Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Todd Patton – The visual internet

24 Aufrufe

Veröffentlicht am

It's no secret that we’re living in a visual era. An era where everything and everybody have the power to share visual content in an instant. But is the possibility and excitement of visual internet fixing or hurting our digital world? Where does it lead us when we shift from text to imagery?

Veröffentlicht in: Business
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Todd Patton – The visual internet

  1. 1. TwentyThree™ – The Video Marketing Platform twentythree.netHamburg 00:23 The Visual Internet 1
  2. 2. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg2 “The branding and stickiness value of video means that every viewer is worth 
 (in the marketing sense) 10X more than a 
 reader of text content (maybe more).” Rand Fiskin
  3. 3. TwentyThree™ – The Video Marketing Platform twentythree.netHamburg 00:23 A Brief History of Visual Sharing on the Internet 3
  4. 4. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg4
  5. 5. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg5
  6. 6. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg6
  7. 7. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg7
  8. 8. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg8 On average, there are 1,000,000,000 mobile video views per day 2018 +10 billion available images Facebook gets +8 Billion average daily video views 3 billion Snapchats are created every day Sources: https://www.brandwatch.com/blog/39-youtube-stats/ https://sproutsocial.com/insights/facebook-stats-for-marketers/ https://en.wikipedia.org/wiki/Google_Images https://www.omnicoreagency.com/snapchat-statistics/
  9. 9. twentythree.net 09:00 AM #komfosummit #evolutionofvideoCopenhagen, Denmark TwentyThree™ – The Video Marketing Platform 9 Technology Early browsers didn’t do video, and when they did video format support what fragmented. Flash paved the way for a decade making encoding and publishing possible, though not easy. Consistent, built-in browser support started about five years ago. Cover 88% of users today.
  10. 10. twentythree.net 09:00 AM #komfosummit #evolutionofvideoCopenhagen, Denmark TwentyThree™ – The Video Marketing Platform 10 Services Technology change made it possible to build services around video. YouTube is the canonical example from 2005, but a bunch services empowered publishing and playback. For online marketeers the outlook fragmented both for video, for social publishing and for marketing tools in general.
  11. 11. TwentyThree™ – The Video Marketing Platform 09:00 #komfosummit #evolutionofvideo twentythree.netCopenhagen, Denmark Youtube 11
  12. 12. TwentyThree™ – The Video Marketing Platform 09:00 #komfosummit #evolutionofvideo twentythree.netCopenhagen, Denmark Youtube Mobile appsVideo site section Blogs & Embeds FacebookTwitter 12
  13. 13. TwentyThree™ – The Video Marketing Platform twentythree.netHamburg 00:23 The Advantages of Visual Sharing 13
  14. 14. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 14 80% -Cisco How much of global internet traffic will video make up by 2019?
  15. 15. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 15 1,800,000x -Forrester If a picture is worth 1,000 words, how many words is a video worth?
  16. 16. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 16 Videos are processed by the brain 60,000 times faster than text. Sources: https://www.entrepreneur.com/article/245003
  17. 17. TwentyThree™ – The Video Marketing Platform twentythree.netHamburg 00:23 The Disadvantages of Visual Sharing 17
  18. 18. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 18 “Humans are hardwired to avoid demanding cognitive strain, so this tendency toward “laziness” will, more often than not, invite us to choose information that is easy to process over the form that makes us put out a lot of effort.” -Entrepreneur Sources: https://www.entrepreneur.com/article/245003
  19. 19. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 19 8 seconds The attention span of the average consumer. Sources: Microsoft
  20. 20. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18  Website ~ 4:59 mins 67% 20 How much of my video do people watch in 2018? Even when a video is played, the experience context matters. Owned media is up to 50x better at driving engagement. Youtube ~ 01:14 mins 23% Facebook ~ 0:06 mins 4%
  21. 21. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 21 However… Sources: https://www.entrepreneur.com/article/245003
