In the first part of the interview with Robert Davis, Interactive Marketing Director and Director of Advanced Video Practice over at Ogilvy New York, we talked about what Ogilvy was offering with the AVP (Ogilvy's Advanced Video Practice) team and Rob's approach. Today in the final part we take a look at some of Rob's ideas on content itself.
It's always great to hear from big names across the industry and Ogilvy is one of the biggest, so the opportunity to chat with Rob about online video in general was something that I jumped at. After we chatted about AVP and Ogilvy we wandered off into some other areas of the industry and I thought I would do a little brain picking to see what he thought about some content types.
Viral vs. Targeted Demographics
Rob said that it seemed like the viral craze has come and gone and that many advertisers were more interested in targeted demographics and a more focused audience that was more likely to buy something that the advertising was promoting.
That's now starting to include drill down to regional and local which it seems advertisers are suddenly more interested in. This was always easy to achieve in TV advertising I imagine, you found a local TV station and placed your ads there. Not as easy online but now the tools are there I think so that it is far easier to do. Other targeting methods like dayparting, etc are still popular but the big rising trend according to Rob appeared to be this geographical targeting to the regional or local level.
Branded Content vs Advertising
Rob stated that many clients weren't at all clear on the differences between branded content and paid advertising and since paid ads are becoming more advanced, in terms of things like True View, ASq, Polite pre-roll, video ads seem to still be at the fore. He did mention that clients with more mature online video strategies are looking at both and trying to merge them as both advertiser and content publisher. I wrote an article yesterday talking about Red Bull and how they're nailing branded content by almost un-branding it (Branded Video Content Helps Red Bull Find Its Marketing Wings).
Rob was also sure to state that there is a lot of focus on SEO.
Original Web Series
As you might recall I talked about Proctor and Gamble pulling their support of soap operas and moving to more online, informational endeavors. But in the same breath I said that there are a lot of places, like St. John-Fisher Entertainment Network which are picking up that slack, and those audiences it seems.
Rob said that clients seemed interested in say an idea and would become hands on with the product and help to develop it. But the interest is peaking in how-to and reality stuff over the more scripted stuff. So for example, a company with cooking products might be looking to get into a series about how to cook or how to do tricky, gourmet items or plan for something around the holidays, like say, Labor Day.
Juxtapositioning and Content Cohesiveness
In the early days, and for a long time Rob said, advertisers were more concerned about not being next to certain kinds of content. But more recently that has been replaced with a more focused approach based on what they do want to be next to. User-generated content is beginning to appeal to brands because over time, the brands have realized the value of it and have become more comfortable with it overall.
Again, speaking with Rob was a great experience and as you can see, he was certainly full of all manner of interesting information. It was nice to get a sort of peek inside the workings of one of the larger names in advertising and find out that they were seeing things that were fairly in line with a lot of what I was seeing elsewhere in the industry. Those more advanced ad units seem to be popular with advertisers and consumers alike, ads tend to work better when put next to content that complements it, viral isn't as important as stronger targeting. Since the second is easier to do in general, that's no big surprise. If I were advertising and paying to do so I would much rather have my ads in front of people who might buy the product or at least display some sort of purchase intent versus just random video viewers.
Hopefully, you found something interesting in this series and I thank Rob for his time and hope to maybe catch up with him again and see how things are shaping up over at Ogilvy so we can compare it to what all those research reports say.
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