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FORBES: InfiniGraph Invents Video Thumbnail Optimization

Bruce Rogers ForbesBruce Rogers, FORBES STAFF
I’m Forbes’ Chief Insights Officer & write about thought leadership.
Originally posted on Forbes

A Series of Forbes Insights Profiles of Thought Leaders Changing the Business Landscape: Chase McMichael, Co-Founder and CEO, InfiniGraph

Optimizing web content to drive higher conversion rates, for a long time, meant only focusing on boosting the number of click-throughs, or figuring out what kinds of static content got shared most often on social media sites.

But what about videos? This key component of many sites went largely overlooked, because there simply wasn’t a good way to determine what actually made viewers want to click on and watch a given video.

Chase_McMichael_Video_Machine_Learning_Headshot_2_2016

Chase McMichael, Co-Founder and CEO, Infinigraph

In an effort to remedy this problem, says entrepreneur Chase McMichael, brand managers may have, at most, tried to simply improve the video’s image quality. Or, in a move like a Hail Mary pass, they might have splashed up even more content, in the hopes that something, anything, would score higher click-to-play rates. Yet even after all that, McMichael says, brands often found that some 90% of viewers still did not watch the videos posted on their sites.

As it turns out, the “thumbnail” image (static visual frame from the video footage) has
everything to do with online video performance. And while several ad tech companies were already out there, using so-called A/B testing to determine how to optimize the user experience, no one had focused on optimizing video thumbnail images. Given video’s sequencing speed with thousands of images flashed up for milliseconds at a time, it meant that measuring the popularity of thumbnails was simply too complex.

Sensing a challenge, McMichael, a mathematician and physicist with an ever-so-slight east Texas drawl, set out to tackle this issue. He’d already started InfiniGraph, an ad tech firm aimed at tracking and measuring people’s engagement on brand content. But as his company grew, he found that customers began asking more and more about how they might best optimize web videos in order to boost viewership.Panthers_Video_Machine_Learning_iPhoneKRAKEN (1)

Viewership, of course, is key: Higher video viewership translates into more shares; more shares means increased engagement. And that all translates into more revenue for the website. Premium publishers are limited in their ability to create more inventory because the price of entry is so high. These new in house studios are producing quality content, but getting scale is a huge challenge.

When he started looking into it, McMichael says, he often found that the thumbnails posted to attract viewers usually fell flat and the process for choosing thumbnails hasn’t changed in 15 years. And the realization that the images gained little to no traction among viewers came as something of a surprise: Most of the time, the publishers and brand managers themselves had selected specific images for posting with no thought at all into optimizing the image.

According to McMichael, the company’s technology (called “Kraken”) solves for two critical areas for publishers: it creates inventory and the corresponding revenue while also increasing engagement and time spent on site.

Timing, it turns out, was everything for McMichael and InfiniGraph. Image- and object-recognition software had been improving to the point where those milliseconds-at-a-time thumbnails could be slowed down and evaluated more cheaply than in the past. Using that technology along with special algorithms, McMichael created Kraken, a program that breaks down videos into “best possible” thumbnails. Using an API, Kraken monitors which part of the video, or which thumbnail, viewers click on the most. Using machine learning, Kraken then rotates through and posts the best thumbnails to increase the chances that new users will also click on the published thumbnail in order to watch an entire video.

This process is essentially crowd-sourced, says McMichael—the images that users click on the most are those that Kraken pushes back to the sites for more clicks. “What’s fascinating is we’ve had news content, hard news, shocking, all the way up to entertainment, music, sports and it’s pretty much universal,” he says, “that no one [person] picks the right answer”—only the program will provide the best image or images that draw in the most clicks. On its first few experimental runs, InfiniGraph engineers discovered something huge: By repeatedly testing and re-posting certain images, InfiniGraph saw rates of click-to-play increase by, in some cases, 200%. Says McMichael: “It was like found money.”

InfiniGraph is a young and small company, even for a start-up: The Silicon Valley firm has eight employees in addition to a network of technicians and specialty consultants he scales on and as-needed basis, and has boot-strapped itself to where it is today. McMichael says he’s built a “very revenue-efficient company” because “everything is running in two data centers and images distributed across a global CDN.” His goal is to be cash-flow positive by this summer. Right now InfiniGraph works exclusively with publishers but the market is ripe for growth, especially in mobile devices, McMichael says.

Recently, Tom Morrissy, a publishing leader with extensive experience in both publishing (Entertainment Weekly, SpinMedia Group) and video ad tech (Synaptic Digital, Selectable Media) joined InfiniGraph as a Board Advisor.

“So many companies claim to bring a ‘revenue generating solutions that is seamlessly integrated.” This product creates inventory for premium publishers and is the lightest tech integration I’ve seen. I was completely impressed with Chase’s vision because he truly thought through the technology from the mindset of a publisher. Improve the consumer experience and the ad dollars always follow” says Tom Morrissy

The son of a military officer father and registered nurse mother, McMichael grew up in the small town of New Boston, Texas, located just outside of the Red River Army Depot. A self-described “Brainiac kid,” McMichael says he was always busying himself with science experiments, with a special interest in superconductors, or materials that conduct electricity with zero resistance. Though he’d been accepted to North Texas, McMichael still took a tour at the University of Houston, mainly because the work of one physics professor who discovered high temperature superconductivity had grabbed his attention. “So I went to Paul Chu’s office and said, ‘hey, I want to work for you.’” It was the craziest thing, but growing up I was always told, ‘If you don’t ask for it, you won’t know.’”

That spawned the beginning of seven-year partnership with Chu during which time the University built a ground-breaking science center. McMichael spent seven years in DARPA funded applied science, but decided to leave for the business world. A friend of McMichael’s worked at Sun Microsystems and encouraged him to leverage his programming knowledge. His first job out of college was creating the ad banner management system for Hearst. “So I got sucked into the whole internet wave and left the hard-core science field,” he says. He also worked at Chase Manhattan Bank in the 90s, building out its online banking business.

As for the future for InfiniGraph?

McMichael says his mission is “to improve the consumer experience on every video across the globe, and it’s an ambitious plan. But we know that there are billions of people holding a phone right now looking at an image. And their thumb is about to click ‘play,’ and we want to help that experience.”

