Video Strategy 2019

1. | CNE
IAN EDGAR
The Art of
Science or the
Science of Art?
October 18, 2019

2. CNE
Ian Edgar
Vice President, Creative Strategy &
Video Programming

3. 18
Digital Video
Brands Globally
10 Billion Views
on YouTube
35MM+ Subs
on YouTube

4. Repeated & Repeatable Success
FASHION & STYLE SCIENCE & TECH
BEAUTY
FOOD & DRINK
HOME & DIY
#1
#2
#1
#3
#3
#9
#5

6. → World’s biggest video platform
→ 2nd biggest search engine
→ Richest data available
→ Attention, attention, attention
Why YouTube?

7. Programming Strategically
We’ve learned a lot about what works

8. DISCOVERY
DECISION
CORE

9. Basic Tenets
Clarity, Structure, Insights, Elevations

10. ANALYSIS
DATA
GATHERING
SYNTHESIS
PRESENTATION
IMPLEMENTATION
ASSESSMENT
Cycles of
Iteration

11. Understanding Attention
Understanding Attention

12. Scale Through Creative
New frequencies, jagged elements.

13. New Models For Content
What the internet loves and how it’s different

14. Giving Real Value
Audiences are smarter than you think.

17. The Algorithms Will Listen
The third thing people do most is up for grabs.

18. Values, audience,
creative & data
Everything needs to work in sync.