This workshop from the IAB explores the use of video in the Irish media marketplace. This workshop will give delegates key insight into the use of video in the digital space, and how video can be used as part of an integrated, cross platform campaign.
Delegates will gain an understanding of the key digital channels for video advertising, from pre-roll opportunities to in-feed promoted video and content marketing solutions.
IAB workshops attract delegates from brands, media owners, content providers, agencies at all levels and disciplines, including marketing directors, marketing managers, designers, journalists, analysts, planners, social media practitioners, advertising sales and account managers.
With guest speakers from across the industry, this one-day IAB workshop will offer insights into the successful use of video, as well as showcasing the latest ideas in visual marketing.
Session 1 – The power of video in Ireland
The Irish marketplace – the context of video in digital marketing
The evolution of the Visual Web
The meteoric rise of digital video as a consumer medium
Session 2 – Video on Demand
Video fundamentals – short form content, long form content
Three types of digital video content – the “Hero, Hygiene, Hub” model
The main video platforms – YouTube, Vimeo, Facebook, Twitter, Instagram, Snapchat etc
Is there such a thing as “viral” video? Distribution, engagement and amplification
Thinking about devices – smart TVs, desktops and smartphones
Guest speaker: Devising a winning digital video strategy – examples and case studies
Session 3 – Being Creative
Utilising video assets across marketing channels, eg TV, digital, outdoor
From broadcast media to personalised video content – using targeting, CRM, and social signals
Augmented Reality and Virtual Reality
Latest thinking and video opportunities
Guest speaker: Creative video solutions – examples and case studies
Session 4 – Video advertising
Video ad formats – IAB guidelines
Media buying and video distribution
Promoted video opportunities on social media platforms
The rise of programmatic video buying
Campaign metrics and success factors
Guest speaker: Buying video advertising – a media buyers recommendations
Feedback and Close.
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