Bruce H. Rogers is the co-author of the recently published book Profitable Brilliance: How Professional Service Firms Become Thought Leaders - Originally posted on Forbes

How Hyper Video Machine Learning Boosts 70 Percent of Videos to Higher Engagement


US Digital Video Ad Spending by Device

Publishers are under financial assault and video performance is a white hot topic with brands doubling down on mobile video spend. It’s all about revenue, consumer win and getting the most out of your videos assets.

Boosting video performance on existing content is not simple, however, video machine learning provides a unique and scalable way to accelerate video engagement like never before.

Here we will dive into how one of the top 20 news site uses hyper video machine learning to boost play rates on the lion’s share (70%) of videos published.

David Bowie KRAKEN Video Machine Learning 2

The David Bowie video release achieved an average 92% boost and in the first 3 days hit 104% boost (We’ll miss you David)

We kicked in the hyper drive on The Force Awakens movie trailer delivering 41% boost and describing what’s behind visual learning. News oriented video content has shown tremendous lift rates up to 425%, with many videos achieving 100%+ lift in play rates. Breaking away from old school thinking, in this post you will learn what’s driving higher video revenue beyond image recommendation (selection) technology to full on creating more engaged video watchers via intelligence.

How it’s done

KRAKEN’s video machine learning API connects directly within the publisher’s video player. The video thumbnail images are optimized using real time A/B testing and image recognition algorithms. There is tons of evidence on the immense power of visuals and first impression is everything for viewers.

The key component of KRAKEN is learning algorithms that understand placement and visual elements within the video that resonate with a particular audience. Video Machine Learning KRAKEN Pie Chart of Video LIFT Consumers are guzzling content at a hyper rate and in a world full of distractions, content “images” that can quickly capture attention will achieve a higher share of time.

In the case of video:
more plays =
more share =
more overall engagement = MORE REVENUE.

Another key attribution of KRAKEN is helping videos moving away from an unresponsive static image that retained no intelligence. KRAKEN’s image selection is not random and incorporates the sequencing of images “Image Rotation.”  This translates into showing more visual depth and further stimulates visual cognition. Hey, we patented KRAKEN and here are some solid number to prove it works!

Results

Game Of Thrones Video Machine Learning KRAKEN2

The ability to tell a visual story based on behavioral engagement assures the maximum possible engagement levels, which would otherwise be lost. That’s right—you’re losing money!

That lost video play is lost revenue and in most cases, it’s a great deal of money being left on the table. For the fans of Game of Thrones this video hit an astonishing 169% LIFT proving the right visuals drive higher revenue (lift= performance of dynamic visuals over the original thumbnail).

Video play decay over time. NOTE two days highlight gets a bump. KRAKEN achieve a 90% LIFT on the David Bowie video.

Video play decay over time.  Note that after two days, the video gets a bump. KRAKEN created a 92% avg LIFT on the David Bowie video.

All published videos experience a time to live.  Even viral videos will decay over time. Video play engagement decay on high CTR videos is displayed in the graphs above and below.

Time to live is a function of:

  • Video placement on main sections
  • Placement above or below the fold on published page
  • Mobile feed depth (how many times to scroll to see the video)
  • Mobile in view (how long is the video in view)
  • How long it’s displayed in the editorial pick or trending section
  • Social share magnitude
Video Decay over time KRAKEN Video Machine Learning

This video achieved 141% LIFT demonstrating that human faces don’t generate greater action over visual scenes that depict the video content.

Time to live variables have an impact on how long content can achieve high engagement and for how long. Obviously video performance is a function of site traffic, however, the wrong image causes massive consumer engagement loss due to the speed at which humans can process visuals and determine relevance. This speed is on the order of a blink of an eye. Are you adjusting your visual at a blink of an eye? That coupled with Forrester Research, one minute of video is worth 1.8 million words and there you have a perfect reason to make sure every consumer engagement counts.

 

Ryan Shane VP of Sale

Want to increase your video play rates and increase revenue? Contact our VP of Sales Ryan Shane for a 1:1 demo, access case studies, and see live examples on both mobile and desktop.

 

The Force Awakens Video Machine Learning – Star Wars

Star Wars: The Force Awakens Video Machine Learning Trailer achieves a massive boost (41% gain) using visual sequence story telling. Optimizing video is now a must for publishers looking to maximize their video assets and engage customers with content relevant to them. Embrace the “FORCE”
Force Awakens KRAKEN Video Machine LearningAbove is a live example of KRAKEN’s “Image Rotation” in action powered by video machine learning seen on NYDailyNews.  The image sequencing is created by KRAKEN and is integrated directly inside the video player via the KRAKEN API.

Force-Awakens-KRAKEN-Video-Machine-Learning-Mobile-Star-WarsThe Problem

The impression a video makes on a consumer is everything, especially with mobile. Typically seen is a still image with a large play button overlay in video players. This thumbnail image has been stuck in a static world for over 15 years. The old school static thumbnail on video is dead and auto play is frankly annoying.

There have been recent advancements in image processing using deep neural nets.  Finding quality and clarity is great but can be expensive at scale.

Google Thumbnailer quality selector Neural Networks

Image quality is important but our findings prove that consumers select images and prefer not the best image but the ones that cause the human mind to have intrigue.

However, the static thumbnail selection is still dependent on the person who uploads a video. This process does not scale to thousands of videos over a short period of time. That is why the majority of commercial video platforms auto select from a fixed time slice from the video and hope for the best.

Image Selection in YouTube Note KRAKEN enabled Video Machine Learning

Static thumbnail selection with customized thumbnail upload. All video platform provide this manual feature as well as a auto default is selected.

Humans cannot optimize or adjust creative on the fly to increase video performance. Many attempts to do A/B testing have proven to be helpful, however they produce limited results due to their manual nature.

The Solution

Video machine learning has come of age because it is cost effective and enables publishers to use the FORCE. Image sequencing is not a new ideal and has been used for centuries for depicting visual story telling.
cat218-lge

Video machine learning makes it possible to scale image sequencing over thousands of video placements and millions of plays. Video has gone from a static world to a dynamic and intelligent world. Star Wars: The Force Awakens Trailer benefited tremendously from video machine learning with a lift of 41%.

Force Awakens KRAKEN Video Machine Learning International

Another major bonus of video machine learning is the ability to scale and combat image fatigue (decreasing engagement over time).

