Get the free download offered at the end of this talk: Investment in video advertising is growing rapidly, particularly on mobile. With more …
[Applause]
in the past years you've seen video kind
of explode everywhere
Facebook's made this clear they've gone
all-in on video
Cisco's says they project video
increasing four times by 2021 B2B
companies are finally seeing the light
they're seeing video it's a very
powerful medium for their messages and I
just want to kind of get a show of hands
of who's here today how many of you guys
are just getting into video or haven't
started yet
but are interested raise your hand okay
about twenty ten percent and how many
guys have already been using it
successfully okay okay so you guys are
fairly seasoned I'll introduce myself my
name is Allen Martinez, I'm the founder of
Noble Digital a digital marketing agency
actually a creative production agency
actually, in Southern California we
primarily focus on digital marketing
that means building brands funnels it
means websites, apps, videos you name it/
I've got my start at the Art Center
College Design – Pasadena where I was on track to
be a creative director so I've learned
all kinds of content production flows;
photography, video, websites, graphic
design, you name it. One of my teachers
there was with Lynda Weinman you may know
her from lynda.com that was the platform
she sold to LinkedIn for 1.5 billion
dollars and if I was smart… I would have
continued on that path but instead I
chose to be a filmmaker director and so
I'm gonna show you a piece I did as a
student let me give you some context
what you're about to watch ok this was
done in the 1900s, no joke… this is when
CGI was just coming out with video today
you can buy templates you can buy
wireframes you can assemble this pretty
quickly now, but this was done from scratch
and this took months and months of work our
months of rendering on mainframe
computers (it wasn't on a Mac) I could
probably do this in a couple days now
but I'm just gonna giving you the
context of the blood sweat and tears I
even had like film students kind of
saying like – I don't
understand what we're doing… So check
this out:
hey you over there hey you want a piece
of me? Eh?
all right pal put it right in
[Music]
so I was kind of into the Coen brothers
Hudsucker Proxy. I'm paying homage to
Bugs Bunny and Tex Avery. that's where
it came from
So this got me around town and I
was lucky enough to get hired by a
Quentin Tarantino's company: A Band Apart
and they had a new commercial division
and they wanted someone young to kind of
go with their whole troupe of directors
that they already had there and so I was
kind of launched into the whole
Hollywood system. I worked with these
Hollywood crews which are amazing
they're some of the best in the planet and I
can say that 'cause I filmed all over the
planet and they're amazing and I'm not gonna
even talk about that today okay? we're
gonna talk about how to make money… I'm
holding a storyboard
these guys are laser-focused on my board
because this commercial is going to run every
day, several times a day, across several
channels, for over a year. There's a
hundred million dollars of media spend
behind this ONE video. okay? So this is
video at scale. Over the years I've been
really fortunate to work with some of
the most amazing brand managers and
somehow they've entrusted me with about
twenty five billion dollars of media
spend behind the work I've produced for
them and so you're gonna see a lot of
the companies I work with they're all
over the gamut… They are telecoms, SaaS
platforms, APIs you know, food and even
outdated video rental companies… but I've
even done a film with Milo any "This is
Us" fans? yeah Gilmore Girls right? I
don't know if he takes his shirt off I
don't remember but check it out prime
video yeah that's actually free if you
watch it on video… but it sounds like I'm
all over the place but the fact is
creatives work across horizontals and
verticals. This is because we're
basically trained to engineer
experiences around a human storytelling
vibe. When we deal with like a startups
for example – these are some of the
investors that I've been involved with
the clients that we serve – we like to
look at a startup from the whole
picture, like to get a whole picture of
what's going on
this is the business model canvas this
is a picture of your entire company and
so we focus on where we can create value
and we tend to focus on value on this
side of the spectrum and we do that with
creative content we do that with funnels
we do that with Facebook campaigns
programmatic… you name it okay and so if
we were to actually break this all down
and a bunch of elements that looks
something like this
this is how we build something from
scratch or this is how we actually
diagnose a company when they're having
problems with their flow we're not gonna
talk about any of that today though, we're gonna
talk about just video but I want to show
it this way because video is not this
isolated thing… it should fit into an
entire experience and that's part of the
problem why some of your videos don't
perform as well as they should.
