Video Planning for the World We Live In

This was the topic for our ninth Firestarters a series created for the agency strategy and planning communities to come together to discuss pressing industry questionsWe know from research and experience that viewers no longer think of TV and online video as two separate entities To them it39s all just video What viewers care about is being able to watch the content they love where and when they wantSo the question today is not whether this blurring of video consumption has happened but what we do about it How do we help our brands and agencies adapt to and plan for the world we live in not the world we grew up inWe had three industry experts on hand to explain new research spark ideasamp160and map a path forward Here39s what they shared and what we learnedSherrill Mane Head of MAdTech Strategy for Ipsos Connect started us off with some thoughtprovoking research about exactly how people watch video She challenged the idea that people mainly watch mobile video on the go saying quotOur research proves that mobile video use is happening in the home regularlyquot In a recent survey more than 90 of viewers shared that they watch YouTube on mobile devices at home1 The most common time they watch both YouTube on the TV and on a mobile device is primetime2 People aren39t only using their phones as a place to watch something quickly and move on so quotmaybe we need to stop thinking of smartphones as phones and more like personalized TVsquot Sherrill saidAs people spend more time on mobile at home Sherrill thinks it39s time quotto think about reimagining video to reach people where they are and perhaps more importantly to capture and hold their attentionquotStacey Stewart Head of Integrated Investment for Universal McCann gave us a window into how this kind of change looks and feels on the front lines quotVideoneutral planning and buying means we buy the way people watchquot she saidAt Universal McCann videoneutral planning means combining the strengths of TV and video and blurring traditional organizational structures Now quotTV and digital teams are integratedquot Stacey explained quotTeams own brands from an overall perspective and digital has a seat at the table from the beginningquotInvestments are grouped not by screen or platform but by media behaviors like quotpremiumquot quotcontinuityquot and quotlivequot Each category includes both TV and digital properties and allows McCann more freedom to shift media within these buckets This approach helps McCann reach more people more quickly on all screens The guardrails also help McCann39s clients feel comfortable and better understand this new worldAdam Abramson Director of Digital Content for CBS39amp160The Late Late Show with James Corden started his presentation by asking how many people had seen a particular Carpool Karaoke clip live on TV or on YouTube In our crowd almost everyone had seen it on YouTube sometime after its premiere on CBSThe truth is that Adam and his team don39t really care when or where people watch quotWhether people see a clip on TV at 1238 am or on YouTube 10 days later we39ve learned that people are wedded to great content not the devices they watch it onquot heamp160said What they focus on is creating great content that will get people watching no matter the platform or deviceHaving a new show allowed Adam and his team to toss away silos and invent a new way of doing things quotIn the old world we would make a TV show and then pick which parts we wanted to put onlinequot he recalled quotIn the new world and on our show online has a seat at every tablequotAdam attributes the overwhelming success of the show39s YouTube channel with everyone39s dedication to digital and the talent of its star James Corden quotOur content is genuine to James and embodies the same kinds of traits that make a lot of YouTubers successful interactivity authenticity repeatabilityamp160and shareabilityquot he saidA Fresh Look at 2017 Planning Take a look at where people are watching video today Is your organization structured to plan TV and online video alongside one another The new year is a great time to find areas to break down silos and build greater flexibility into the planning processSources1 GoogleIpsos Connect quotYouTube CrossScreen Surveyquot US July 2016 n6298 consumers 18amp8211542 GoogleIpsos Connect quotYouTube CrossScreen Surveyquot US July 2016 n662 consumers 18amp821154 who watch YouTube on television at home n221 consumers 18amp821154 who watch YouTube on mobile devices at homeClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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