They also found they could tweak specific elements to significantly increase view-through rate and impact, including showing the product in use when sound was turned off, giving the narrative a clear focus in vertical viewing, captured people within the first three seconds, and increasing the pace of the story in newsfeed environments.Īn interesting number the team hit upon was that only 16% of brands were optimizing for the newsfeed, a fairly low number considering how many brands are putting up video on social newsfeeds. Resized to square to increase visibility in the feed.Cut down the film to maximize action and focus viewer engagement.Lightened the footage for better comprehension in the feed.
Added supers to contextualize the narrative.Updated the title card to grab viewer attention.They took their television spot, Life Happens in 5, and optimized it a number of ways for feed, then tested it against the original and found the best ways to maximize it for higher consumer recall. “They’re watching it without sound and they’re typically watching it vertically, which has a big implication on the dimensions of the video itself,” said Landesman.Īs a study, BBDO utilized video from four brands it works with, including Wrigley. In social, the intake is much faster, and people have the option to skip the content completely if they don’t like what they see right away.
SPOTLIFE TWEAK TV
They then realized that there was a big difference between how people were watching video in-feed versus other environments, like TV and pre-roll. The company did a lot of research with Facebook but looked at all newsfeed environments where someone could come into contact with video, including Instagram, Twitter, Pinterest and other social feeds. The first area studied was around the newsfeed. 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.” 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. 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.
As the video landscape continues to grow and evolve, we have made a commitment to exert that creative excellence across all video formats and channel touchpoints,” said John Osborn, chief executive officer at BBDO New York. “BBDO has always been recognized for creative excellence and storytelling.
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