Kusuma Chumpuree-Reyntjes: “Video has consistently proven itself as the most powerful way to move an audience. It’s effective and impactful, and often the best way to tell a brand’s story.”
Kusuma Chumpuree-Reyntjes is Head of Agency sales at Unruly Germany. At SEMPL, she will speak about emotions and why do they matter in online video advertising.
Unruly is an ad tech company focused on social video advertising. What is your company's mission?
Our mission is to deliver the most awesome social video campaigns on the planet!
Video advertising is gaining its momentum as its share in the digital advertising market is growing rapidly. Why is video advertising becoming increasingly popular and important for advertisers and publishers?
Video has consistently proven itself as the most powerful way to move an audience. It’s effective and impactful, and often the best way to tell a brand’s story.
As Head of Agency Sales you are in on-going interaction with media agencies. In your view, how did the needs of media agencies change in recent years? Where do they get the knowledge and skills with all the new technology emerging every day?
A major shift in the needs of media agencies has been the growth of programmatic buying platforms, which allow for some very smart algorithmic targeting.
We recently announced our emotional targeting capability Unruly Custom Audiences, which allows advertisers, for the first time, to apply emotional targeting to their video buys. This in turn means that content is delivered to people more likely to react in the anticipated way.
Media agencies and brands also understand the importance of genuinely creative, shareable campaigns distributed in the right places to the right people.
Many advertisers are just transferring their TV ads to social and mobile, but as research shows this approach doesn’t work. What should they have in mind when trying to reach their target groups with social or mobile video advertising?
The way users consume content on mobile, for instance, is vastly different to TV-- due to it’s on the go nature, which can affect things like optimal length.
A recent example is the move towards ‘sound off advertising’, as Unruly’s Future Video Survey found that 80.4% of consumers mute video ads.
It’s people first, platform second. Once marketers understand how their audience is consuming content then they can create campaigns appropriate for the environment and then devise appropriate targeting.
Some people think that you cannot make a viral video as it is impossible to predict if people will love it and therefore share it. But your company helps clients to make their content shareable. Which are the rules behind 'science of sharing' or, in other words, how can your algorithms predict that certain content will be shared?
Unruly ShareRank is trained using more than 500,000 viewer reactions to videos and sharing data relating to 2 trillion video views. It identifies which parts of the video influence sharing behaviors – and why.
It can give us interesting insights such as the fact that having a celebrity in your ad rarely has an effect on the sharing numbers.
So we can absolutely predict a viral hit. In fact, we have 80% success in predicting virality on our global algorithm and 90% success on our local algorithms.
Do you notice any difference among generations when it comes to their (non)acceptance of online video ads? Are younger generations more or less inclined to view video ads than their older counterparts?
Millennials are 112% more likely to share ads online they like than any other demographic, but they are also the most likely demographic to install ad blockers.
Four out of every five Millennials will mute a brand’s video ads, and are the demographic that will most likely do so. 74% of Millennials say they lose trust in a brand if an ad feels fake.
At SEMPL, you will speak about emotions and why do they matter in online video advertising. What would be your message to the audience?
As a general rule, if your video is to have a chance of social success, it should be arresting enough to elicit a physical reaction from the viewer (tears, laughter, goose bumps and gasps are all good). If you're serious about creating a viral hit, your video will need to be this funny, this spectacular, this illuminating, this random, this inspirational etc. –if you want to be up there with the best of them.
Online videos are also a valuable social currency, increasingly used as conversation starters, social lubricants, props for self-expression and as a means of winning validation and approbation within a peer group.
If the video you've produced is perceived to have a high value within your target peer group, because it's particularly entertaining, relevant or meaningful to this group, it's much more likely to get passed on.
This year's SEMPL is a story about 1,000 satisfied visitors, a story about a full conference hall, many inspiring seminars and presentations, a story about new ideas and knowledge, new business contacts, great party and you. If you were with us, you know what we talk about – and if you were not, you will come next year.
Eight Golden Awards and the Grand Prix award were awarded at the fourteenth competition at the regional Sempler Awards competition. Slovenian creative agency Luna\TBWA won the Grand Sempler for the best media strategy of the year for the campaign "Laško Duel", which was created and executed for Pivovarna Laško Union.
A nine-member international jury for the fourteenth Sempler Awards Competition for the best media strategies of the year selected 34 finalists from all the entries. 25 shortlisted entries are from Slovenia, 4 from Croatia, 3 from Serbia and 2 from Bosnia and Herzegovina.