Conclusion

Video Machine Learning Star Wars Force AwakensCapturing a consumer’s attention has never been harder than now. Consumers are glued to their smartphones and every millisecond counts. Publishers are reverting to the annoying auto play tactic, however, consumers are pushing back and complaining.  Fox has responded to consumer feedback by offering a feature to turn auto play off. The growth of mobile video will continue to increase massively for publishers optimizing video.  Machine learning will continue to help them benefit and maximize their valuable video assets.

Do you want to learn more about KRAKEN and hear what others are saying about video machine learning?  Check out our testimonials and intro below. Thanks for your input and thoughts on our our journey in video machine learning.

Ryan Shane VP of Sale

Ryan Shane VP of Sales

Want to increase your video play rates and increase revenue? Contact us for a 1:1 demo and access customer use cases and see live examples on both mobile/desktop implementations.

 

Video Machine Learning Success Customer Testimonial

Introducing Baglan Rhymes, Chief Digital Officer at AnchorFree with Chase McMichael, CEO of InfiniGraph, discussing the recent success of video machine learning KRAKEN on AnchorFree video ads page. Video Machine Learning Customer Testimonial – Case Studies discussed in this video are Fifty Shades of Grey, American Sniper and Birdman.

Video Transcription:

Chase: Hi I’m Chase McMichael, CEO and Co- Founder of Infinigraph and I’m here today with Baglan Rhymes, the Chief Digital Officer of AnchorFree. Hi Baglan. Baglan: Hi Chase. Chase: So tell us a little about AnchorFree. Baglan: Of course. AnchorFree is the world’s largest internet freedom platform and our mission is to provide secure and uncensored access to the world’s information for every single person on the planet. To date, we’ve been installed 300 million times. We have 30 million monthly active users and we secure approximately 5 billion page views.

Chase: That’s excellent. Obviously, we got connected with the video machine learning technology—a technology called Kraken. Baglan: Yes. Chase: And you know one of the things was that you are using a monetization page with video on the free sites. Baglan: Correct.Video Machine Learning Kraken American Sniper Graph Chase: Tell us a little more about that.

Baglan: Yes, because we have a free service and subscription-based service and the revenue stream for the free service is our content sponsors—be it movie studios, be it news organizations. And we have our own content discovery platform where we have tiles of video content and also static content where we present the users upon connect. And the videos—we don’t make any revenue off of the videos unless the users click on it. So how do we get the users to click on a video when we have maybe 5 or 10 seconds of their attention right upon connection and that’s when we connected.Video Machine Learning Kraken 50 Shades Video Lift So we partnered with you on click to play videos to increase click to play rate because unless those videos are played we don’t get paid and through your machine learning algorithms we were able to increase the click rate.

Click to view rate grew 20 to 30 times on videos overall, movies, overall movies and we ran a test on Fifty Shades of Grey and American Sniper afterwards we did and we did Birdman where we got 3,000% that ridiculous Video Machine Learning KRAKEN Baglan Customer Testimonial Birdman Play Buttonnumber [increase in click to play rate]. A fight scene in tighty whities. I actually remember I asked you to remove that. We can’t show it there and you kept it and that tighty whities that fight scene.Chase: That was the best one! Baglan: Exactly. 3,000% increase [in click to play rates] and I’m so happy we kept it.

Chase: That’s the one that boost the most revenue. So you know right now, where you seeing you going, especially around the consumer in mobile. Baglan: Yeah, video is the way users consume content now. And then whenever we see a video associated with a brand, we see a 96% increase on purchase intent, 139% increase on brand recall and even our conversations are now in the form of a video with your friends and it is just a video. So the whole communication is changing from voice to audio, visuals and emotions—which is video. Chase: Thank you so much Baglan. So please be sure to click on the (i) above to get more information. Thank you.

Would you like to see more? Request a demo

Quick Intro to Video Machine Learning

Video Marketing Powered By Machine Learning: Game Changer

As video consumption increases, the need for a more intelligent, learning and adaptive technology is necessary to remain competitive in video marketing today. Data driven marketing is a digital differentiation. Those that have harnessed video insights to increase video yield will lead the way. SEE Case Study on Birdman (PDF)

In our previous post 5 Ways Machine Learning Accelerates Mobile Video [VIDEO] we describe the behavioral properties of content interactions within the video stream and how to sustain consumer engagement over various video networks. The above video is a quick intro by Chase McMichael, CEO of InfiniGraph and co-inventor of KRAKEN, the world’s first video machining learning technology. In this video, he describe KRAKEN’S value proposition for both video networks and publishers.

Chase McMichael Video SetupVideo machine learning is no longer science fiction. But the technology is only part of the equation; scalability is required to process and display massive numbers of videos. For big publishers, just managing the video distribution process appears daunting; video optimization is an afterthought.  However, thanks to advanced algorithms and fast computing, the ability to learn what “Lead Visuals” are most engaging and then optimize videos can be done real-time and at scale.

Creating great video takes time, and time is money. Maximizing all your video assets requires rethinking a post-and-pray strategy.  Just as algorithms are used to target consumers,  they can now be used to optimize videos and increase engagement.

Request a demo and let us show you how KRAKEN video machine learning will increase your video yield. Access our case studies here for more depth on video machine learning.

5 Ways Machine Learning Accelerates Mobile Video

 In Mobile Video Machine Learning KRAKEN, the “Birdman” Case study demonstrates video lift engagement powered by machine learning. In “5 Ways Machine Learning Accelerates Mobile Video”, we dive into why brands are embracing video as a key marketing and storytelling tool and how machine learning can be used to drive higher engagement.

The hard reality is video is STILL LINEAR.  Even so, some are attempting to make them interactive like Jack White’s Interactive Video that allows viewers to choose their own adventure.

While the majority of brand videos are still stuck in a 15s / 30s pre-roll with a force fed content model, we’re starting to see a clear migration to long form and sponsored content that’s not just an interruption but instead it IS the story. Video machine learning is new and millions of videos can benefit from programmatic visual control. Why machine learning? Marketers don’t care what algorithms you’re using they just want to see:

Mobile Video Machine Learing Birdman post

Case study on the movie trailer “Birdman” Click to play lift achieved 3000% using machine learning technology.

  • Revenue
  • Efficiency
  • Effectiveness

Publishers are looking to achieve high KPI’s in order to increase overall spend while the media buyer is looking to lower CPA, without increasing costs. Publishers are trying to increase inventory and get the most out of their customer’s engagement. Machine learning enables both parties to achieve their goal by impacting revenue, efficiency and effectiveness simultaneously.  With this technology publishers are empowered to keep the user video engagement high over significantly longer periods of time which is proving to be an invaluable tool that will become imperative to all successful video marketing efforts.

