement in the upper left or upper

49、 right corner of the video.Use a sound-off strategy Assume that videos may be muted.Underscore your video message with captions,text animations and other visual storytelling cues.Speak quickly,but maintain a large brand presence Get your message across quickly but keep the brand onscreen for more th

50、an half of the video to increase recall.Add a human touch Feature people interacting with your brand,especially in the first few frames,to increase retention.TwitterDURATION Videos can be between 5 and 60 seconds.Less than 15 seconds is recommended.Read the complete video ad specs here.Notes for eff

51、ective use24 Omnichannel video creative playbook 2022 MediaoceanContent formatsNew formatsVideo advertising is increasingly being used for both bottom and top of funnel marketing activities,such as driving brand awareness.To better support lower-funnel calls to action,such as an app download or a st

52、ore or site visit,many videos are accompanied by a more persistent call to action.These may even be personalized to a given audience or region.The challenge of integrating these persistent messages into a core video message that is often filmed in advance has resulted in recurring video advertising

53、content formats.Although the canvas benefits from a larger presentation area,any of these can potentially be applied to any aspect ratio.25 Omnichannel video creative playbook 2022 MediaoceanOverlayThe overlay is a graphic placed on top of the video,which can be a”lower third”banner-like execution o

54、r a floating“bug”that sits in another area of the video.Benefit Branding,offers,and calls to action can be persistent throughout the duration of the ad,making the ad much more actionable(ultimately driving greater conversions).Notes for effective use Avoid covering any important content,such as key

55、story elements or legal copy.Consider making the overlay semi-transparent to minimize impact on the video storytelling.26 Omnichannel video creative playbook 2022 MediaoceanEnd cardThe end card is a segment at the end of the video story that uses the full video presentation area to deliver a message

56、,typically a call to action.Benefit You have the entire video area to present whatever message you like,in any layout,which provides a compelling delivery of a relevant offer or call to action.Notes for effective use The end card should be persistent on-screen for at least five seconds.Use the full

57、screen to deliver an attractive and relevant message to the audience.27 Omnichannel video creative playbook 2022 MediaoceanCanvasThe canvas shows the video story alongside a persistent message that acts as a frame.Benefit The video asset is shown full-length and unobstructed,while a persistent messa

58、ge simultaneously communicates a call to action or relevant offer.Notes for effective use This execution is ideal for larger video presentation formats,such as a CTV screen.A QR code can be incorporated to allow even TV viewers to take immediate action.28 Omnichannel video creative playbook 2022 Med

59、iaoceanNew capabilitiesThe digitalization of TV as well as video is opening the doors to the broad availability of new creative options that scale across all video.We are in an interesting transition,where on the one hand,the deprecation of VPAID has eliminated creative options on the digital video

60、side.On the other hand,creative capabilities are being re-added to the ecosystem with CTV as the primary area of focus.Chief among these capabilities is personalization,which translates to every TV and video screen,large or small.Opportunities for direct engagement through interactivity and shoppabi

61、lity are following,mainly as proprietary offerings.With limited CTV inventory availability,premium format offerings are likely to be a rapidly evolving area of focus to allow CTV publishers to raise margins on existing inventory.Social platforms also often develop their own in-house ad formats to su

62、pport interactivity and shoppability.29 Omnichannel video creative playbook 2022 MediaoceanWhy personalize?Consumers expect personalized experiencesMemorable connections require curated messaging rooted in individual behaviors,preferences,and habits.71%of consumers expect companies to deliver person

63、alized interactions66%of consumers are influenced to buy a product for the first time by messages tailored to their needs78%of consumers are more likely to make repeat purchases from brands that personalizeSource:McKinsey,2021o Cosmetics30 Omnichannel video creative playbook 2022 MediaoceanWhy perso

64、nalize?Advertisers have seen the benefits of personalized marketingAs an industry,advertisers have reported tangible lift in key business objectives when using personalized advertising.Source:eMarketer,202131 Omnichannel video creative playbook 2022 MediaoceanWhy personalize?Advertisers have seen th

65、e benefits of personalized marketingAcross categories,our advertising partners have shown a lift in metrics spanning brand perception to engagement in conversions.Source:Mediaocean,2021-2232 Omnichannel video creative playbook 2022 MediaoceanData feedsUtilize product catalogs or other data to includ

66、e viewer-relevant information,such as the details of product or service offering.Benefit Leverage up-to-the-minute product information in TV+Video ads without non-stop production deadlines.Notes for effective use Ensure product information is onscreen long enough to be legible.Once a process has bee

67、n set up to retrieve data and render it into video creative,much of the work is complete.New campaigns leveraging the same data can look different with data to feed video ads across multiple channels.33 Omnichannel video creative playbook 2022 MediaoceanLocation-based messagingDeliver relevant video

68、s based on where the viewer is located.Benefit Provide messages focused on a local market,to drive local store traffic or to feature locally available products,services,events or offers.Notes for effective use Location-based messaging can be more efficient than geotargeting,which involves managing m

69、any line items.Use targeting if you need to cap frequency within regions.Choose an effective default message for cases where geo data is not available.Especially for regions outside the US,ensure that geo data coverage is sufficiently precise for your needs.As one of the most widely supported types

70、of personalization,location-based messaging can sometimes be an effective stand-in for other options,such as audience-based messaging.DIRECTV SponsoredLove the Padres?Watch em all season long on Bally Sports San Diego with DIRECTV STREAMStreaming All-new streaming packages available.34 Omnichannel v

