Wednesday, May 6, 2015

Digital Strategists: 3 Ways to Differentiate Using Mobile and Video Storytelling

The opportunity to differentiate by tapping into under-invested mobile video is now and using video storytelling is how to break through. As a graduate student at Northwestern in Integrated Marketing Communication (IMC) and a research and strategy professional, I've found two articles that you will find interesting. 

Our friends at Adage recently published an article titled, Mobile Ad Spending Lags Use, But Not for Long, eMarketer Says, which states that consumers are watching less TV, but engaging more with video in other formats. While this isn't necessarily breaking news, the gap in spend among mediums is. The eMarkerter study found that:   
  • TV makes up 90% of video ad spend and 77% of time consumers spent with video
  • Mobile gets only 3% of video ad spend and makes up 12% of time spent with video
  • Total time spent on mobile devices is up to 2 hours and 51 minutes per day, likely as a result of simultaneous device usage
With time on mobile devices steadily increasing and the lower share of video dollars spent on mobile, there is a great opportunity to capitalize and reach viewers. 

http://www.havasmedia.co.uk/2015/01/the-future-of-video-and-its-consumption/

Adage also recent helped break news that the video game Guitar Hero is getting refreshed. The article, Guitar Hero Live: Activision Updates Classic For New Generation, explores some of the new updates, which includes live action video. The new live video elements or video storytelling, puts the consumer at center stage (literally) and builds a strong emotional connection with the consumer. The new game uses the theme of Stage Fright, an emotion that research among consumers showed was greater than even death. Guitar Hero Live builds upon the emotion, using video storytelling and a fictional band (made up of real actors) to show how stage fright can impact performance. As Activision CEO stated, "putting the player on a real stage, in front of a real audience -- and creating this sense of stage fright was the "meaningful, breakthrough reinvention" that made a new game launch worthwhile." The experience that the video storytelling created, was the driving force behind the launch. 

There is an opportunity in mobile and video storytelling can help to seize it. Here are the three steps that should be taken to capitalize on mobile opportunity using video storytelling:
  1. Go mobile-It is an efficient way to reach your users and there is less clutter than with other platforms
  2. Get focused-Learn about key customer moments or emotions and use them in your video content
  3. Tell stories-And maintain them throughout all aspects of your campaign, it will help differentiate
Differentiate video content by putting the customer first and using video storytelling. Ensure that the customer's experience is felt within your video to help it separate from the clutter. Use these experiences and build upon them to create relevant content throughout your brand interactions.


Brian Blake is a student at Northwestern University pursuing a Master’s degree at Medill School of Integrated Marketing Communication (IMC). He leads the Research and Insights team at a CDW. He has experience in brand and corporate strategy, brand research, copy testing and VoC.  @brianblake_me 

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