What Marketers want to see?

  • Viewability
  • Video watch time
  • Audio on or off
  • When did consumer stop watching
  • Was the video paused
Video Viewablity Across the Web

Google research finds only 53 percent of PC video advertising is viewable.

Gone are the days of simply tracking web page hits. A more sophisticated marketer has emerged where data is king. However, video distribution and analytics are complicated. Machine learning facilitates the systems ability to learn behavior and automatically adjust marketing efforts based on active feedback loops. This virtual neural network driven by human interaction with video content creates a meaningful data set providing the foundation for mobile video intelligence.

Programmatic Explosion

Machine Learning Mobile Video Birdman Split Test KRAKEN

Graph shows real-time A/B testing of static image and KRAKEN image driven by machine learning. Machine learning makes it possible to stabilize and achieve lift.

Programmatic targeting reached an all time high of sophistication with it’s own machine learning and big data approach. Companies like RockFuel, Turn and eXelate have all perfected audience based targeting with advanced machine learning methods of aggregating massive sums of data to ensure that the right content is placed in front of the right people at the right time. The following are examples of machine learning techniques being used to enhance content engagement levels.

1. Algorithmic learning is used to determine what demographic segment responds well with specific content (e.g. videos).

2. Identification of habitual responses to visual objects by region allows for higher confidence of consumer engagement with content.

3. The type of content greatly affects the reaction of a targeted segment. Machine learning can track the visual preference of the video segments to give brands and content creators a new level of understanding as to what an audience will find most appealing.

4. Machine Learning can predict audience consumption. Plotting audience behavior across video types creates a consumption map, which can be used to predict things like video placement and cycle times.

5.  Reduce video fatigue and increase engagement by rotation of static video images (thumbnails). Static starting images face image fatigue due to a lack of visual changes, color and motion alterations. Continuous and dynamic changes in a static video image will increase audience interest and result in higher click to play rates as well as completion rates.

Visual Programmatic

Netflix has the capability to “predict” what you would watch next based on past viewing habits. Information like show/movie title and genre are compiled to help select Netflix’s recommendations. These algorithms are an example of something that pulls from the surface level information vs actual content within the video.

Netflix-Wants-Personalized-Recommendations-Instead-of-Current-Interface-443094-2 Visual content marketing is a very powerful method of attracting and retaining customers. Building a content story arch is key to perpetuating engagement and video is the most effective means to accomplish this. Publishers that leverage their audience to tune the video will achieve higher levels of revenue on their existing assets.

How do you see machine learning impacting video in the further and what video KPIs do you track that aren’t on the list? Let us know in the comments!

Mobile Video Play Rate Boosted by 200X to 3000X – KRAKEN Release – Case Study

Problem:

Video is the largest and fastest growing segment in online marketing. Unfortunately the first impression to a consumer of those videos is more than likely a static image and there isn’t a simple way to programmatically adjust based on audience intelligence. This problem is leaving billions on the table with un-played videos and lost engagement due to the lack of compelling starting visuals.

Baglan

Baglan Nurhan Rhymes , SVP of Revenue – AnchorFree

“In a highly competitive Ad Tech space, where videos drive the lion share of revenues, InfiniGraph’s technology, Kraken, is the first real breakthrough we have seen in many years.

I can see Kraken being implemented by digital broadcast networks, publishers, ad networks and video player platforms in the very near future. Early adopters will turbo charge their video ad revenues on desktop and mobile. ”

Initial Results:

Our beta customers: Disney, Paramount, Microsoft and AnchorFree have experienced between 10% to 3000% lifts in click-through and play rates on their video content using InfiniGraph’s patented Kraken technology..Mobile Video Play Rate Boost AnchorFree

Example –  AnchorFree before and after on “50 Shades of Grey”:

  • 200%+ boost in play rate
  • 10X increase in private viewing sales

InfiniGraph’s machine learning technology, achieves scale by producing the highest possible response to mobile video based on audience behavior.

Learning algorithms matter:

Mobile Video Birdman AnchorFreeImproving mobile video play rates is more of a science as seen in the second example on AnchorFree running “Birdman”.  Is your video “Thumb Stopping” when a consumer scrolls through their feed?  In the case of Birdman, the results were amazing.

Overall video play rates grew by:

  • 3000%+ boost in play rate
  • 2.6% peek click through rate

 

Mobile Video Performance Birdman KRAKEN Machine LearningSolution:

The Kraken machine learning system is continuously analyzing the video and user interactions at every content distribution endpoint, over many sequences. This decision making is done almost in real-time.

Value:

Mobile Video Machine LearningInfiniGraph’s mission is to help video content owners, publishers, and agencies deliver the most relevant video experience. This helps boost video starts, video completion rates, and increases page visit depth by eliminating creative burn and waste. This translates into higher revenues for the existing content through higher video starts, higher VCRs, and higher brand engagement.

Our clients, who have implemented proprietary “video click-through / play rate enhancement technology called “Kraken”,  have experienced upwards of 3000% lift in content plays.
As an Advertising,  Content Mobile Video Machine Learning Whats KRAKENProducer,  or  Brand Management Professional you know that video creates the greatest impact to your online marketing.  The challenge and measurement of success continues to be execution of “play-rates” and “video completion rates” .

Want to see more or run your own test? Contact Us

 

Mobile Native Video Interstellar 14X Hyper Play Rate Jump

Jim Calhoun, COO SocialMoms

Jim Calhoun, COO SocialMoms

We’re seeing the highest engagement levels for our customers using InfiniGraph’s native content

Paramount’s Interstellar uses mobile native video and distributed native advertising units to hyper jump their play rates by 14X. Mobile video is exploding and brands are leveraging advanced methods of distribution outside of the old school static native ads we are seeing today. We are now in the age of intelligence, machine learning, and responsive design.  Why can’t this intelligence be applied to mobile native video? Learn how to hyper drive your own mobile native video – signup, request a demo, and see how intelligence is applied.
Sign UP for Mobile Native Video

Above is an example of such intelligence integrated within the mobile native advertising unit for on and off domain content amplification. The mobile video leverages “deep linking” to launch video on a smartphone creating a seamless consumer experience. The content inside the native unit is dynamically updated based on consumer actions which increases overall engagement rates and exposure.

