This document discusses the evolution of visual content and how people consume it over time. It traces the development from cave paintings and Egyptian glyphs to modern platforms like television, computers, phones and social media. The document emphasizes that marketers need to evolve with new forms of interactive video in order to better engage consumers. Interactive video outperforms traditional pre-roll ads by increasing engagement, awareness, activity rates, completion rates and click-through rates. It also allows marketers to track user behavior through analytics.

1. CONSUMING CONTENT
From VINTAGE to INTERACTIVE:
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2. 10,000 BC
Primitive Cave Paintings Egyptian Glyphs
5,000 BC
Medieval Manuscripts
1,200 – 1,500 AD
THERE HAS ALWAYS BEEN VISUAL CONTENT
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3. Television in
the mid 1900’s
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Computers in
the 1980’s
Phones Access
Internet in early 2000’s
Visual Content
in early 1900’s
HOW WE CONSUME CONTENT EVOLVED

4. Can you imagine if we still had ads like these?
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5. @MATT_SILTALA
Marketers must
EVOLVE

6. 183 MILLION AMERICANS
As online video usage increases,
WATCHED MORE THAN
in January 2014
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48 BILLION VIDEOS

7. @MATT_SILTALA
The Rise of
VISUAL CONTENT
PLATFORMS
With 70,000,000 users, Pinterest
has grown faster than any other
independent site in history
Instagram has 300,000,000 active
users with 1.2 billion likes
per day and 20 billion shared photos
Facebook has 1,000,000,000 active
users with 4.5 billion likes
per day and 350 million shared photos

8. @MATT_SILTALA
VIDEO MARKETING HAS EVOLVED
Interactive Videos Gain
Momentum in the 2010’s
First Clickable Web
Banner in 1994
First YouTube Video
Uploaded in 2005
First “Interactive” Video on
YouTube in 2008

9. Different Platforms
Pre-roll interactive Interactive Video Interactive Programming
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10. Choose a Video
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How Interactive Videos Work

11. Joker Riddler Cat woman
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Choose a Villain

12. Climbing The Bat MobileThe Bat Motorcycle
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Find Cat Woman By

13. Ka-POW!
She Caught you.
Your Bat senses need some refining.
You should have known that
Cat Woman is a wiz with ropes.
Try Again.
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14. @MATT_SILTALA
Choose a Video
How Interactive Videos Work

15. Day out with Ethel Taking a drive with friends Helping Ricky with a show
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Choose an Event

16. Exercise See a show Check out the
Chocolate factory
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What to do with Ethel

17. The Chocolate factory was fun, but
there was a malfunction…
Now Lucy and Ethel
have a belly ache.
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18. INTERACTIVE
OPEN HOUSE
INVITATION
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19. @MATT_SILTALA
3 REASONS
you need to evolve
Consumers want to take an active role in
their brand experiences
Interactive Video Outperforms
static pre-roll in every category
All the user-behavior can be
tracked through analytics
1
2
3

20. ACTIVE ROLE IN THEIR BRAND EXPERIENCE
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1
Consumers want to take an

21. SHARE A COKE CAMPAIGN
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125,000+
Share a Coke campaign posts
shared across digital channels
96%of sentiments have been
positive or neutral
11.8%Increase in brand lift

22. GO PRO’S VIRAL VIDEO
MARKETING CAMPAIGN
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23. @MATT_SILTALA
BILLBOARDS
Passive Advertising is
best for passive devices

24. @MATT_SILTALA
BILLBOARDS
Passive Advertising is
best for passive devices
MOBILE
Interactive Advertising is
best for interactive devices
Click to Find
Out More!

25. @MATT_SILTALA
static pre-roll in every category
2
INTERACIVE VIDEO OUTPERORMS

26. @MATT_SILTALA
65%
ENGAGEMENT RATE
INCREASES

27. AWARNESS LEVELS RISE
51%
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28. @MATT_SILTALA
174%
ACTIVITY RATES LIFT

29. @MATT_SILTALA
20%
COMPLETION RATES ARE
BETTER

30. @MATT_SILTALA
20%
CLICK-THRU RATES JUMP

31. @MATT_SILTALA
Custom Interactive
Campaigns generate
5.6 TIMES
MORE ACTIVITY
than standard Pre-Roll Campaigns

32. @MATT_SILTALA
Get more time than what
you paid for with
INTERACTIVE
VIDEO!

33. @MATT_SILTALA
CAN BE TRACKED THROUGH ANALYTICS
3
All the user-level behavior
DATA IS KEY

34. Track every click to tell conversion rates
Lead Intelligence Response Rates How to be
more effective
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35. use interactive video to
shape future campaigns
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SMARTER MARKETERS

36. @MATT_SILTALA
DATA THAT
Connected to systems you
depend on crm, cms, lms,
analytics, etc.
The key is to make sure
you have it working to
know what is going on
MATTERS

37. Brands leading the change
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38. @MATT_SILTALA
PLATFORM/TOOLS

39. The battle is on
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40. @MATT_SILTALA
The battle is on

41. @MATT_SILTALA
The battle is on

42. So you can all but bet the house
they will be putting more focus on
video in the SERPs to win back
the majority of the market
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?
Either way - Google does NOT like this.
?

43. @MATT_SILTALA
“We’re seeing such demand from marketers
to run more video campaigns and get more reach,”
says Ameet Ranadive, Twitter’s senior director of
revenue product. “It’s about delivering additional
value for advertisers;
now they can come to one place and with
a single click extend those campaigns.”
The message Twitter’s trying to send:
Twitter is so much bigger than just Twitter.

44. Interactive video is redefining
content platforms as well as how
social and community building is
done.
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Marketers must
EVOLVE

45. Follow me on Twitter
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THANK YOU