Quick question which one of these three
accounts for 80% of a campaign success?
How many believe it's the "right message?"
raise your hand
A couple… How I believe it's the "right time?"
how many believe it's the "right place?"
how many have no idea what I'm
talking about right now? okay
the answer is the right message. These
are kind of the three pillars of what
makes a campaign work. Andrew Robertson made
this clear when he confirmed this
through Facebook's data and Google North
America's data that the "right message"
accounts for 80 percent of the return
path and I confirmed this also with
smaller SMB statistics where it doesn't
matter what I'm talking bout B2C or B2B
it's pretty much kind of saying the same
thing… and what that means to you guys is
that instead of focusing so much of your
energy and all these "placement" and
"timing" platforms and in "tech" and "tools"
it's only about 20% of the impact that
you're gonna have when someone's
actually considering you guys… right? so
you need to focus on your creative
message first and foremost and –
now that you understand this when you
see a prompt like this in facebook
asking about are you ready the best
placements? that's not the right question
to ask. They're a media company.. of course
they're gonna ask that! They're not going
to get into your business about your
creatives because that's not what they do!

The only real question is are you running the
best ads for your objective. So
we're going to talk about how to
optimize your video before you start to
promote it, Some of you
marketers are thinking "how is that
possible with my feedback loop?" We'll get
into that later… but we have to be a little
more proactive about this. So first and
foremost your brand and your business
need to be tethered tightly and that's
one of the biggest problems I see when
someone asks me to make a video I'm
going right to here. I'm saying okay what
are you guys about? What are our users about?
and if I don't get really clear answers
that's really where we need to focus
some of our energy and then once we have
that figured out then we wrap that
around the story. The problem I see a lot
in a lot of companies is
they're using a different kind of
workflow than what I would use. They're
using crisis and management workflows to
do something creative and this kind of
workflow leaves no room for insights no
critical thinking let alone
creativity!
So you can't really let new ideas
flourish and this in this kind of
climate… So Brian Chesky made this
clear but he said "the DESIGNING of an
experience uses a different part of your
brain than the SCALING of that
experience" and he really understands
this separation between executing and
actually ideating something. So make
sure that you plan enough and figure
this out ahead of time because if you don't
you're gonna start getting prompts like
this… @here Facebook's telling you cut
your video in half?? that's epic failure!
So invest in ideation put some proper
time and don't put that on a "clock
deadline" Frameworks… they're nice. This
is a great starting point but a lot of times I
see frameworks as an ending point
sometimes too. So make sure that
you're actually getting what you
really want in your head… the vision that
you were hoping for. Make sure that
you're dealing you're getting fidelity
out of the piece that you want. Now if you're a
startup and just getting going, maybe you
don't need FULL fidelity… but then again
you know, if you don't look quite as
polished as you need to be that could be
a problem. So really what I'm
talking about here is "getting what you
pay for" so it's really up to you. So this
gap between strategy and execution
really stems from the users and your
product market fit and we need your
brand messaging house to be in order.
This is just a front facing slide but
actually all this is documented
it goes really deep on each pillar and
the foundation and this informs
everything that we're gonna make across
the entire funnel. A funnel is
meaningless without this! I'm not going
to talk about this today but if you ever
want to talk to me we can go deeper on
that. So another view of how your video sits
I'm assuming that you have this
foundation of your branding and
messaging down to a tee… Story comes from
thesis and antithesis your thesis is
your product your antithesis is your
customers pain points… and that
tension between them being "brand loyal"
or not even understanding why they need
to go with you is that story
to tell them until they have a change
This is nothing new this came from
Aristotle's Poetics…
he defined these key metrics around
emotion and the changes in an emotion
all the crises that happened 2,000 years
ago and still being used today. If we
take just one point… let's look at a beat
Skyler says – this is a Walt's wife
"where were you?" So that's a loaded
question for anybody to take right?
Understand that this is built upon
other scenes okay… Every scene is
built upon multiple beats and each of
those scenes build upon sequences
so we start to map this all out you have
sequences… you have acts… and then you
have your whole story here and then on
top of this you have to layer in all
these different episodes and build up to
a climax at the end of the season and
then go on for years and years. This is
story design. So we think of a
screenwriter building on a character for
a film it's not that different than
creating a customer profile and by the
way marketers you guys are worried about
someone watching your video for 30
seconds this guy's got people hooked for
years! Think about that. You guys need
story. It's not that different, it's very
similar. Our KPIs are emotional goals
okay did the actor have an emotion? If
you they have an emotion… you're going to
have an emotion… you're going to feel
something. That's it!
