The future of the internet is television. Michael Litt – Co-Founder & CEO - Vidyard
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The future of the internet is television.
Michael Litt Co-Founder & CEO - Vidyard
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Our (view)topia?
Help businesses succeed through the strategic use of online video.
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Predictions, 2016.
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Is Video Important
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Video is important
> 92% of respondents say YES.
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To meet demand, the majority of content will be produced in-house
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To meet demand, the majority of content will be produced in-house
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Video Insights are Increasingly Important..
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Video Insights are Increasingly Important..
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Call out what Basic, Advanced & Intermediate mean 10
Video Insights are Increasingly Important..
Volume MeasurementLess than 5 videos produced annually5 to 10 videos produced annually11 to 50 videos produced annually51 to 100 videos produced annuallyMore than 100 videos produced annuallyNone52%14%11% 9%6%Basic35%54%43%39%31%Intermediate 7%23%29%30%25%Advanced 6% 9%17%22%38%
> 50 Videos = 2.5X more likely to use Intermediate+ Insights
63%
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Video Insights are Increasingly Important..
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Focus on the fact that IF people are tracking the success of the content and IF they are planning to invest more morey, the content is likely succesful! 12
Video isnt just for marketers...
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Video isnt just for marketers...
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Benchmarks, 2016.
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When is Video being watched?Social Video vs. B2B
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Social Video is a toilet strategy (Dubsmash)
B2B Video is an afternoon strategy.17
On what devices?
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When is Video Published?
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Probably combine majority of analysis with slide 13 (number of videos published by industry)
About the DataAgain, a huge spike in February in every single industry. The biggest fluctuation is in retail, which makes sense as theyre probably the most influenced by seasonal fluctuations in purchase patterns.If people get their new budget in January, February is where marketers start to use that budget.Another peak in June for 8 of the 9 industries. Again, with the change in season, this is likely to keep the momentum going at the beginning of the summer. Financial services had a peak in December, as well. Why? Because almost everyone gets anxious around this time because (a) its the biggest spending season of the year for consumers and (b) the start of a new year is the perfect time to re-visit budgets and planning.
Recommendations/Education
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Videos and Scale
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Length of Video?
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Avg. Video Length ~ 8 min@michaellitt
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About the DataAverage video length is 8 minutes. This is likely pulled up significantly by videos like webinars that are 30-60 minutes.The majority, 56% are less than 2 minutes long73% are less than 4 minutes longTheres drop off from 420-1200 seconds (7-20 minutes), but then the length picks back up again, suggesting that most people are producing videos less than 7 minutes or more than 20 minutes in length.
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Attention Span?
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Engagement: Viewer Drop-off@michaellitt
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About the DataThe longer the video, the lower the engagement. Most of the engagement drop-off comes in the first 10% of the video, though.
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Engagement: 95th Percentile@michaellitt
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About the DataThe top 95th percentile of attention spans keep their audience engaged for the entire length of the video for videos less than 90 secondsThere is a fairly significant drop-off beyond 90 second videos with the next highest attention span being 44% of viewers watching all the way to the end of 90-300 second videos.
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Engagement: 80th Percentile@michaellitt
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About the DataThe top 80th percentile of attention spans keep their audience engaged for the entire length of the video for videos less than 90 secondsThere is a fairly significant drop-off beyond 90 second videos with the next highest attention span being 36% of viewers watching all the way to the end of 90-300 second videos.
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Engagement: 50th Percentile
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About the DataThe top 50th percentile of attention spans keep their audience engaged for the 66% of the video for videos less than 90 secondsThe next highest attention span is 36% of viewers watching all the way to the end of 90-300 second videos (same as the 80th percentile)
Recommendations/Education
Note that distribution for mobile vs. desktop is not feasible based on the data thats available.
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What about Personalization?
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Personalized Video: Engagement
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Making Content more personable works. Adding a face, making it less one to many and more one to one.29
Live Q&ARich Kline VP Sales Engineering Salesforce
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Need Rich Kline Headshot 30
Rich Kline Pie in the Face Video
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The Next Industrial Revolution.
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Who knows what these are?
Im going to need longer then 5 minutes.
These are the Kish tablets, better known as the first examples of the written word, the pictographic dating from 3500 BC.
The important note about these tablets, is that they tell a story. In this case, its a story about a dude putting on a new pair of shoes (I think).33
4936 years
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From this point, people shared stories on stones, pieces of metal, by the spoken word for 4936 years. 34
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Until Guttenberg rolled around.