  22. 22. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 22 “When we watch a video, we become immersed in it and create an empathetic connection with the screen. If you want your visitors to fall in love with your content, it makes sense to deliver it via video.” -Entrepreneur Sources: https://www.entrepreneur.com/article/245003
  23. 23. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 23 We need to responsibly create visual content that adds value. On average, there are 1,000,000,000 mobile video views per day +10 billion available images Facebook gets +8 Billion average daily video views 3 billion Snapchats are created every day
  24. 24. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 24 10% 0-2 mins 23% 2-5 mins 11% 5-15 mins 28% 15-45 mins 28% 45+ mins What videos are being produced? What videos are driving engagement? 54% 26% 9% 6% 4% 0-2 mins 2-5 mins 5-15 mins 15-45 45+ Create value for your audience!
  25. 25. TwentyThree™ – The Video Marketing Platform twentythree.netHamburg 00:23 Visual Sharing + Marketing 25
  26. 26. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg26 1. The majority of marketers are only using video 
 at the top of the buyers journey. Strangers Visitors Leads Customers Promoters Attract Convert Close Delight
  27. 27. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg27 2. Are Marketers Properly Measuring Video
 Through the Funnel? (No) Video is being measured by the equivalent of decade-old 
 vanity metrics like clicks. Source: TwentyThree’s State of Video Marketing Survey 2018 55% Amount of plays 36% Likes/shares of video on social 38% Engagement 24% Conversions 18% Leads generated 27% We haven’t defined success
  28. 28. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg28 3. You’re most likely producing the wrong videos. 51% 30% 12% 5% 3% 0-2 mins 2-5 mins 5-15 mins 15-45 45+ 11% 0-2 mins 21% 2-5 mins 18% 5-15 mins 20% 15-45 mins 30% 45+ mins What videos are being produced? What videos are driving engagement? Source: State of Online Video 2017 We tracked over 1 billion plays and saw that successful videos don’t have to be under 2 minutes.
  29. 29. TwentyThree™ – The Video Marketing Platform 09:00 twentythree.netDallas #Videomw18 29 10% 0-2 mins 23% 2-5 mins 11% 5-15 mins 28% 15-45 mins 28% 45+ mins What videos are being produced? What videos are driving engagement? 54% 26% 9% 6% 4% 0-2 mins 2-5 mins 5-15 mins 15-45 45+ And it’s changing even more in 2018:
  30. 30. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg30 4. Marketers are stuck on a platform or two.
  31. 31. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg31 5. Are you running video on every possible platform?
  32. 32. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg32 6. By not using trackable video on your website, 
 users are leaving your website to YouTube. Just when you’ve captured their traffic and invested in moving them down your funnel, you send them away. Nike’s lack of video on their website, drives users out of the funnel to YouTube.
  33. 33. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg33 7. Marketers are driving 100,000 email 
 recipients off to a 3rd party platform Email 3rd Party Platform By not having trackable video on your website, you’re forced to drive them to a third-party
  34. 34. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg34 8. Your lead scoring and attribution data is off by 50%
  35. 35. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg35 79% of marketers use video for brand awareness, whether that’s on social, YouTube, or on a website, video can quickly relay your message to prospects. TwentyThree’s State of Video Marketing Survey 2018
  36. 36. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg36 Engagement helps you know you’re creating value for your audience. However, only 38% measure video
 engagement on their website. TwentyThree’s State of Video Marketing Survey 2018
  37. 37. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg37 Quantitative Marketing funnel Conversion Lead generation Results-oriented
 Data-driven business Qualitative Communication Storytelling Engagement Human Relational Video
 Marketing
  38. 38. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg38 Add value to your visual content! Find & measure the right length/type of visual content that engages your audience Challenge 01 02
  39. 39. twentythree.net TwentyThree™ – The Video Marketing Platform 00:23 Hamburg39 Todd Patton todd@twentythree.net https://www.linkedin.com/in/todd-patton/ Marketing Expert Series The Marketing Expert Video series brings insight into the field of marketing from the world’s most tactful marketers, CEO’s, and thought-leaders.

×