That's what story's about. Marketing
needs more of that because if they have
that and they feel something… then they're
gonna take action. And so if you
look at the three-act structure through
the lens of marketing it's really a
customer journey and it starts from the
one end to "I don't want it. I don't I'm
not interested I already got the brand I
like… well… it looks kind of interesting
maybe I'll try it too."
"Okay I'll give it a shot – oh it's
actually pretty good!" and then: "wow this
is actually pretty amazing I want to
tell all my friends about this" That's it.
And that's why we can work across any
company B2B, e-comm… doesn't matter cause'
it's that same story but then
customizing that journey so that people
actually feel something along the way.
Now Aristotle also contributed to modern
marketing… He said "all persuasive arguments
must have three elements in order to be
effective." He called these elements the
Appeals three appeals were Ethos, Logos
and Pathos.
so I know a lot of guys are thinking
This is where all your marketing is
working this is where the intent is that
right and so you have your case
studies, your explanation videos… that's logic
it's an argument to to reason and then
who are you guys… what are
you guys about? @hat do you what do your
customers say about you? This is pretty
much what marketing has been digital marketing
been for 15 years. What you're missing is
that top layer and you're thinking
Allen but all the "intent" is there… why would I
even bother to build that top funnel?
well have you ever taken a look at what
search might look like at any given hour
of any given day it looks a lot like
this okay it's a very tough space to be
in people are not in their heart they're
in their mind. They've already made their
mind up. They're already brand loyal.
They're not listening to you… A lot of
things are going on there that you're
combating so when you start to introduce
Pathos… and this is what he said not me…
Aristotle said "Ethos and logos are
IRRELEVANT in the absence of Pathos
(which is emotion) The reason why you need
this because there's low friction at the
top. People haven't made a decision about
what they're going do.
They might not even know that they need you
yet right? So this is a wonderful place
to be in… so people are more curious,
they're more open and they're able to recall
you better because you're telling them a
story. Video allows you to create a
space in the users mind so they remember
that story. I mean when's the last time you
guys remember the last AdWords sentence
that you saw? Anybody?

Can a video have all three at the same
time? Silence. so you can say yes. yes?
no? Yes. I'm gonna show you case study. I
was excited to have a chance to help a
startup using all the best practices I
learned from bigger brands. I was
wondering would it work for a small
start-up. They did not have a hundred
million dollars of media spend… not even
tenth of that. Not even a fraction.
So let's see how it turned out in this
video we're gonna show you exactly how
our campaign for Plated.com helped them
get to a hundred million dollars in
revenue in just 18 months time new on
the scene Plated was a funded
startup freshly, financed by shark tank
investors
so they needed scale-up fast. Noble
Digital stepped in to help them launch
their national TV spot. Plated needed to
capture new trials and long term
customers… it was clear that a video of
just slow motion food shots would not be
compelling enough for an impactful
launch so the foundation for creating
the brand-response video started by
interpreting Plated's data and surveys
to help us find the "seed" for the big
idea that positioned plated as uniquely
as possible. In the strategy phase I had
to channel the signal from the noise
sifting through a sea of data until I
zeroed in on a set of polarizing
keywords that helped me transform plated
user profiles into memorable characters
and a storyline that customers could
quickly identify with. As a result of
listening to our audience's needs and
concerns that the video I design
contained multiple layers of
communication. So on one layer the video
eliminated sales objections
for example plated's food is "thoughtfully
pack at the source" but surveys revealed
that their packaging was quite important
to our savvy health-conscious audience
so I handled this by integrating the
packaging on screen without losing the
narrative flow. The data and keywords
also helped me focus and identify the
pain points of their urban lifestyle that
Plated helped solve, so everything was
strategically designed so that when
potential customers saw the video, it
would feel as if they were watching a
cinematic story about themselves… not an
advertisement. When surveys came back and
showed that 83 out of a 100
people would try Plated upon seeing the
video just once. An 83%
response rate was a great sign but would
the marketplace match the same result?