The Takeaway:

  • 50% play rate boost
  • Maximize content marketing spend
  • Mobile first content rendering
  • Intelligent content distribution
Rich Media CTR example

Doubleclick data showing industry averages of 0.06 to 0.18 vs .84 for mobile native more on benchmark on rich media

Most brands are sitting on tons of great content. This content is usually stuck in silos and doesn’t have a simple way of tracking with the consumer across other media sources, such as a websites/blogs (owned), and other paid mediums. Ad re-targeting is extremely effective; however a major issue is visual ad fatigue. The consumer sees the same media over and over, eventually reducing effectiveness. The Industry benchmarks on rich media content averages around .06% to .10% CTR compared to native ads which perform much higher. With new intelligent data techniques harnessing machine learning, these technologies are pushing engagement rates up to 50% improvement. 

Interstellar200

Interstellar Mobile Native Video

Content Marketing has truly taken on a new life and the quality of content within videos has leaped to extraordinary levels.  As more publishers and brands are seeking to control the content on their site, white label native ad platforms will continue to take hold.

Native unit for Interstellar launching the mobile native video

Native unit for Interstellar launching the mobile native video

The example on the left demonstrates what an embedded native unit looks like when deployed over a publisher network or brand website. The code behind these units is designed with a mobile first strategy, assuring optimal rendering on mobile. InfiniGraph sources content from the existing Interstellar movie published content, scores the content and transforms it into intelligent mobile native units. What’s unique about this approach is the consumer actions on content are tracked and the brands content inventory is managed per individual unit to maximize content marketing spend. eye-120803Keeping content fresh is a major factor in reducing image fatigue, repetitiveness, and inactive engagement. The human brain can process images in 13 milliseconds, how fast your visuals resonate with your consumer is key to amplifying brand content on domain as well as enhancing off domain engagement. The same mobile native unit can be deployed over other 3rd party native networks, ad networks, programmatic exchanges, and on the brands domain simultaneously.

Apply some intelligence in your mobile native video – signup, request a demo and see how intelligence is applied.
Sign UP for Mobile Native Video

5 Hypnotic Mobile Native Video Advertising Methods

Mobile native video advertising has transformed content marketing via native advertising world in a big way. Brand are clamoring to get their video storytelling in high gear as others have jumped on the bandwagon long ago. Today we’re undergoing a forced feeding of video on Facebook with their Foie Gras auto play strategy and every post in our feed has videos popping up. (Original post on SEJ)

No wonder controversy has peaked with talks of YouTube being second fiddle and the emphasis of video on the other big social platforms. This video hypnosis strategy is being perpetuated by brands as static visual display gives way to 30 frames a second story telling. The mobile consumer has put in motion an explosion of new tools, data insights, and techniques that brands must embrace to be competitive. There’s no question video is not only killing it for the brands but every person is a video content author now. This is changing the way content is being created, shared, and consumed.

In a previous post, 5 ways to weaponize your mobile content marketing via native advertising, I addressed the channels and solutions brands must consider to scale their content marketing. Recently, major bets have been placed, such as Yahoo acquiring BrightRoll for $640MM and Fox acquiring TrueX for $200MM, making the importance of mobile video to the ad machines clear. Mobile, video, and native advertising are top priorities, according to top ad executives. Consumers have an insatiable appetite to consume mobile video, as described in 5 Electrifying content marketing methods via native advertising. Now, the stage is set for mobile video and native advertising to erupt in the digital ad landscape.

Here are a Few Points Bolstering Mobile Native Video

Disney Planes Mobile Native Video

iPhone simulator screen shot of mobile native video of Disney Plans Fire & Rescue. Photo/ Screen shot 12/05/2014 www.mamiverse.com

  • Native advertising hyper growth: From 2013 we have had a 29% growth with eMarketer projecting $3.1 billion in spend. Publishers are holding the fort, like Forbes and LinkedIN Pulse with their mobile app.
  • The mobile platform is ripe: Smartphones are fueling this mobile video growth, powered by higher bandwidth on wireless networks, broader wi-fi access, incredible processing power, monster memory, high-definition screens, HD cameras, and killer optics. There are also a plethora of video editing apps making it easy to create and deploy high quality video on the spot and distribute it with just a click.
  • Longer-form video is desirable: Consumers are shifting to rich experiences with greater tolerance to video advertisements. Greater than 20 minute video content grew 86% year over year and shorts from less than five minutes all the way to 20 min clicks experiences a 22% growth reported by FreeWheel.

We have now entered the trifecta of mobile, video, and native advertising, creating a great opportunity for new mobile native video delivery mechanisms that would work well in the confines of editorial content and optimized over many form factors. As this popularity builds for mobile native video, the brands and content creators who streamline delivery will ultimately win.

Advertisers obviously value a richer and immersive storytelling experience. As more publishers and brands move to native, they are shifting from short pre-rolls to longer form content. Facebook has fully capitalized on this movement with 53% of its revenue from its mobile advertising and recently released a Premium Video Ads product. There is lots of news and quotes from experts around the move of content consumption on mobile. Here we highlight a sample set from a recent campaign running mobile native video ads:

The consumer is hungry for great content. The right placement of mobile native video makes a formidable strategy. In the Disney Planes case study, mobile native video produced 70% higher CTR over the desktop native unit of 26%. With 66% mobile users being more likely to interact with a video than those on a desktop demonstrate why there is some much talk on mobile first strategy . Consumers are highly trained now (like a Pavlovian dog) thanks to the many video apps and video enabled feeds.

Mobile vs desktop comparison running mobile native video. Mobile had a 66 present increase in engagement. Photo created for post Chase McMichael

Mobile vs desktop comparison running mobile native video. Mobile had a 66 present increase in engagement. Photo created for post Chase McMichael

When a video ad appears prompting interaction, consumers are more likely to participate due to the reward of great content. This drives the higher share volumes we see on experience based content. These results are very encouraging for brands developing cross-screen campaigns.

Trends in Video Ads on Top Brands

Analyzing thousands of brands and their video posting behavior along with consumer interaction creates unparalleled insights as to what brands need to do, and the level they must play at to be in the game of mobile native video.

Top 25 brands share ratio to post

Top 25 brands and media companies with high video posts to share ratio. Photo: Created by Chase McMichael

Here, we compare top brands and the volume of video they are creating along with the engagement on those videos. Don’t assume video plays is the best measurement of video effectiveness. Brands are looking for full consumption and engagement resulting from the content. The ratio of shares per post has been found to be a great measurement of comparing a brand’s consistency and quality factors.

