BRANDS & EXECUTION
As the day went on, the Brands and Executions panel addressed the question of whether or not “live is right for [any given] brand.” The panel, moderated by Jeanine Poggi of Ad Age, featured Colin Hornett, Chief Creative Officer, iPowow; Fritz Brumder, CEO, BrandLive; Marc Gawith, Business Development Manager, .LIVE; Vincenzo Landino, Creative Director, Aftermarq; and Mike Mikho, CMO, Laundry Service & Cycle.
In Landino’s estimation, for brands that want to engage in experiential marketing, “live is the place to be.” Landino cited an execution he worked on with Applebee’s, noting that the experience they created in Times Square was then broadcast live on Facebook, creating more than one billion impressions. Its’s a useful tool that can connect brands with a much broader audience than they typically would.
Mikho noted that even though live video has been around for a long time, it does not necessarily fit seamlessly into every brand execution, and that a team isn’t required for every execution. Hornett agreed, explaining that live broadcasts and live web broadcasts can be similar and if there’s not an interactive quality, then the live broadcast can have the same effect as a pre-recorded video, negating the impact of the medium entirely. Gawith added that live can easily be repurposed, as video lends itself to editing and retargeting that can be used for campaigns after the initial airing.
From there, the question moved to identifying the optimal length of a live video. Brumder claimed that Brandlive’s data shows the ideal length to be 18 minutes. He shared that a longer video allows people to “pop in and pop out” of the viewing experience. For Hornett, this principle works for sports and concerts, which have an even longer average view time – Brumder supported this picture with the information that eSports has an average view time of 45 minutes
Poggi wanted to know what the measure of success is here. For Landino, it’s traffic back to the site. Mikho reminded everyone of the need to measure a campaign rather than a single video, likening the measurement of a single video to the effectiveness of a single billboard. Gawith agreed that the critical factor to measure is raised levels of awareness, saying: “we don’t care if there’s any units registered as result of the live video, telling the story and getting your message out to new circles that could benefit is our objective.”
Poggi then asked what mistakes brands are making. Mikho immediately and emphatically stated “poor quality.” The entire panel seemed to agree with this sentiment as he continued to note that HD streaming is in fact a thing now and there’s no excuse for not doing something as simple as testing a stream before broadcasting, comparing it to walking into a store and seeing a product with shoddy packaging on a shelf. Hornett urged brands to do something big. As was common throughout the day, he begged brands, advertisers, users and creators to join in the Wild West, otherwise known as live.
This panel was a reminder that now is the perfect time for brands to be experimenting and placing big bets with live. They did warn, though, that brands still need to make sure things are coordinated and rely on the same delivery principles as traditional video.