LIVE FROM OMMA SAN FRANCISCO

So how do brands build advocacy through video content? Mr Youth hosted a panel discussion with four San Francisco Bay Area students to get their candid and honest feedback on how they engage with video advertising. Watch the full conversation unfold here (Click to watch OMMA Video Panel Discussion) or continue reading for our observations and highlights from our student panelists.

(Pictured above, seated left to right: Senior Director of Marketing: Nick Fuller, Student Panelists: Daniel, Monika, Monique & Kristen)

While carrying a full course-load, students still manage to squeeze in plenty of video content each day across numerous devices and platforms. They don’t appear to be playing favorites among online sources, so long as the content is free. Pay-walls for exclusive content (Hulu Plus or Netflix) aren’t as big of an issue, given that the alternative is a costly cable package, which is resulting in nearly 86 percent of students preferring to take their viewership online (– Mr Youth “Class of 2015” study, August 2011). According to our panelists, game consoles are replacing cable boxes, with all four panelists either owning or having access to one for the specific purpose of watching video content.

Daniel: “If I share something, I am putting my approval stamp on it, claiming that I approve of this message.”

When brands get the message right with this generation, the opportunities are endless.  Members of this generation admittedly share video advertising and other content daily across their social networks, with 70 percent actively seeking new sources of content via peer recommendations online (Mr Youth nationwide poll, October 2011). Our panelists recognize the power they have over brands through recommendations across their social graph.

YOU HAVE FIVE SECONDS TO HOOK THEM

Daniel: “I know if the ad is something I will continue watching within the first five seconds.”

A generation skeptical of advertising requires a straightforward approach to your marketing pitch. We do mean “pitch,” since our panelists suggest that the direct benefit of watching the advertisement must be communicated within the “first 5 seconds” or they will instantly tune out.

Still, they know video ads are a small price to pay for free content. Our panelists preferred pre-roll ads best, with the option to select between ads from the same brand. Consider this an opportunity to learn more about their preferences, while increasing the likelihood they will watch. And don’t even think about interrupting their viewing experience with a rollover or other non-linear variation–at best, they find these highly annoying and disruptive.

BE ENTERTAINING, UP FRONT & ON BRAND

Monique: “If you are straight forward, clever & humorous, I am more likely to watch.”

The good news for marketers is that this generation is still very receptive to video advertising. Developing successful content requires paying attention to a basic formula that revealed itself through our panel conversations:

Clear Intention + Entertaining + Intelligent + On Brand = Successful Content

Our panelists view a clear distinction between ads that “try too hard” to be funny or entertaining, and ads that entertain while conveying a clear product benefit. They prefer the latter, and ask that video ads begin from a place of honest intentions (be straight forward about what you are selling, and keep the message on brand) while also making it entertaining.

Daniel: “I like it when a brand is able to make fun of itself & not take itself too seriously. It shows me that they get our generation.”

None of our panelists felt it would harm a brand to crack a small joke about itself every once in a while. They expressed that “big brands take themselves too seriously,” and find brands more relatable when they are willing to poke fun at themselves.

Monika: “It is exhausting to watch a commercial that is pulling at your base emotions & over stimulus. We are rational people & would like to make rational decisions.”

For all of the reasons above, they love the recent Allstate “Mayhem” video campaign. The intention of the ad and benefit to the consumer are clear: Allstate Insurance will cover its customers against the inevitable “mayhem” that happens in everyday life. They appreciate the witty humor and candid nature of the pitch. In contrast, our panelists view advertising as misleading and deceptive when using too much “visual stimulus” as a way of pulling on their emotions. They appreciate advertising that treats them as intelligent, rational decision-makers.

THEY APPRECIATE THE UTILITY OF HOW-TO VIDEOS

Monique: “How-to videos make things functional & relevant to our lives. If you could inject a product into a video while showing me how to use it, I would totally watch it.”

This generation is resourceful and willing to roll-up its sleeves to solve every day problems. How-to videos provide brands with the perfect opportunity to sell-through education, demonstrating the unique benefits of the product while helping the consumer complete a specific task. All four panelists seemed to enjoy these videos and reinforced the value they provide. They also mentioned that they would be very likely to remember the products demonstrated while watching.

THEY GET BEHIND BRANDS WITH SIMILAR IDEALS

Monika: “Brands needs to communicate a bigger ideal to be remembered, more so than any image or name. When I find a video, I want to understand the POV of the person (or brand) that is producing it.”

Genuine advocacy requires more than just creating funny content and hoping that it goes viral. Brand advocates want to know the purpose behind the brand and its advertisements. They want the “POV” of the content curator, whether it is a famous Indie film director, or Annie’s Mac ‘N’ Cheese. They are likely to share commercials that convey important messages, or are attached to a social movement or cause they care about. Our panelists actively research brands and products (ingredients especially) when considering a purchase. Ensure that they find all the right answers when they look it up online.

FINAL THOUGHTS

While our panel consisted of only four students from the San Francisco Bay Area, they did reflect many of the same views as the college students we spoke with over the summer in a larger, nationwide study on the college freshmen “Class of 2015,” (Read our study on “5 Ways To Friend The Class Of 2015” at: www.Meet2015.com). Our panelists desire straightforward video ads that provide a benefit for watching and a clear product benefit from which they can make rational judgments. Tie your message to a bigger purpose or ideal, and they will reward you–not only with their attention, but also through their online sharing and endorsement.

Over the last year there has been an exponential increase in the number of websites asking users to sign in using Facebook connect. Some tout the ease of joining a community, others want to connect your interests with the interests of your friends, and some just ask you to do it for no apparent reason. Until recently I have yet to see any website give me something in return for taking that action. As a marketer I know that their desire to connect me with other people or make sign-up easier is just so they can make money. It’s about data collection, optimization and ad targeting. I get it, and most other consumers get it, so why not give me something worth my while? Why not show me what my data is worth to you?

Well, my dreams have come true. Hulu, in an effort to beat Netflix (and get their numbers up for a quick sale), is in the midst of a big push for their Hulu Plus offering. The online video provider has seen some success with the paid version of its free service, but not to the extent that Netflix has seen success. Their answer to that problem is free trials, and their ask form consumers is simple: Give us access to your Facebook data and one status update about Hulu Plus.

So, according to Hulu, your Facebook data and one status update is worth $7.99.

YouTube has recently announced it will be revamping its site by focusing on ad-supported premium programming (a la Hulu) and completely separating the user-generated content that has long accounted for most of the site’s traffic. The redesign will now include four tabs for browsing: Movies, Music, Shows (all ad supported) and Videos (user-generated content.) I assume this change will definitely ruffle some feathers as the very content that built YouTube up to its current status as the #1 destination for video is largely being relegated to a digital ‘back shelf.’ One could argue that the site’s unique and personal feel will be lost in addition to  bombarding end users with more and more commercials. On the other hand, promoting premium content and features (including the truly nifty “pop-out” and “dim the light” features of Hulu) could potentially add more quality and value to the site.

I’m anxiously waiting to see how YouTube will ultimately pull it off. I’m admittedly a fan of both sites for their very different approaches. But I would worry that taking the You out of YouTube would take some serious value out of the equation for the masses. The balance between the two will definitely need to be maintained to ensure that quality, content and utility end up benefiting consumers. Then it can truly be an advantageous relationship between people and advertising.