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How to transform a video for sale: SMX West recap

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Cory Henke, Variable Media, presents on video advertising at SMX West 2018.

Video advertising budgets have increased as ad formats and inventory have evolved. In a session entitled Unleashing the Power of Online Video Ads at SMX West in San Jose, California, three speakers shared their expertise in creating messages that connect to audiences and reach them through effective targeting. .

Calling the first 30 seconds of TrueView YouTube ads the most valuable impressions on the Web, Cory Henke, founder of Variable Media, emphasized the need to qualify the audience – to get people who are not interested in pass the announcement and keep those who are engaged with creative hooks. He then stressed the need to plan and develop a strategy for a click type and a funnel strategy.

More broadly on Facebook and YouTube, Henke discussed the importance of understanding the distinct behavioral differences between users on Facebook and YouTube when developing and optimizing creatives.

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Cory Henke compares YouTube and Facebook video advertising.

Here is the presentation of Cory Henke:

"What happens if all the expenses you've wasted for mediocre creations have been returned to your budget? How much would it add ?," producer, creative director and founder of Noble Digital, Allen Martinez , put on the audience.

Martinez said the biggest fall of most companies in video is a gap between strategy and creative teams – and team work. He went on to make a compelling case for companies to disregard their ideas of resources and budgeting to take into account the creative and exponential benefits of engaging creative teams that can execute strategically. .

"Why are media budgets always so clear?" Budgets for creative assets are rarely documented, Martinez said.

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He took traders into the audience through the creative process and discussed how and what kinds of data he uses to inform creative video and develop videos that "create the intent".

Jon Kagan, director of research and auctioning at MARC USA, compared YouTube's YouTube-enabled TrueView ad on television, highlighting YouTube's cost savings, including its paid-for-pay model, piloting of targeted campaigns and its follow-up. performance. However, Kagan said that YouTube does not yet replace television in terms of reach and ability to drive brand research.

Here is the complete presentation of Jon Kagan:


About the author

Ginny Marvin is Associate Editor of Third Door Media. She helps with the daily writing of all publications and oversees paid media coverage. Ginny Marvin writes on paid online marketing topics, including paid search, paid social, posting and retargeting for Search Engine Land and Land Marketing. With over 15 years of marketing experience, Ginny has held internal management and agency positions. She can be found on Twitter as @ginnymarvin.

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