Season 2 Episode 9: How Is Willmott Dixon Using Video Within The Construction Sector?

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Episode Description 

In this episode of The Video Marketing Show, our Managing Director, Phil Arkinstall, is joined by Head of Communications, Louise Roden, from construction heavy weight Willmott Dixon. They discuss how such a large firm uses video for both internal and external communications. The benefits they have seen since using video and their future plans for video. Watch the full episode here 

 

Transcript 

Hi, I’m Phil Arkinstall from Ark Media, and this is The Video Marketing Show. Today I am joined by a special guest, it’s Louise Roden from Willmott Dixon. Today, we’re going to talk about the construction sector and how they use video. So, Louise, can you tell us a little bit about how Willmott Dixon use video.

In my role, I’m responsible for internal communications and external communications and we use video across both of those. From an internal communications perspective, we use video for virtual events, like creating pre-recorded content. We also, pre pandemic, we use video to capture business events and highlight reels for people who aren’t able to attend. For external communications, we use video to share the impact that we have on local communities, to capture unique stories from our construction projects. They’re typically quite technical so we use video to talk about that in simple terms.

Do you use your videos as part of your calendar of events, do you plan them in?

Yeah, we use video as part of our calendar of events and we schedule those in from year to year. I guess the main one that we have done recently, is our virtual Building on Better awards and these are internal awards where we recognise the efforts of our people. We had to find a way to do it virtually that would A) be engaging, B) be cost effective as well as allowing us to share the stories of those people who were being recognised. We had a theme around travel, so we picked out a theme that people would’ve missed from the past 12 moths. We captured all the stories of people that would have nominated others, then all edited together and created a really powerful piece, and the feedback we have had from within the business about that has been brilliant.

So, do you also use video for internal comms as well as a way of communication?

Yes, we do. We use video for training, sharing site stories, leadership briefings and sharing learning as well and best practice.

And what about CSR? I imagine as a large organisation you have to do quite a bit of CSR, so how do you use video in that sense?

Our CSR programme is split into two halves, and one is around sustainability and the other around social value and community engagement. From a social value perspective, we capture community stories and the work that we do with local communities. From an environmental sustainability perspective, we appreciate that what we do can be quite technical so we try to use video to explain the why, the results and the benefits of the work that we do in an easy to understand way.

So, what would you say to another comms professional that works in construction who’s perhaps thinking about using video for the first time?

It doesn’t have to be as super expensive or as time consuming as you may think, if you pick a good video production company you can really reap the benefits of it.

With Willmott Dixon being quite a large firm, what challenges do you where video can actually help to overcome a problem?

Our biggest challenge at the minute is the geographical spread of our workforce. Traditionally, reaching those teams out on sites has been a challenge, they don’t have a lot of time and they generally don’t like to read heaps and heaps of information, so we find that video really captures their attention.

Having worked with a video production company for a while now, what would you say are the best and worst things about working with a video company?

The best thing about working with a video production company is that they really challenge your thinking. You may have an idea or purpose that you’ve got in mind but by having people that are experts in storytelling and producing content you really get extra benefits.

So, finally, could you give us three tips for anyone in the construction sector who’s thinking about using video.

I’d say really define your purpose and why you are creating each piece of content. Think about the story first, focus on the B-roll afterwards. The other thing I’d say is put time into creating the brief and working closely with Ark to make sure that everyone is on the same page. Spend some time coaching some of your key speakers and key voices within your organisation to enable them to be more confident in front of the camera.

That’s brilliant, thank you Louise, that’s really good, and some real good insight there. So, thanks very much for joining us for this episode of The Video Marketing Show and hope to see you again soon.

Season 2 Episode 8: How Can Video Help Increase Employee Engagement

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Episode Description 

In the weeks episode of The Video Marketing Show, join Ark Media’s Head of Marketing, Judith Hutchinson, as she talks about how video can help to keep your employees engaged. It is said that we retain 95% more information from a video compared to text and that 54% of employees now expect to see video in the workplace. Watch the full episode here to find out more.