The share per post ratio over the past year shows Fox News, PetFlow, and BBC News lead the way along with traditional video based TV news properties dominating the social video landscape. Where Women Get It Free is head to head with NBA! Those media outlets engineered to naturally produce video content will continue to see an increase in their dominance.

Top 25 brands like ratio to post

Top 25 brands and media companies video posts to like ratio. The top share ratio brands don’t match with the top likes ratio brands. Content that achieves high shares is most valuable. Photo: Created by Chase McMichael

There are challenges at the moment with video chicanery such as autoplay and paying for plays that skew the real numbers, however, people commenting, liking, and sharing video provides hard attribution to go from. Be careful on plays, there are so many services out there that will get you PLAYS for cash, like the old days of buying friends and followers, but it’s hard to fake shares and authentic comments. Unfortunately, we’re seeing ad fraud in the billions and that’s coming to mobile native video. Facebook autoplay still playing an ad when hidden under the fold will not build confidence.

What’s it going to take to be in the top mobile video advertising game? If your brand is among one of the industries we have analyzed, the bar has been set very high.

The chart above provides a view into the amount of content required (video posts) and the reach / share levels of engagement required. The main takeaway question is does your CMO or CEO know the commitment level to be a top player in video?

Translating Big TV Spend to Mobile

Recent deal such as Target and Best Buy with True[x] clearly shows marketers are moving media spend from banners to the native ads. The data don’t lie with the response on native over social networks and other publishers preferring in context rich media, video, and visuals as part of the ad experience.

Interstellar Native Unit

Example of native mobile video optimized to support responsive design. Screenshot 11/23/2014 www.socialmoms.com

Likes on video is not the same action as sharing to your friends. Consumers willing to stamp their name on something with greater emotion tend to share or comment. That is why these tend to be the best hard attributions besides click to purchase. The WWE, UFC, MLB, and NBA skew towards male users where Women Get It Free, PetFlow, Prez Hilton, and The Voice skew female. It’s well know that females share more, and the data on video proves that to be true.

There has been a great deal of hullabaloo and hype about how Facebook has passed up YouTube, and how Yahoo is overtaking Twitter in mobile ads. Some have claimed it’s all lies. The reality is, consumers are sharing video in a big way. In fact, as the data has shown, there are more shares than likes on videos.

Video Usage Analysis on Mobile Native Video Advertising

Here are five ways brands can leverage these 2015 trends that will define high performance content marketing efforts and help brands get a jump on their mobile native video advertising strategy.

Agile Marketing and Real-Time Tool Explosion

The smart brands have created newsrooms and command centers, driving content creation to the next level with full on video production. Data will be a driving factor to the competitive advantage. Knowing what consumers engage with and what they click on is a gold mine. Many technologies enable you to understand your competitive content landscape.

Mobile First

Over the last four years, we have seen a steady increase in mobile activity due to native apps and responsive web content. 2014 was truly a breakout year with many experiencing as high as 60% and 70% shift to mobile. In 2015, brands must focus on useful mobile experiences for content and commerce. With 66% increase in CTR over desktop, it’s easy to see why the ROI justification on mobile is simple. Think of what works best for mobile and where your consumers are consuming your content. Content designers must realizing that not all consumer are in front of a TV. What are you looking to achieve on mobile and is the video designed for the mobile experience?

Mobile Video and Social will Demand TV Budgets

Mobile, social and video are the hottest trends and will commandeer big spends as the quality and complexity of story telling continues to rise. The consumer is mobile and the experience has to shift to the medium where they are at making the challenge of the creative fit the form factor.

Engagement and Viewablity Videos Views

Marketers are increasingly being pushed for verifiable results over the simple view or play. Viewability is now a must-have for brands to be assured their content is being seen and engaged with. Next year, it will be all about video engagement. We’re quickly moving beyond YouTube and seeking out customers in their native environments.

Optimizing Video Ads for Device and Thumbnails

Marketers would be wise to customize ads for each device, because those type of ads drive the best results. This is back up by data we see and also by a study from video advertising firm Innovid, which analyzed video ads over Crackle’s network consumer base. The study combined pre-roll and interactive video ads across auto, retail, CPG, entertainment, and travel for one-year period on desktop, mobile, and iPad. Optimized ads can deliver a six times increase in engagement, seven times boost in click-throughs, and a 25% rise in completion rates, the study reported. The thumbnail image is one of the most critical images because it is the first image consumers see. Studies show optimizing the thumbnail image can increase CTR’s from 5 to 30%.

A new startup called Neon coming out of Carnegie Mellon University is using advanced video analysis techniques to determine what thumbnail or text in combination would yield higher CTR. Working with IGN results have even gone as high as 59% increase on highly customized thumbnails based on cognitive sciences. Overall, brands will see the best results when an ad is optimized for the screen and the thumbnails are well crafted. Brands must prepare for the multi modal customer and engineer for omnichannel to stay in this high stakes poker game.

Facebook Disruption

Facebook now how Premium video along with the auto play and pushing video over all other post their drive for dominance is self evident if you’re on Facebook. For Facebook this was always in the plan to debase YouTube video dominance. Morgan Stanley projects Facebook video ads could to be worth $1 billion this year and rocketing to $5.5 billion by 2019.  And now Facebook is creating a YouTube like experience going head to head with the more static non social YouTube. We could be witnessing a move over old school video channels.

Viewability and attention as the key measurements now over just clicks are views.  Brands what to know is their ads being engaged with. Google recently announced 56.1 percent of ads on the internet are not view-able.  See infographic too.  A revolution like the editorial content mixing with ads “native” is now happening with with video where rich media meets polished ad copy all engineered as entertainment. As mobile native video takes hold there will be a best in class native ad structure. The melding of native ad content and video will give rise to a more interactive experience customer want to watch, willing to share and engage on.

Your Next Big Move

Over the last three years growth in brand mobile videos has skyrocket with 73% from 2013 and sees to top over $4.4 billion in 2018, and mobile video ads will grow almost 5X faster than desktop. We will see a migration of desktop ads to mobile, which is a no brainier. And mobile video is just add water for advertisers’ video ad assets created for larger screens.

The number of videos does not extrapolate to overall levels of engagement however. It’s easy to see the growth of top brands and their acceleration will continue as long as consumers keep consuming. Democratization the video creation and dissemination process has lowered the barrier for any size brand to enter and establish a video footing.

