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How to achieve true video integration

How to achieve true video integration Paul Santello

Integrating video campaigns across multiple screens is becoming more important as viewers move seamlessly from television to laptop to tablet to mobile phone to consume video content. Achieving true integration across screens is the topic of much debate and conversation in today’s media landscape, but can be difficult to achieve. The consumer is moving from screen to screen faster than the industry is able to accommodate them, and those that do it well will need to capture the hearts and minds of viewers.


Addressing this booming opportunity requires several key components:



  • Defining what video integration looks like for your product or brand

  • Knowing what it takes in the way of dollars and assets needed for production

  • Having a process and communication protocol that ensures all on the team are aligned toward a common goal

  • Having clearly defined KPIs that the campaign will be held accountable to

Like most challenges in our industry, the solution lies in clarity of communication and collaboration all along the way. What follows are specific guidelines to help you get there.


We're speaking in tongues


Digital folks and the TV crowd have long spoken different languages. Digital personnel speak of impressions, completed views, cost per view, short form, long form, and newfronts. Television people speak in households, CPMs, 15 and 30 seconds, and upfronts. Because of this variety of terminology, an "integrated video campaign" can be defined in a number of ways amongst different demographics. For that reason, it's important that when discussing integrated video with clients, agencies and vendors, you are able to define what you mean and use concrete examples. To some, it means having your brand woven into the storyline of some video programming -- either digital, TV, or both. To others, it's having one video asset, typically a 30-second commercial that you can buy against a target in television or digital at one price across the board. To others, it’s having a common 30-second asset that lives in TV and digital, and some additional derivative video content that lives in digital. However you define it, it’s important to establish an agreed-upon definition so that everyone is aligned toward the same end goal.


Collaborate and communicate


In today's industry, television and video are more silo-like than integrated, whether you’re looking at the agency world or media partner world. While we talk a great deal about better integration, agencies still have separate TV and digital activation teams, and media partners have separate linear TV and digital sales teams. As such, it requires a tremendous amount of collaborative "silo breaking" discussions, particularly on the agency side and the seller side, to ensure that both sides can come together and deliver against the common goal. The recommendation is to develop a core integration team with one leader and key stakeholders from both television and digital. This team should have frequent status meetings -- at the very least weekly -- to keep everything running smoothly and on track. It’s critically important that we collaborate and communicate often so we can all sing off the same sheet of music.

As Managing Partner of the Los Angeles office, he oversees brand media planning and digital planning and activation for all clients in the Los Angeles office, which include Jack in the Box, Film District, Crown Imports (Corona, Modelo, Negra Modelo,...

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