 

Transcript 

Hi I’m Judith Hutchinson from Ark Media, so how can video help increase employee engagement?

54% of employees expect to see video in the workplace, so when you’re looking at internal comms channels, video is definitely something to consider. For larger or geographically diverse organisations, video is a great way to get a consistent message out to your workforce. Onboarding, training, education, seminars, a monthly update from the CEO or a thank you message to someone that has gone above and beyond.

Video helps to build trust as you can see and hear a real person, not only this but it is said that when we watch a video, we retain 95% of the information than when reading text. Your employees are not only more likely to be engaged with a video, but they are also more likely to retain the message as well.

Training videos can also be a big help here, staff don’t have to worry about travelling to different offices for training, the training can be brought to them. This also frees up their time and saves the business money.

Video is also a great opportunity for your employees to get more involved with your company and therefore more engaged. Get them to star in the video.

We can help you with your internal video communications, find out more by visiting our website, www.arkmedia.co.uk

 

Season 2 Episode 7: How Engaged Is Your Audience?

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Episode Description 

How do you maintain your audience’s attention from start to finish? What are some of the methods you could use to boost their engagement? Join Phil on this week’s episode of The Video Marketing Show where he shares the best ways to keep your audience engaged. You can watch the full episode via the link above

Transcript 

Hi, I’m Phil from Ark Media, today I’m going to answer the question how engaged is your audience? First thing you need to think about it is your audience retention. You need to try and keep this as close to one hundred percent as you possibly can as this means that people are watching your videos all the way to the end. How do you do that? First off, something that you probably already know, but you will need to grab their attention from the very start. It is said that we have a maximum of eight seconds to grab someone’s attention, it’s even smaller on platforms like Instagram and Tik Tok. Give them a statistic or a question that you’re going to answer, give them a reason to stay. Next add in some b-roll, this is footage that isn’t just you talking to the camera, this keeps the video interesting throughout, rather than just watching the same person talking or the same clip. Have you ever considered a co-host or guest? Add in other people’s opinions and bounce off one another to create conversation that really helps to engage with people. And finally keep you content concise; answer the question your audience needs in just a few minutes, be informative and cut out any irrelevant information.

So just to recap grab their attention with stats and questions, add in some b-roll and finally be concise. For more information have a look at our website about our work at www.arkmedia.co.uk. Bye for now.

Season 2 Episode 6: How Video Can Help With Your Internal Communication

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Episode Description 

Has your business struggled with communication during the pandemic? Do you need to communicate messages to a great scope of people both efficiently and effectively? In this episode of The Video Marketing Show Judith and Louise share with you how video could help your business share information quickly and dynamically.

Transcript

Judith – Hi everybody welcome to this episode of The Video Marketing Show, I’m Judith Hutchinson from Ark Media and today I’m joined by Louise Roden Communications Manager from Willmott Dixon. Louise is also a distant relative of Ozzy Osbourne. So today we’re going to talk all things internal communications and video. So Louise welcome, can you tell us how Willmott Dixon communicates internally please?

 

Louise – So being a construction business just by the nature of what we do our people are geographically quite dispersed, some working on construction sites and other people in offices. So we use a variety of internal comms channels to ensure we share our stories and messages in a multitude of ways, that A. reach the people we need to reach and B. communicate messages in ways that match peoples learning styles.

 

Judith – And you’ve obviously been using video, can you tell us about how it’s helped as part of your internal comms?

 

Louise – So particularly during the pandemic, we’ve been able to capture briefings and updates for our people from our leaders in a more personable way, giving people that visual element that we’ve all been missing out on really and helping people to connect back to the business and that bigger whole that they’re part of. We also find that video is quite a fast and dynamic way of sharing information, particularly with the service we’ve been utilising from Ark over the last 12 months regarding the editing service. I can shoot content on Teams or Zoom and then Ark edit it for us and that enables us to respond quickly. We also use video to share some of our stories from sites and projects to share what our people are doing, what’s unique and to promote the schemes that we’re developing for our customers.

