Breakfast & Brains September 2012

1. Demys&fying
Cross
Device
Video
Adver&sing
Simon
Yule

2. Overview
1. Gatwick Express
– Video advertising
2. Why is CDVA important? (from a brand perspective)
3. How should brands go about planning for a CDVA
campaign?

3. Gatwick Express
• Express Tracks
– 30 minute music tracks made ‘in sync’ with the
passing landscape.
“It’s about the journey. Not the destination.”

4. Express Tracks
• Video advertising (4 x videos)

5. Why is CDVA important for a brand?
1. Video: Media consumption
– Engagement
– Screen size
– Technology advancements (HTML5 and ABR)
2. Touch points and digital fragmentation
– IMC (user experience – seamless flow)
– Mobile devices have huge social capacity now
– Multi channel marketing
3. Keep in mind how brands operate

6. Some of the best viral ads are video...

7. Planning a CDVA campaign
1. What are your marketing goals?
– Direct Response
– Brand
2. Look at where you are...
... before you launch into anything

8. Planning a CDVA campaign
Research
• Research
– Use your data intelligently
Results Media
Analysis selection
Media
Optimisation
campaign
• Media Selection
– Work in collaboration with your agency to formulate the
best plan

9. Digital video formats...

10. That’s a wrap.