Facebook Mobile Ads Are Brands’ Best Bet for Holiday Shopping Season -With the holiday shopping season fast approaching, new research from advertising technology company Spongecell indicated  mobile ads are the way to go. Loading video is now as easy as taking a picture. If a picture is worth a 1000 words with 30 frames a second and audio to boot makes 1,000,000 words or so, Right? Video Selfies funding demonstrates even VC’s are ready to capitalize on the fastest-growing sector of mobile advertising and is attracting big brands looking to leverage their heavy television media buys.

We’re quickly moving past the 15 and 30 second to full-length creative content streams. Mobile ad spend is growing rapidly, but brands who invest in mobile-ready solutions now will win. By getting ahead of the trend, brands will be able to understand, experiment with, and become market leaders in mobile advertising.

Tell us in the comments how your integrating video into your content marketing and what’s working.

5 Electrifying content marketing methods via native advertising [Webinar]

static-electricity-hair-stand-on-end1All brands must have content amplification, both mobile and native advertising, in their content marketing arsenal. Beyond the hype, native advertising is one method showing great success at scale and it’s here to stay. Regardless of how amazing your content is or who created it, if you don’t have a clear amplification and execution plan in place, getting above the noise is near impossible. In this webinar we’ll dive into the 5 ways to electrify your content marketing, using data and reviewing effective native advertising methods. Brands have to wake up and focus their content to achieve higher engagement throughout the consumer’s path to purchase or risk losing TOP OF MIND to competitors that are capturing greater market share.

What am I going to get out of this?thinking-web-pic

  • Learn how to amplify your content all the time.
  • On and off domain content amplification.
  • What’s native advertising? Scale in context.
  • How to mobilize your content marketing.

Are you reaching your customer? 4 Barriers to consider:

1. We’re in a content deluge.

ContentandMediaSurplus

We’re in an era where the volume of content creation and dissemination is at an all time high with no signs of stopping. The old saying “drinking from a fire hydrant” is an understatement. The sheer volume from so many channels is creating a media surplus. This mountain of consumer engagement insight is where lots of the buzz comes from regarding big data. The brands that harness this data will dominate pure and simple. Content is omnipresent. There are no shortages of devices either. Everyone is a content creator, which adds to the noise.

AttentionDefficetDisorder2. There is an attention deficit.

Your customers are very distracted and most are multitasking over many apps and receiving content notifications frequently. Both on and off domain distractions complicate your ability to increase time with your customers. Consumers are mobile and vying for their attention in this digital ADD world pushes some brands to extreme content marketing. Brands must stay relevant and create compelling, share worthy content at a clip like never before or risk becoming irrelevant.

TunnelVisionRequired3. Tunnel vision is a requirement.

Consumers are looking for or engaging on specific content and brands must have some tunnel vision too. People can barely consume, much less comprehend, 285 pieces of content in a day. Multitasking and multiple devices is a cultural norm requiring a higher degree of content stickiness. We only want to consume content relevant to us at a very specific moment in time. Tunnel vision helps us do that.

CustomerJourneyUnpredictable4. The customer journey is unpredictable.

It’s complicated to say the least. Consumers are being influenced and the path to purchase is based on many online and offline factors. Most of us embark on an open-ended purchase path and our content consumption patterns change daily.

The above was inspired by a Michael Brito slideshare.

The $110 Billion Big Problem

Brands spent $110 Billion on Content Marketing in the last 3 years, yet the interactions by consumers on that content is low. Content is stuck in silos across the web / mobile / social / blog channels and lacks context over all consumer touch points.  Is your content disconnected?

Above is a great example of a top content creator’s precipitous decline in social engagement. Disney continues an exponential increase in it’s content creation and post rate as seen in the graph above, however, the two graphs on the right prove engagement   has leveled off and that social shares have declined over the past 3 years. The data demonstrates consumers haven’t stopped engaging but there are so many other avenues to choose from. What’s exciting is that all this content and the data from social channels sets up a data bonanza for the brands to harness.

Interest Graph Actions on Content

Data on your customer content and consumer behavior is not a nice to have but a must have for any modern digital marketing effort. You must have a clear understanding of your audience and what’s relevant to them or your marketing message will fall flat. Consumers have many interest graphs across many networks today. For marketing automation and personalization, graph data is paramount for relevant content personalization.

The_GraphBetter engagement through better content marketing insights is the focus. Brands have to look across their paid, owned and earned channels and understand the underlying interest graph of interconnections.  Anyone of these channels can go viral. The facts are most all content now has a social share function integrated with delivery or as part of the content itself. Hard actions on content can now be measured vs. social mentions or the amount of views/traffic a property obtains. Using engagement performance and applying scores on content now enables content marketers to benchmark over many sites/channels within the same content category. What’s unique? All content has gone social enabling interest graphs to be created on your customers. This data provides deep insights into what’s resonating and shared based on type, source and brand identity.

Integrated Content Experience

Brands require an innovative approach when creating and distributing their visual content, especially on mobile. Pinterest style layouts are proven to be highly effective in increasing consumer engagement and discovery. Smart brands are combining these vector scaling adaptive layouts and harnessing the consumer behavior to their advantage. By surfacing real-IntegratedContentExperencetime trends to induce higher engagement wherever the consumer is, targeting and personalization are no longer nice to haves but the key to customer retention and conversion.

Different brands and businesses have different content needs and preferred methods of engagement. Identifying your content mojo is a big part of an amplification strategy.  Brands with clear understanding of how their prospects, customers, and advocates interact across these media elements have an opportunity to retain or gain market share.

Here are the three:

  • EARNED MEDIA – Media relations, Influencer engagement , Word-of-mouth
  • SHARED MEDIA  - Social media channel strategy, Community management, Social content creation
  • OWNED MEDIA – Brand website/newsroom , Campaign microsite , Mobile apps

OmniChannelSlideWe’re now in an omni-channel world and have to look at the customer in a new way over all brand touch points. Using omni-channel retailing while working with the “Connected Consumer“, all shopping channels work from the same database of products, prices, promotions, etc. Instead of perceiving a variety of touch-points as part of the same brand, omni-channel retailers let consumers experience the brand, not a channel within a brand. Merchandise and promotions are not channel specific, but rather consistent across all retail channels.