 

Judith – What would you say has been the biggest challenge for you as an IC professional within the pandemic?

 

Louise – I’d say the biggest challenge that we’ve had over the past year from an internal comms perspective is communicating with our people who are two hours, three hours away and enabling them to feel connected to the business as a whole, and making sure our leaderships stay visible to our people.

 

Judith – So in terms of the next 12 months, taking into account what’s happened with the pandemic, what do you see as the biggest challenges for an IC professional in the next 12 months?

 

Louise – Our biggest challenge I think as internal comms professionals is adapting to the change and blend of workplace dynamic, a lot of people have now signed up to homeworking policies. I think it’s about ensuring that connections stay in place regardless of where people are.

 

Judith – And in terms of video what types of video work well for you?

 

Louise – I think it’s about looking at what you’re trying to achieve, the purpose and fixing the type of video you’d pick to that need. If we do an event we find that a highlights reel works particularly well, if we’re doing a virtual celebration I think animation adds an element of fun and entertainment. I wouldn’t say one size fits all it’s about really nailing down what you’re trying to achieve.

 

Judith – And since you’ve started to use video as part of your internal comms channels, how would you say things have changed?

 

Louise – Regarding our people, our happy scores last year were actually the highest in the country for Willmott Dixon and I think a lot of that is owing down to video and just ensuring that we can connect with our people quickly. I think the other benefit we’ve found is that we can benchmark what videos seem to do well and what don’t, so we’ve been looking at our hit rates on some of our social content to see how videos are performing against others.

 

Judith – So Louise given that there’ll be other IC professionals watching these videos what would be your top three tips for them?

 

Louise – The first one would be really defining your purpose and your method for internal audience and understanding who it is you’re trying to talk to. The other tip is putting time into creating the brief and ensure that everyone who’s taking part in the filming really tries to understand what you’re trying to achieve. That leads into my third point about the people that are taking part in the filming, ensure they understand their voice, spend a little bit more time with them coaching them and helping them understand what you need them to say, how they need to say it to ensure that it comes across authentic. I think it enables you to cater for people who are visual learners as well as people who digest information by text. It gives you another tool in your tool box really.

 

Judith – Thanks so much for appearing in this episode Louise, thanks for watching everybody, if you’d like to subscribe to the YouTube channel we’re @arkmediaproductions and we’ll see you in the next episode.

Season 2 Episode 5: How To Look Good On Camera

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Episode Description 

Are you wondering how you can look your best on camera? Join Graham on this week’s episode of The Video Marketing Show as he gives you his 3 top tips – 1. Be energetic, 2. Film in good lighting and 3. Use a tripod!

Watch the full episode above.

 

Transcript 

Hi my names Graham from Ark Media, and today I’m going to be giving my top 3 tips of how to look good on camera, pretty rich coming from me, I know. Tip number one be energetic, the more enthusiasm you put into it the more your audience will be engaged. Number two always film in good lighting. Too bright and you’ll look like a ghost, too dark and we won’t see you! It’s best to position yourself by a window, that way you can use natural light to light up your face. Tip number three, always use a tripod, set it up so that the camera is in line with your eyesight. Too high and you’ll look tiny, too low and you’ll look enormous. Using a tripod to steady your shot will allow you to focus more on what you’re saying rather than holding a camera steady.

If you need help with your videos, we are always happy to help, find out more information on our website www.arkmedia.co.uk

Thank you for listening

Season 2 Episode 4: Why is video marketing so effective?

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Episode description 

Why is video marketing so effective? What is it that makes people want to purchase your product or service? What impact can a video have on your marketing goals? Join Phil in this week’s episode of The Video Marketing Show where he will give several reasons as to why video marketing really is so effective. Watch the full episode via the link above.

Transcript 

Hello and welcome to The Video Marketing Show, I’m Phil and today, I want to answer the question, why is video marketing so effective?

Firstly I want to talk about the emotional connection that video can create, compared to text or image. Having real people talking about your product or service can help a business to build that emotional connection and relationship. Also, people expect to see video now, it’s a language that everyone understands and is now used across many platforms. 81% of businesses now use video, building that emotional connection with your customers is also really important as people buy from people. They want to understand completely what it is they are purchasing.