Our video ranked in the top three spot
within just weeks of airing. The TV
metrics platform i-spot TV confirmed
this i-spot score of 8.6
of a 9.9 maximum was derived
from their formula which tracks
behavioral patterns from first-screen
to second-screen searches within a
10-minute window of airing all driven by
3 different calls to action. Based on
customer actions i-spot's listening tools
could attribute searches to our unique
links and the results clearly showed that
we outperformed the industry average by
almost double. The most profound impact,
according to i-spot TV data, is that our
video for Plated outperformed their much
bigger competitor: Blue Apron
by twice as much, but only using
half the media spend. The video started
as a 30 day "test" that continued to
outperform in it's category for an
additional 18 months straight. Running
nationally, several times a day
Plated more than doubled their working
capital from new investors since the
video's launch in January 2015.
Proof that even small brands can use "big
brand" strategies to succeed and scale!
but the story doesn't end there…
"It's the largest exit ever. They can't
tell you what it was but I'm an investor
and I will, 300 million dollars
this is huge and it just gives you an
idea of how the American Dream can play
out on Shark Tank.
These guys are classic Shark Tank story;
excellent and executional skills and
marketing logistics" "You know we it's
been a hell of a helluva ride the last
five years and we wouldn't be here
without supporters like like Kevin and
our early investors and you know… to
all the haters out there… like we did it!"
So a one month test turned into eighteen
months of non-stop customer acquisition.
That's pretty nice. I want to give you a
counter to that, just to be fair…
Potato parcel, which is another shark
tank company was nice enough to let me
show some numbers… they're getting a
2.5 return on their
investment in ad spend and they can't
run it all the time. They have a
different business model, it's not for
everybody. It's very niche but they can run
around holidays and certain sales
cycles that they understand but they
know their business very well and it's
working for them so it really depends on
your business. And he said to himself

grabbing attention" He said it not me and
so how much did you spend on your video
I have no idea I really don't… but I'll
just say that it should be tethered to
your business goals. okay. So I'm gonna
shatter something right now right here.
The Dollar Shave Club fantasy. You're
gonna spend forty five hundred dollars
and you're gonna make millions like
Dollar Shave Club did. It's just not true. The
CEO was an actor pulled a favor. The production
company said it should cost
$50,000 dollars actually. You
don't think twice about hiring talent
when it comes to your company, so you
have to think about your asset
as something that should drive
performance. So a salesperson you're
gonna pay them a quarter million dollars
a year they better be bringing in
millions of dollars of revenue, right?
It's just math and the same respect
so should your video
okay video can do this. I just showed you
an example and I've been doing it for a
while.
It does work. The video will work for you
24 hours a day… won't take a vacation and
what's interesting about video… I'm
being very conservative here, more than
one person can watch a video at the
same time. Thousands and millions can
watch at the same time. When you start
doing at that scale… then it becomes like
24¢ cents an hour… so this is what these
people are doing here in this image. It
means something more, now that I've
shared some things with you.
They're holding their video accountable and
at the top is where you want to invest the most
money… it's got the least friction and
this is equivalent to like your landing..
landing page of your website. If
people don't get past this? they're never
gonna get to your website. So it becomes
very important. Don't confuse
videographers with filmmakers a
videographer can be great at filming,
editing maybe and do some motion
graphics which is great but sometimes
you might need an entire ensemble to
create something very powerful. These
are the kind of crews I work with. I'm
gonna show you real quickly, I'm gonna
stack several workflows because I'm
managing separate teams they're all
creative but they're not talking to each
other until they come to the day of the
set which is crazy right so this is what
it looks like… This guy is doing some
tech research for me I'm trying to
figure out if I can map something onto a
body. It's new and we were playing with
it we were having issues with it as
you're gonna see. It's not quite
following her… we have a "latency" issue
you don't need worry about what that
means, that's what you hired us for…
Then my choreographer is taking my story
that I want to tell… interpreting it and
telling the dancer a story that she's
interpreting from my story okay? which I
got from the client… so the client, down
to me, to the team… This is my
post-effects guys who are also
contributing to the story of how we're
gonna use special effects to enhance
that story and so when we finally arrive
on the day to shoot everything
everyone's together. My cinematographer
is working with me and the lighting
crews working with me to make sure that
everything is in alignment with the
story that we want to tell. okay? and so
when you put everything together and you
marry all those together, you end up with
the story. And it becomes more powerful
because you have an ensemble of people
looking at it.
