s I g n i Tim
Everything
W
Darryl Davis
· Issue 19 · August 2012
by Da rryl D avis
hether you’re an advertiser, marketer or agen-
cy, the goal is trying to say the right thing at
tions would be much more likely to convert. You’ve lever-
the right time.
aged that impression you purchased and improved your
Knowing your audience demographic, their geography
chances of a conversion.
and what content they are viewing may give you some clues that drive your creative content. However, within ev-
For the Brand Marketer:
ery audience is an individual who has an opinion about
Using the same Suze Orman video as an example; has
your brand. If you know how each individual felt about
the viewer ever borrowed money from Lending Tree? If yes,
your brand you’d likely improve the probability to say the
your creative might be nostalgic tugging about the time
right thing at the right time.
when Lending Tree bailed the viewer out of a tight spot.
Interactivity enables the marketer to gather info that
Would they share their story via their social network for an
should produce a better outcome. A recent study by Dy-
incentive? If no, the creative might speak to how reliable
namic Logic and DoubleClick, found that “The Best-Per-
Lending Tree is and how easy it is to get started.
forming online video ads utilize the unique features of the web to create an interactive experience with their brands.”
For the Agency
In fact, with regard to every stage in the marketing funnel
Let’s stay with the Lending Tree example. If you’re
across most verticals, video delivered the best opportunity
the agency with the account, you’ve already got the demo-
to improve favorability for the brand.
graphics, geographics and psychology of your target audience down to a science.
For the Performance Marketer
What you don’t know is how the individual watch-
Let’s assume you’re leveraging a video around Suze
ing the Suze Orman money management video feels about
Orman’s money management expertise in a twelve minute
your brand. Ascertain information regarding awareness or
video segment. You know the audience that is watching
intent and you’ll improve your probability of driving con-
cares about their personal finance situation, is likely older
sideration.
than 25, and needs some finance product to solve their
Capture that data in a cookie and you can now retar-
needs. Which one? Interactive capabilities would enable
get them with leading creative driving favorability through-
you to determine the right product by asking leading ques-
out the funnel.
tions, such as “do you know your credit score?” or, “do you own a home?”. The answers to these questions and subsequent questions will drive the offer you would propose to the viewer. The offer you suggest based on the answers to your quesDarryl Davis is the Executive Vice President of SceneChat.com.
No matter whether you’re an advertiser, marketer or agency leveraging interactive, social video technologies will help you do a better job at saying the right thing at the right time. Timing is everything!
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