Secondly, I’d like to talk to you about how to save time and money using video. A perfect example of this would be, to use a short explainer video to describe a complicated product or service to your customer. This can alleviate calls to your call centre or your office, and therefore frees up your staff to do more important tasks within their day.

The final point I’d like to make is that there is an absolute range of videos out there on offer, from short social media clips to help engage your audience to fifteen-minute interactive training videos, there’s so much variety, and there will always be something to suit you and your customer’s needs. Animations a great example here, you get quite a few people who don’t like being in front of a camera and animation is a great way of potentially avoiding putting somebody in front of the camera, and bringing subjects to life as well, so perhaps something that’s not particularly visual can look a lot better in animated form than it does in live action. We also now have interactive video. This is where the viewer picks the journey that the video takes, again great for training as your staff are more likely to retain information from a video but also great for building trust in a relationship with customers due to the ease of getting to know your brand and products.

So, these are just a few of the reasons why video marketing is so effective. Positive ROIs come through using video and it’s said to be a language that everybody understands. People now expect to see video from companies, both in internal and external communications, and I think something that we are real big advocates of is having a video strategy session to find out more about how video can benefit a business and solve a business problem, that perhaps historically, video wouldn’t have been the chosen format.

Thank you for joining me on this episode of The Video Marketing Show. Please check out our other episodes on our YouTube channel and I’ll see you soon.

Season 2 Episode 3: Why Video Testimonials Work

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Episode Description

In this week’s episode of The Video Marketing Show, Ark Media’s Head of Production, Graham Allsopp, gives his three top tips as to why you should be using video testimonials in your video plans. Watch the full episode via the link above.

Transcript

Hi, I’m Graham from Ark Media and today I wanted to shed some light on why you should be using video testimonials. Here are my top three tips as to why video testimonials work really well.

Number one, they provide social proof. You can have a real-life person, telling your audience about their experience with your product or service. It creates trust and remember that people buy from people.

Number two, video gets shared. Across all social media channels, video gets shares 1200% more than images and text alone. That’s a lot of people you can get in front of, very easily! A Google review will work fine, but it’s not going to be shared as much as a video.

And finally, video helps people to make purchase decisions. 73% of people have said that they have purchased from a brand after watching their video. Having real life people talk about your brand helps to build emotional connections with your audience, they build trust resulting in higher sales.

These are my top three tips for why video testimonials really work. If you have clients that have given fantastic feedback, we can help capture their thoughts on camera, just email us [email protected] or visit our website to find out more

Season 2 Episode 2: How Much Budget Should Large Businesses Allocate To Video?

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Episode Description

How much budget should you be allocating to video? Join Phil & Judith as they discuss the different types of video, different ways you could be using video and how this can help you decide on budgeting. Watch the full episode above.

We can also help you to define the challenges that your business may be facing and how video can help to overcome these.  You can contact one of our expert team members on  [email protected], just leave us a short description of your business and we will get back in touch with you

Transcript:

Judith: Hi everybody, welcome to The Video Marketing Show, I’m Judith Hutchinson

Phil: And I’m Phil Arkinstall

Judith: And in this episode we’re going to be answering the question, how much money large businesses need to be dedicating to video

Phil: Shall we start off by talking about strategy?

Judith: Yeah so first of all you have to start with your objectives, what it actually is you want to achieve, and I think it’s important to also think about that it might not just be about marketing for your organisation, it might be about internal communications as well and training so thinking about in terms of the budget you want to allocate to video are there different departments and if so do you ger economies of scale when you buy video, but predominantly organisations are looking at marketing for video because its such a good way of communicating with your customers. So think about what it is you want to achieve, what your marketing objectives are, and then I always advise clients to then think about their customers so where are they consuming that content. Obviously if you’re thinking of a television advert that’s going to be a different ballpark in terms of money to an Instagram campaign for example. Although that said, with things like Sky TV AdSmart the costs are quite comparative at the moment. And also think about your ROI as well, if you’re wanting to generate hundreds of thousands of pounds a self-shot video probably isn’t going to cut the mustard. If you’re wanting just a one-off zeitgeist piece for social then maybe a quick Facebook live will do it sort of a thing. So I think thinking about what your overall objectives are, your customers and what ROI you’re expecting as well will help to influence how you put together that budget.

