DMAWest 2018 - Using Video to Market Your Destination
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Learn best practices for video, what destinations use video in unique and new ways to promote, plus how influencers equip for the final product they make.
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DMAWest 2018 - Using Video to Market Your Destination
- 1. Using video to effectively market your destination
- 2. A DMO, a tech company and an influencer walked into a bar...
- 4. increase in Facebook videos published worldwide Source: AdAge 75% 94% 360% increase in number of videos showing up in FB news feeds increase in Facebook videos published in US
- 5. YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the U.S
- 7. Mark Rudyk @markrudyk Director of Marketing & Communications
- 8. 8 Using Video For Your Marketing
- 9. • Video makes up 74% of all internet traffic • Video Builds Trust • Google Loves Videos • Video Encourages Social Shares • Video Appeals to Mobile User ⁃ YouTube reports mobile video consumption rises 100% every year* 9 Why Video is Worth the Effort *Source:http://www.insivia.com/27-video-stats-2017/
- 10. 10
- 11. 11 Short Form vs Long Form
- 12. • Good for Clickthroughs – Bring them to your landing page • Ad Inventory – Size Counts (:15 or :30 second max) • 56% of videos created by businesses two minutes or less and 53 percent of videos that are 90 seconds or less are watched to completion* • Perfect for Social Media – Google Posts! 12 Short Form Video
- 14. • Tell a Story – Build Brand affinity • Good to capture attention • 2-6 mins sweet spot for long form • Front load message? 14 Long Form Video
- 16. By device, long-form content now represents: • 98% of all time spent watching video on connected TVs, up from 83% the year before;; • 81% on tablets, also up notably from 51% the year before;; • 65% on computers, nearly doubling from a year before (35%);; • 55% on smartphones, a 26% increase 16 Long Form Video
- 18. • Automatically Play • Facebook/Instagram: 3 Seconds • Youtube: 30 Seconds • Twitter: On Click • Sometimes not even visible 18 Social Video: What counts as a view?
- 19. • Be platform specific • Keep content short • Keep content fresh • Post regularly • Include call to action • Optimize video title and description for search 19 Social Video Best Practices
- 21. 21 Marketing Your Marketing: Organic vs. Paid
- 22. • Created your message, now what? • Distribute on all existing channels • Embed on your website/blog • Use paid boosts on social – refine your targeting • Youtube videos - promote with AdWords • Pre-Roll Ads – least interrupting experience 22 Marketing Your Marketing: Organic vs. Paid
- 23. • Video advertising platforms (SpotX, Virool, etc.) • Allows for native placement • Advanced Targeting • Some guarantee views (defined as 75% view) • Customize with other features (banners) • Programmatic & cross-screen functionality • Inventory on connected devices 23 Video Advertising Platforms
- 24. 24 Marketing Your Marketing: Organic vs. Paid
- 25. 25 Marketing Your Marketing: Organic vs. Paid
- 26. • Dynamic HTML5 banner ads with Video • More interaction with dynamic visuals • Shown to have higher click-through: +22% higher CTR than static ad versions 26 Marketing Your Marketing: Video Display
- 28. 28 Video For Your Website
- 29. • Full screen backgrounds (HTML5) • Grab attention with first shot • Don’t rely on sound • Think about color/webpage integration • Shoot for high quality look/feel • Design for different devices (responsive/AMP) • Keep file size small • Have static backup 29 Website Video Background Best Practices
- 30. • YouTube Embed Code • Use video API feeds for advanced interface • Use website plugins for responsive ability (CMS) 30 Embedded Video on Website
- 33. Benefits of Video and Email: • Boost open rates by 19% • Boost click-through rates by 65% • Reduce unsubscribes by 26% 33 Video in Email
- 34. Split send with/without: • Click/open ratio with video was 38% • Without 12% - a 300% difference 34 Video in Email Testing
- 35. Multiple Ways to Approach: • Embedded .GIF • Click-through Call to Action • Landing page/blog video • HTML5 embed 35 Video in Email
- 36. Creative Use of Video By DMOs
- 37. in video!
- 45. Key takeaways from Go NOLA 1. Combine still images to create the effect of video 2. Use polls to create an interactive experience 3. Use video to learn about your audience
- 48. Key takeaways from Visit Tuolomne Cty 1. Choose stories that help remove uncertainty for visitors 2. Storyboard your narratives 3. Walk a mile in your visitor’s shoes
- 52. Key takeaways from Visit Stockton 1. Put a face to the people of your destination 2. Integrate Instagram Stories with your website and partner social accounts 3. Consistent format and theme
- 54. Key takeaways from Discover Tasmania 1. Start small - turn photos into videos 2. Get raw footage from your local partners 3. Template your production
- 56. Key takeaways from Visit Savannah 1. Format videos for mobile viewing habits 2. Consider videos for utility not just entertainment 3. Use animated GIFs/short videos to stand out in the newsfeed
- 59. Key takeaways from Destination BC 1. 360 videos for outdoor experiences 2. More effective at events vs. viewing on a desktop/mobile 3. Still experimental
- 62. Key takeaways from Tourism Toronto 1. Take creative risks 2. Make your video feel “real” even if it’s shot by professionals 3. Consider all elements of your video - music, pacing, etc...
- 63. Bringing Videos To Life
- 64. ● Continues to be a powerful visual medium ● Moving pictures are visceral ● Immerses you into the experience ● More tools than ever from small scale to large- format
- 65. Choosing the right video gear 1. Gear comes in all shapes and sizes 2. Handheld to complicated rigs 3. Choose based on style of video / mobility
- 66. Budget option (< $1,000) Pros: On-the-go filming, Good quality video & audio, Benefits of stabilization Cons: Gimbal can malfunction, High quality but “flat” picture $50-$100 $100-$300 $ varies
- 67. Cinema-style video ($1-4,000) Pros: Mobility, High quality video, good quality audio, Distinct look Cons: Learning curve, processing power, not as mobile
- 68. Video editing can get very complicated Best to keep it simple Hardware: MAC platform Software: iMovie for basics Final Cut Pro for flexibility and control Software
- 69. 1.Don’t get carried away! 2. Use effects that are appropriate to the shot and story. -Timelapses -Sliders and Steady Cam -Slow motion -Drones -Gimbals -Swipe/zoom transitions Tips and Tricks
- 70. Key takeaways for DMOs: 1. Pre-interviews are crucial to determine what kind of content the storyteller wants to produce 2. Find the ideal environments for storytellers and set them free a. Interesting spaces b. Anything that identifies it as “local” to your destination c. Walking tours are great 3. Everyone is creative in different ways; try to design a program/itinerary that allows for flexibility a. Some prefer photos, some prefer videos b. Allow the “access” that storytellers will need for the “shot”