With digital video emerging as the fastest growing form of
interactive content being distributed and consumed online, Ogilvy
& Mather has formally launched a specialty video practice, a
unit that has been in development for two years.
Ogilvy's Advanced Video Practice works with brands to take video
engagement beyond the "viral" view, targeting measureable
engagements that place viewers directly into the sales funnel. Over
the past two years, the team has been developing strategic
interactive video experiences for IBM, Nestlé, DuPont and other
global clients. The practice has evolved and expanded as more
clients seek to utilize the growing opportunities in the online
"We created a unique offering at a time when even the major online
video sites had not yet started thinking about how to maximize the
value of their own content for marketers," said John Seifert, CEO
of Ogilvy & Mather North America. "Our results with clients
using the Ogilvy Advanced Video practice are impressive and we are
now making it a distinct practice area to reflect the changes and
opportunities in our business."
The new practice augments a number of growing Ogilvy specialty
areas in the new media space including Digital Influence, search
optimization and search marketing, creative, content strategy and
social selling. It is led by Robert John Davis, an interactive
media veteran who joined Ogilvy in 2008, after leading Rainbow
Media's cable network websites, and serving as MTV Networks' first
Executive Producer of Convergence.
"The industry thus far has taken a 'build it and they will come'
approach," said Davis. "The reality is, the marketplace is much
more advanced than that. It is not just 'TV 2.0' - a new way to get
TV programs online. This is a vibrant, interactive engagement
medium that goes beyond watching videos to engaging with videos. As
advanced video opportunities continue to grow across mobile and
device-oriented experiences, maximizing this channel is vital for a
brand's success. Video is too important to treat as an add-on to TV
or web marketing efforts."
Brandon Berger, Chief Digital Officer for Ogilvy, explained,
"Driving engagement with a brand, product or service is our
ultimate goal. Online video content is a new frontier for building
brands. Our practice is unique in that we are using the medium to
drive business, not just collect views. We have proven success with
our clients in developing experiences that optimize search results,
drive click-through to websites or purchase, and impact sales
across both B2B and consumer brands."
The practice focuses on several key aspects of online video: the
creation of strategic content, video search engine optimization
(VSEO), the production and distribution of video across multiple
digital platforms, and measurement. It brings together experts from
online video strategy and production with the Neo@Ogilvy search
practice and OgilvyEntertainment, to provide clients with a full
service online video platform.
Maximizing the potential of YouTube as a marketing channel for
clients is one of the key ways in which the practice has grown.
Among its signature achievements is the creation and implementation
of global and regional YouTube strategies for IBM, Raisinets,
Purina, DuPont and others.
Creating content informed by online consumer behavior is central
to the team's approach.
"Our strategy is built around the belief that views will be
maximized if you optimize for the multiple forms of
search first, making it easy for audiences to
find, consume and share the content when they need it most," said
Rob Davis. "Instead of optimizing content after it is produced, as
is common for websites, we optimize our clients' work from the very
start before a frame of video is shot. This is a completely new
approach to content creation and how we measure what is effective.
Our experience to date shows that consumers are increasingly using
video not just for entertainment, but for education, research and
other more pragmatic purposes."
Using a best-in-class technology workflow managed by Ogilvy
Redworks, the Advanced Video Practice has developed a low-cost
solution to distributing and transcoding high-quality video content
that is optimized for viewing across different video
Davis notes, "Historically, users have not expected high quality
from online video, but that is changing. Our process puts the same
emphasis on visual quality that we apply to our television work.
Anything less is not acceptable to today's top brands."
The Ogilvy Advanced Video Practice is part of a fully integrated
offering across all of Ogilvy & Mather's disciplines and