ContentSlide

Content

If you want to be in the game you must have GREAT content – to start with – not a product promotion but a real story around client success.  The best content is that being created and re-purposed over many channels over and over.  Be realistic on the volume of content you need to create.  Insights on what your industry is creating and the volume to stay relevant is readily available over every industry.  Don’t complicate you content marketing creation process there are ample examples of what’s effective and what consumers are willing to share.

The content marketing cycle.
ContentMarketingCircleSlideEvery part of your content marketing cycle has great importance.  For this post we’ll focus on the promotion side of content marketing. A big step is defining your objectives and data you want to obtain ongoing.  Not just reporting but a plan of action over each promotional channel. Next, must have a rock solid monitoring strategy and a plan to use the data to drive your decision process.  Without these you’re just guessing and wasting time.

5 Ways to Amplify Your Content Marketing & What’s Native Advertising

EbookSlide1. Amplification Comes From Who You’re Working with

We found partnering on the eBooks creation process to be highly effective for thought leadership, lead generation and very lucrative. Who is part of your content and the quality are critical factors. Here are a few eBooks we created with top content marketers.

All our eBooks have blog posts associated with them as well as paid amplification program. Beyond our co authors tweets and reach, we leveraged native ads and found them to be highly effective in reaching our intended audience.  eBook also provided us with big rock content we used to repackaged and amplified over many channels.  For more on this topic get Jason Miller’s “Welcome to the Funnel” he is the god on content re-purposing and big rock content. 

NotNativeJustPaidPlacement2. Amplification – Paid Placement

Paid content amplification is a must have to reach a broader audience. Content jammed at the bottom of publications is one method of expanding reach -  but people call this type of amplification “recommendation” like Outbrain, Yahoo, Taboola, Gravity etc.

It’s a lower cost method to push content on top publications, however, the performance is on par with standard ad hole insertion or less. This type of content amplification  doesn’t constitute in context content marketing, however, some publishers have seen successful cross promoting content and others have not using these method.

NativeAdvertisingSldieWhat’s Native Advertising and Types of Native Ads?
What ever you call it “sponsored content,” “advertorial,”  “promoted post” or “branded content” native advertising is here to stay.  In a recent post we highlighted the fusion of content marketing and native advertising describing the native advertising matrix consists of;

  • Effective contextual advertising,
  • Branded content,
  • Advertorial and
  • Sponsored Text.Here we break them down into their visual components.

TextNativeTextSlide

Google was the first to introduce native at scale with the insertion of text ad in the search stream. Now text ad can be found on most publications. For publishers looking to get some montization and Google AdSence like placement this method will be around for some time.

SponsoredNativeSponsoredSlide

Sponsored or advertorial content is the most expensive to deploy and time consuming. Many brands have achieved success with this type of native advertising, however, for smaller brands this native method is cost prohibited. Smaller brands can achieve sponsored content like the “In Post” method below.

In StreamNativeInStreamSlide

In Stream or promoted post is the most popular form of native advertising, unfortunately, most is out of context and doesn’t enhance the consumer experience vs just clogging up one’s feed. On mobile you’re forced to interface with this type of in feed sponsored content hence why mobile video and in stream ads obtain some of the highest CTRs in the business.

In PostNativeInPostSlide

This is the newest form of Native advertising whereby the native unit is in context to the content around it. Native ads done well create a more reliable experience for the consumer than an obtrusive, in-stream ad that isn’t in context. Brands are seeing higher CTR (1 to 3%) on both desktop and mobile due to relevance. A great example is a publisher creating content on the latest refreshment ideas for summer with a Starbucks native ad unit about their latest refreshments, changing in real-time.

The in context native ad provides value to the content around it and it is an overall better experience.  No wonder these real-time native advertising units get more engagement. Content amplification doesn’t have to be hard just smart.  For more depth on native advertising see our latest post on SEJ.

3. Amplification – OwnedSephora2XGreaterEngagement

On domain visual content marketing is very effective. You have a captive audience on your website or mobile application, however many brands fail to surface the right content throughout the consumer engagement path.
Here DGDG, a large automotive dealership in the bay area, powers their thank you pages and main content HUBs from their 14 auto brands top content. DGDG Content HUBMost brand’s thank you pages, purchase exit pages, etc. are dead and they are missing a big opportunity to re-engage with their customers with fresh content and Close the Social Loop. You have their attention so put your best foot forwards.

Brands require an innovative approach to the way they display visual content and accessibility especially on mobile extending the discovery process and site stickiness. Pinterest style layouts are proven visual interfaces to increase consumer engagement and share rates. Smart brands are combining data intelligence and visual content based on consumer behavior to their advantage surfacing real-time trends to induce higher engagement wherever the consumer is at.

4. Native – Amplification

PrincessNativeInContext2Many publishers create sponsored content for brands, however, this type of publishing can be expensive.  The unique element on the right created by SocialMoms was including a real-time native ad for Princess Cruises.  The unit is leveraging trending content from Princess and distributed in a native unit over the SocialMom’s network. Content is created as part of the native unit to increase greater context.   Princess Cruises native units achieve 20X great CTR than industry averages due to dynamic images based on consumer data and smart placement.

MobileIsLackingOnMostBrands5. Mobile Mobile Mobile

Mobile content display is lacking on most brands and the use of data on consumers to create a better user experience is almost non existent.  A great example is the mobile interface on Disney.  Here we have a static layout, content change is infrequent vs user engagement driving content changes based on trends or past behavior used in an Instagram layout structure. Brands that integrate Infinite scrolling, simple sharing and adaptive interface increase time on site.

InfiniGraph’s vector scaling and adaptive content design for any content type provides flexibility to content published by the brands in a robust mobile interface. You followers are coming to you site on mobile devices especially if your amplifying content over native networks like Facebook etc.  Here are a few tip to consider when developing a strong mobile strategy.

Customer Experience ImagesmPut the user first

  • Observe what users are trying to accomplish.
  • Derive patterns from their behavior.
  • Create the content Features (infinite scrolling, swiping, touching) that they do on other apps.

 

SimplicityRocksFocus on simplicity

  • Both design and user experience are critical.
  • Smaller screens require simplicity is crucial.
  • Remove everything superfluous from the UI.
  • Only show elements to the best advantage.

Context-is-kingsmContext is king:

  • Mobile is personal.
  • Devices keep getting smarter.
  • Information can be personalized.
  • Content is delivered to the right user at the right time and place.

 

Want to download the slides?  Tell us what you think, what content marketing and amplification techniques are working for you.