Posted onOctober 7, 2014
Ogilvy & Mather’s Advice to CPGs: For Digital Video, Throw out Your ‘Three-Act Play’ Plan
AN INTERVIEW WITH: Rob Davis,Executive Director, Content Marketing and Advanced
Video Practices, Ogilvy & Mather
March 13, 2014
As CPG companies begin shifting more money to digital video, marketers should be looking closely at how the content is made and how users are consuming it. Rob Davis, executive director of content marketing and advanced video practices at agency Ogilvy & Mather, talked about the disconnect between web video and TV, and how CPG brands can be more effective in reaching their audience.
Question: What should be top of mind for CPG brands, which are historically television-heavy, as they increase spending on digital video?
Rob Davis: How important the first five seconds of video are. The industry’s knee-jerk reaction for, say, a call to action is by throwing a URL at the end of the video.
People don’t watch web video the way they watch TV video. When we do a TV commercial, it’s going to be a mini three-act play with some type of resolution at the end. The average web view is somewhere between 40% and 60%. In saving that “ah-ha!” moment until the end, assume you’ve already lost the audience. It’s important to get the message across early on in your video.
“An advantage marketers have with online video is they can tell what’s going on at every second of the ad. Look at the engagement. Are people dropping off? Rewinding? Fast-forwarding?”
An advantage marketers have with online video is they can tell what’s going on at every second of the ad. Look at the engagement. Are people dropping off? Rewinding? Fast-forwarding? This is data that you never get from TV.
Question: How can marketers make this content creation transition effectively?
Davis: We tell clients to make content that’s similar to the inverted pyramid concept used in journalism, where a good article is written by getting the bulk of it out there in the nut graphs or first couple of paragraphs. Then, what comes later in the article is there for the person who wants to go deeper into the info. Meanwhile, for the person who just wants to find out the gist of the story, they can get in and out in those first couple of paragraphs.
Question: What about CPG brands that have not done much with TV, perhaps because of budget constraints? Are these companies keen on digital video?
Davis: Those of our clients who have not necessarily been TV-heavy are also making big investments in the online video space, and many of these companies tend to be more developed in their digital strategies. They’re looking more for the lean-forward experience out of the video content.
When talking to different CPG brands about what their success metrics or key performance indicators (KPIs) are, those who are very TV-centric that are running advertising, looking for reach and gross rating point (GRP), are looking for everything that they get out of TV and seeing if they can get it on another platform.
It’s not enough if someone watches it as if it was a TV commercial, but instead they’re also measuring interaction and engagement.
That’s where it starts to get exciting. Even with companies that dip their toes in in a TV-centric fashion, as they see the benefits of the interactivity and sharing, they get excited.
Question: How should you drive consumers to a digital video campaign?
Davis: Any number of blog posts on this topic will say to master the paid, owned and the earned, right? This is true, to an extent.
Companies need to flip that around and focus on owned, earned and paid.
First get the owned media right, which I define as any place a brand can publish without writing a check for that privilege, including their YouTube channel, Facebook page, website and email. Get the base right. Then everything done after builds upon that foundation.
Marketers should want their earned media strategy to be something that expands the reach of their owned media.
Paid becomes the tool that gets you where owned and earned doesn’t, which is where CPG companies are beginning to find a lot of interesting play. It truly builds on the “always-on” notion. Starting with paid is going back to the TV model. What if the budget goes dark for three months and you’re only caring about having good presence
if you have a media budget at the time?
“Even with the companies that dip their toes in in a TV-centric fashion, as they see the benefits of the interactivity and sharing, they get excited.”
CPG brands are starting to address that the owned and earned need to be in place first. They are comprehending that their content is doing more than simply reaching an advertiser for a few seconds before they’re on to watch something else. They are starting points to build your relationship, or a place to continue the relationship.
Question: What are some best practices for CPG brands considering a digital video strategy?
Davis: First, understand why you’re creating the content. With the brands that lean more toward TV, what will be the success factor achieved on digital video that you won’t get on TV? Look at the KPIs.
Is it clickthrough? Is it driving people to a loyalty program? Is it something more than awareness?
There’s nothing wrong with top-of-funnel video advertising on the internet. But, there’s so much more to do. We counsel our clients to think about what the outcome is. Is it a lean-forward experience where we want the user to engage, click and have a deeper
experience? Or, is it truly a lean-back, where we’re assuming they’re watching the content as if they were watching TV?