According to Western civilization, Guttenberg invented the printing press. The first method to mass produce stories, hand-scribing books was no longer scalable as the middle class became more educated and learned to read.
An educated middle-class, caused the emergence of capitalism. The year was 1436.35
400(ish)
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From this point, people shared stories on stones, pieces of metal, by the spoken word for 4936 years. 36
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Then this dude named Maxwell came along.
Maxwell was playing with electricity and magnets + the concept of transferring energy across long distances, when he built this37
@michaellitt
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TL;DR is that the induction coil, can take a low-voltage DC supply and create a high voltage pulse that ignites a spark gap over broad distances.
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@michaellitt
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This spark gap, then became a method of communication, known as morse code. Morse code was a technological innovation which was utilized to win wars.
But radio still wasnt commercial. Unlike the printing press, and its impact on the written word and mass availability of books, it didnt trancend the living room
That was until 1921
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Dempsey1921
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Tex Rickard did an awesome job telling the story of this fight. George Capentier on the right, a WW1 french fighter pilot hero, vs. the lazy carpenter a bonified draft dodging american. 40
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1921 Dempsey vs. Carpenter. 80,000 fans congregating in Jersey making for the first $1MM booking for a live event 41
David Sarnoff
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David Sarnoff, caught wind of this fight and realized his opportunity.
He broadcast the fight to RCA radios located all over the North Eastern US and more then doubled the audience that was able to receive the fight. No radios in homes? No problem, they put them in pubs, street corners and stores.
The consumer electronic craze had become.
Radio became an even more scalable method of sharing a story live, on-site. 42
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Then, the first moving picture became a reality. Combined with radio broadcast technologies, we could now broadcast moving pictures via the same technology (radio waves) all over the world. 43
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The internet is a technological conduit. Its not a product, its a utility well think of the founding of the internet like the discovery of electricity. 44
@michaellitt
http://Tim Berners Lee
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televisioninternetdigital videosmart / app-based mobilemobile videoaugmented / virtual reality?192719902003200620092011xxxx
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Whether or not this happens (TERMINATOR)
Were going to have to figure out how to market & sell in the interim. 50
Your conduit to the world.
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unit coststechnology
=device volume
utility
InventionInnovation
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To research what was the $/utility or $/unit that drove smartphone adoption?53
Disruption of Legacy Industries
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Probably combine majority of analysis with slide 13 (number of videos published by industry)
About the DataAgain, a huge spike in February in every single industry. The biggest fluctuation is in retail, which makes sense as theyre probably the most influenced by seasonal fluctuations in purchase patterns.If people get their new budget in January, February is where marketers start to use that budget.Another peak in June for 8 of the 9 industries. Again, with the change in season, this is likely to keep the momentum going at the beginning of the summer. Financial services had a peak in December, as well. Why? Because almost everyone gets anxious around this time because (a) its the biggest spending season of the year for consumers and (b) the start of a new year is the perfect time to re-visit budgets and planning.
Recommendations/Education
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Disruption of Legacy Industries
#Viewtopia16
Probably combine majority of analysis with slide 13 (number of videos published by industry)
About the DataAgain, a huge spike in February in every single industry. The biggest fluctuation is in retail, which makes sense as theyre probably the most influenced by seasonal fluctuations in purchase patterns.If people get their new budget in January, February is where marketers start to use that budget.Another peak in June for 8 of the 9 industries. Again, with the change in season, this is likely to keep the momentum going at the beginning of the summer. Financial services had a peak in December, as well. Why? Because almost everyone gets anxious around this time because (a) its the biggest spending season of the year for consumers and (b) the start of a new year is the perfect time to re-visit budgets and planning.
Recommendations/Education
55
Disruption of Legacy Industries
#Viewtopia16
Probably combine majority of analysis with slide 13 (number of videos published by industry)
About the DataAgain, a huge spike in February in every single industry. The biggest fluctuation is in retail, which makes sense as theyre probably the most influenced by seasonal fluctuations in purchase patterns.If people get their new budget in January, February is where marketers start to use that budget.Another peak in June for 8 of the 9 industries. Again, with the change in season, this is likely to keep the momentum going at the beginning of the summer. Financial services had a peak in December, as well. Why? Because almost everyone gets anxious around this time because (a) its the biggest spending season of the year for consumers and (b) the start of a new year is the perfect time to re-visit budgets and planning.
Recommendations/Education
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The future of the world is magic.
Michael Litt Co-Founder & CEO - Vidyard
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