And of course besides the video we ended
up with a bunch of still imagery too so
you can repurpose this as well.
That's why branding is so important because
you start to see more opportunities. We
didn't even plan to do any still images
but we actually pulled it out out of our
test for the graphic designer and it just looked
beautiful. So this is why video is so
powerful. This is the one medium that
has all these other artistic mediums
within it! Right? And you have to manage
all that. This is where I want you to
focus your energy; Story, branding,
performances, emotion. Stay in your lane.
it will give you years
back of your life… okay? and if you're
wondering how do I start? This is how you
would start… with data. I bet you didn't think
a creative guy wasn't talking about data
but I'm gonna go there! Check this out. So
this is flow I'm gonna share –
I'm used to from working with bigger
brands and some of you guys already do
it, some of you do part of this… but we
start with quantitative data and you're
just trying to get insights what's going
on in the marketplace. What the users
doing and it might look like a sea of
data which you saw in the Plated video
This is what I was helping them with.
They came to me said we want to make a
video and was basically like a nice
slow-motion shots of food and I was like
"Why?" it was not really – They weren't even
using the data they had, to figure out
what the story should be. So you would go
through the sea of data and you
would find – They would create a marketing
brief, which would define what they need
to do. That marketing brief would
then need to get some "data synthesis"
where we're gonna refine the qualitative
aspects of what the the data should be
doing. I'll show you right here this this
is a nice example I just found online
Quantitative data is the "black and
white", factual things that you want to do
the qualitative part is the touchy-feely…
So you're taking what the business
strategy wants to do and you're turning it
into something outward-facing…
for users to feel something… and then
you want to kind of like – you don't want
to show that the "seams"
so to speak you want to have this be
"seamless" okay? Most of the time I never
get this. Unless it's a really big
company, I get maybe the red part or
maybe just the objective and that's it.
and so that's what was happening in the
Plated thing I was like what are we
doing here? right? So you go through those
insights and you might find one
"Children typically share their
bedroom when they have a single parent"
and it – it's not sexy as it's not
really emotional not really a story
right so someone somewhere creative and
goes "hey what if we captured the moment
when a child got their own room wouldn't
that be cool?" and that's where you talk
with the C-Suite. You say hey I have an
idea and you pitch it to them they say:
"oh that's kind of cool but see our users
actually the mom it's not the kid"
yeah but the creative is thinking: "Do
you want emotion or not? The mom is
always going to take care of your kid
first" or whatever… he's gonna pitch
WHY it should be that or not. It's a
discussion. It's a
collaborative dialogue… So I'm going to
show you an example. This is for Zillow
When you watch it, notice the
emotions that you're feeling okay we're
gonna talk about this wheel afterwards
here we go. "lunch might work
you got the notice – Looks like we're
all moving – Sweetie you don't want to
move either see after school
[Music]
sorry no closes my room gonna be
[Music]
Zillow find your way home." – So the arc
there – people talk "character arc"
"story arcs" the arc was going from this
pensive: "what's gonna happen?" "we
don't know" to: joy… and the app kind of
help them get through that, seamlessly. If
you notice that the app kind of took a
backseat which is kind of cool and they
made it about the users. This what we mean
by "user centric storytelling" it's not
just a term it actually means something!
and I'm also showing this because if you
look at this. there was two people in an
empty room… that costs NOTHING! Natural
sunlight…
okay so you can make a connection
without spending a lot of money when you
see spectacle, spectacles like: Super Bowl
commercials there's big explosions
there's car crashes you don't always
need that. It's nice! I like to shoot that.
don't get me wrong… but now that you
understand this… I can I don't even have to show
the videos… you know the Snickers ads…
they're going from aggressiveness to
acceptance. Based on their key insight
and then they just go they lean into
that and they make version after version
after version of the same exact key
insight and do variations on that. Very
creative. Which major brand brand dug into
self-loathing and towards – move towards
self-acceptance as the main part of their
campaign strategy. Who would do such a
thing?
