NEW YORK July 22, 2011
Ogilvy’s Advanced Video Practice works with brands to take video engagement beyond the "viral" view; targeting measureable engagements that place viewers directly into the sales funnel. Over the past two years the team has been developing strategic interactive video experiences for IBM, Nestle, DuPont and other global clients. The practice has evolved and expanded as more clients seek to martial the growing opportunities in the online video space.
Robert John Davis
"The industry thus far has taken a ‘build it and they will come’ approach," said Davis. "The reality is, the marketplace is much more advanced than that. It is not just ‘TV 2.0’ – a new way to get TV programs online. This is a vibrant, interactive engagement medium that goes beyond watching videos to engaging with videos. As advanced video opportunities continue to grow across mobile and device-oriented experiences, maximizing this channel is vital for a brand’s success. Video is too important to treat as an add-on to TV or web marketing efforts."
The practice focuses on several key aspects of online video: the creation of strategic content, video search engine optimization (VSEO), the production/distribution of video across multiple digital platforms and measurement. It brings together experts from online video strategy and production with the Neo@Ogilvy search practice and OgilvyEntertainment, to provide clients with a full service online video platform.
Maximizing the potential of YouTube as a marketing channel for clients is one of the key ways in which the practice has grown. Among its signature achievements is the creation and implementation of global and regional YouTube strategies for IBM, Raisinets, Purina, DuPont and others.
Creating content informed by online consumer behavior is central to the team’s approach.
Using a best-in-class technology work flow managed by Ogilvy’s Redworks, the Advanced Video Practice has developed a low-cost solution to distributing and transcoding high-quality video content that is optimized for viewing across different video channels. Davis notes that, "historically users have not expected high quality from online video, but that is changing. Our process puts the same emphasis on visual quality that we apply to our television work. Anything less is not acceptable to today’s top brands."
The Ogilvy Advanced Video Practice is part of a fully integrated offering across all of Ogilvy & Mather’s disciplines and practices.
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