71、ideo creative playbook 2022 MediaoceanTime/date-based messagingDeliver relevant videos based on when the ad is viewed.Benefit Drive interest in time-sensitive offers,such as upcoming sports games,movie releases or sales events.Notes for effective use Time/date-based messaging should include time zon

72、e information and not run past the relevant time window.It can be used to update videos to provide a countdown to events such as a product or movie release.35 Omnichannel video creative playbook 2022 MediaoceanStory sequencingUse multiple videos in sequence to tell an extended story that spans multi

73、ple ads,and/or align messages to different stages of the marketing funnel.Benefit Combat creative wear-out by modifying your message over time,and/or build the viewers interest in a recurring character or situation.Notes for effective use Sequencing may work well as a lead-in to time-sensitive produ

74、ct releases.Provide a clear connection between multiple ads in a sequenced story.Ensure each ad is still effective as a standalone message,and that the sequenced story still progresses even if a viewer fails to see some ads.STORY SEGMENT 1:Intro to push awareness of productSTORY SEGMENT 2:Provide mo

75、re detail to drive considerationSTORY SEGMENT 3:Highlight purchase call to action to drive conversions12336 Omnichannel video creative playbook 2022 MediaoceanTime-of-day messagingDeliver a message relevant to morning,afternoon or evening viewers.Benefit Highlight products relevant to mealtimes or v

76、iewers time of day experiences(e.g.sleepy in the morning or relaxed in the evening).Notes for effective use Account for time zones when delivering time-of-day messaging by pairing with geotargeted media.Ad 1 of 1 1:05 37 Omnichannel video creative playbook 2022 MediaoceanWeather-based messagingDeliv

77、er a different video based on current weather or climate conditions.Benefit Show a product or service that is made more relevant by current atmospheric conditions,such as high or low temperatures,pollen count,or precipitation levels.Notes for effective use Ensure you have a message that is suitable

78、for all conditions,and/or a fallback creative you can run when conditions dont match your message.VideosUp Next11/12/22 Game Highlights A win like no other,the game got heated in its final.11/10/22 Game HighlightsNewsOn DemandPackagesContact UsSign InSeason Highlights:An OverviewReleased 11/15 at 6:

79、40 PSTAd38 Omnichannel video creative playbook 2022 MediaoceanAudience-based messagingDeliver a video message that aligns to a specific viewer profile.Benefit Leverage knowledge of your customers and products to show a message that is designed to appeal to a certain type of consumer.Notes for effect

80、ive use Either pair this with audience-based targeting or ensure that you have a different message for every potential viewer segment(This may be a tailored message for each possible segment or specific messages for certain segments along with a default message for others).39 Omnichannel video creat

81、ive playbook 2022 MediaoceanQR codesQR codes can be scanned using any smartphone to open a URL,providing a direct path to a website visit,app download,or other digital conversion.Benefit Provide TV viewers with a way to“click”ads and drive conversions or other desired viewer behavior.Notes for effec

82、tive use QR codes should be reserved for use with TV/CTV inventory,since clicks are usually an option on desktop inventory,and scanning a code is impossible on mobile inventory without a second phone.Make the QR code persistent for the duration of the ad and accompany it with a clear call to action.

83、Ensure QR codes are large enough to be scanned from a distance.40 Omnichannel video creative playbook 2022 MediaoceanInteractiveEnable viewers to engage directly with the video,either via mouse,touchscreen,or TV remote.Benefit Increase viewer engagement with ads,empower them to explore more brand co

84、ntent,and learn from viewer behavior.Notes for effective use Viewers have to learn to use interactive options on the fly,so interactive experiences are often standardized into templatized formats,especially for social and CTV.Make sure to understand and work within the available options per channel

85、or platform.Decide in advance what interactive-specific metrics will be useful to you,such as tracking specific viewer selections or understanding additional time spent beyond the standard video duration.41 Omnichannel video creative playbook 2022 MediaoceanShoppableShoppable ads support the ability

86、 to initiate a purchase directly from the ad unit.Today,these are most commonly seen in social and are emerging in CTV.Security concerns(real and imagined)make shoppable ad formats less common in open web contexts.Benefit Drive sales directly from video ads to capture impulse buys and reduce barrier

87、s to conversions.Notes for effective use Shoppable ads need to win consumer trust by providing an experience that feels consistent and integrated with the provider they run on.Follow platform format requirements and recommendations and experiment with different channels to see which convert well for

88、 you.42 Omnichannel video creative playbook 2022 MediaoceanOne system for all TV+Video advertisingAmplified creativeSupports next generation advanced TV+video creative (personalized and/or interactive)wherever possible,whether via standardized or custom formats.Simplified reachFacilitates easy deliv

89、ery and distribution everywhere,even in cases where specialized on-ramps exist(e.g.,CTV-specific encoding or walled garden-specific upload and trafficking protocols).Unified measurementEmpowers holistic analysis and optimization towards business outcomes,even across disparate viewing experiences.Our

90、 goal is to support the following across all TV+Video channels,including Linear TV,CTV,online video,and social video:About Mediaocean Mediaocean is the mission-critical platform for omnichannel advertising.With more than$200 billion in annualized media spend managed through its software,Mediaocean c

91、onnects brands,agencies,media,technology,and data.Using AI and machine learning technology to control marketing investments and optimize business outcomes,Mediaocean powers campaigns from planning,buying,ad serving,and creative personalization to analysis,optimization,invoices,and payments.Mediaocean employs 1,700 staff across 30 global offices and supports over 100,000 people using its