Dove. They want to feature real women
never models, they want to portray women
as they are in real life. This is really
important to these guys – I'm gonna show
you a piece at least part of it it's a
little it's about three minutes. I might
show half of it
"I'm a forensic artist work for the San
Jose Police Department from 1995 to 2011
I showed up to a place I had never been
and there was a guy with a drafting
board we couldn't see them they couldn't
see us tell me about your hair I didn't
know what he was doing but then I could
tell after several questions that he was
drawing me tell me about your chin it
kind of protrudes a little bit hmm
especially when I smile your jaw my mom
told me I had a big jaw what would be
your most prominent feature gonna have a
fat rounder face the older I've gotten
the more freckles I've gotten I would
say I have a pretty big forehead once I
get a sketch I say thank you very much
and then they leave but don't see him
all I had been told before the sketch
was to get friendly with this other
woman Chloe today I'm gonna ask you some
questions about a person you met earlier
and I'm gonna ask you some general
questions about their face
she was thin so you could see her
cheekbones and her chin it was a nice
thin chin she had nice eyes they lit up
when she spoke cuteness she had blue
eyes very nice blue eyes
[Music]
so here we are this is a sketch that you
helped me create and that's a sketch
that somebody described of you see
that's
[Music]
she looks closed off and fatter sadder
too the second one looks more open
friendly and happy I should be more
grateful of my natural beauty it impacts
the choices and the friends that we make
the jobs we apply for how we treat our
children it impacts everything." – So
there's always a bad guy in a video or a
story. Who's the enemy in this one? Who's
the enemy? who's the bad guy?(the women)right?
Very complex. If your core value is "love
thyself" then the opposite of that is
"self hate" and then everything in between
is the gray matter. Right? How extreme –
We're all – we all treat ourselves
"lesser than" when we're like critical of
ourselves. We all are there… but you know,
to go to the extreme of "self-sabotage?"
Right? which for example maybe not all
their audience goes that far. So you
might be thinking Allen are all of them in
that place? No. the person who loves
themself, has no emotional issues or
that's "perfect" so to speak, can still
watch this and go: "I know someone like
that that's my mom" or so they feel
they're like they're part of this "tribe."
and so they're connecting everybody
together that's what you're experiencing.
This is going beyond a video. This is
actual experience okay? and that's what
you want to get to. So at the end of the day
we're talking about a bar of SOAP people!
okay? don't tell me you can't do this
with your brand! If a bar soap can do it?
You can do! It's just a decision you
have to make… and just to contrast this…
this is a Unilever product… Well, so is
this. (laughter) Completely different message,
completely different user, completely
different story… this kids on a different
channel, his mom is somewhere – right his mom
is the Dove mom, The Dove mom would
NEVER be caught dead buying this stuff!
it's just – At the end of day, it's
pretty much the same thing… A bunch of
chemicals… right? but we make these brand
associations that are powerful. are there
any B2B SaaS platforms here? yeah and
blocked chain people? yeah I see a
lot of problems within this area
especially the B2Bs because what's
happening is you guys will look – you'll
focus on "sodium chloride" you're like "We
have the best sodium chloride, it's
shipped in from Utah every day, fresh." and
everyone is like "I don't care! Tell me a
story dude!" So how many people are doing
this with your videos already? All this
stuff I covered? How many feel you
are you doing this already? Two hands
went up.
Great. How many would like too? how many?
just a couple?- more? okay more okay good!
Focus on that creative gap. Focus on
emotions. Reconsider
you know – demanding more from your video
marketing strategy and if you guys
aren't sure where to start after this, I
got a little download you can go and
grab and get to thinking about the
emotions of your brand and how you want
to tell that story. The bottom line here is
I just want you think about and walk
away with this: Don't wait for intent…
Create intent… Do you remember what the
first car looked like? Model T Ford What did
it look like? A horse carriage. It didn't
look like a car… it did not look like a
Tesla! I'm trying to help you guys get to
Tesla before everyone else does… that's
that's all I'm talking about.
because both work… both will get you
somewhere across town… but one's going to be
kind of nice and people going to like it and
they're going to want to get in that car
with you… – Thank you for your time. Thank
you very much!

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