 

Phil: So thanks so much for joining us for this episode of the Video Marketing Show and we look forward to seeing you on the next episode.

Season 2 Episode 1: Should I make a video or a podcast?

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Episode Description:

Season two of The Video Marketing Show kicks off with Phil, our MD who is joined by Pete Morgan from Monkey Pants Productions. In this episode they discuss:

  • The benefits of podcasting
  • What industries are adopting podcasting
  • Does video have a place with podcasting

Watch the full episode above.

Transcript:

Welcome to The Video Marketing Show, I’m Phil Arkinstall and today I’ve got a special guest, Pete Morgan from Monkey Pants Productions. So, Pete could you just tell us a bit about yourself.

For thirty years I was a full-time radio presenter and producer and then in 2017 I decided to leave radio behind and fully commit myself to the company and help businesses get into podcasting.  

So, what’s the benefits of a podcast?

The benefit of a podcast, from my point of view is it’s your chance to reaffirm your expertise, and what I love about audio and podcasting is this relationship, this connection that you make with the listener. Because with podcasting it’s very much a one on one, most of the time, majority of the time, ninety-nine percent of the time, you’re just talking to one person, and that is an incredibly powerful tool for communicating who you are, what your business does and the benefits of your business, without making it a sales pitch.  

No, that’s really good and I think, obviously with a video production hat on, do you see the benefits of video and perhaps linking that with podcasting?

Absolutely, I tell all my clients there is absolutely a visual side to making a successful podcast. If you look at one of the biggest podcasts, not on of, the biggest podcast in the world, which is the Joe Rogan show, which has been bought by Spotify. He had a huge following, if not just as big a following on YouTube as he did for his podcast, so, there is absolutely a place for it depending on how you feel about being in front of a camera, and what your budget is as well.

What are you finding then in terms of the industries out there in the business world, like who’s adopting podcasting and what areas haven’t quite got in there or they’re perhaps on the cusp, or a newcomer into the marketplace?

What I’m finding is that it’s lots of SMES that are going for it, a lot of self-starters particularly during the pandemic as well and the lockdown. A lot of people have gone ‘right I’ve started this business, I’m going to start a podcast, as kind of a companion piece to go with it as well.’

So, are you finding much crossover with any of those clients where they’re using video and podcasting? Or are you finding that, perhaps, one area goes for video and one area is more focused around spoken word.

I think before the pandemic there was a definite split, that you were either podcasting or video, but what has happened since the pandemic, is that people have been doing both. This is the thing, YouTube is the third biggest way that people are finding podcasts. YouTube is becoming a bigger and bigger player in the podcasting market and it, there’s no way you can ignore it anymore. 

So, I think just to close off Pete, could you give us your sort of, top three tips for anyone who is thinking about setting up a podcast.

The first one is plan, but don’t plan to much, know what your title it going to be, know what the format is going to be and then just start. The second one is invest in a microphone, because it’s the biggest and best investment you’re going to make. And the final tip is, social media is your friend when it comes to marketing it. A successful podcast is one that is listened to outside of your network. Not, all of your connections on LiknedIn saying they like it.

 That’s brilliant, thanks very much Pete, that’s really insightful, and its always great to talk to you and thank you very much for joining us.

No, thanks very much for inviting us Phil.  

Thank you for joining The Video Marketing Show today, if you like this episode, there are further episodes available on our website and on YouTube so please have a look and look forward to seeing you next time.

The Ark Media Video Marketing Show, giving you powerful video marketing strategies to truly make an impact

Episode 12: Curious About TV Advertising?

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Episode description:

In this week’s episode of The Video Marketing Show, Phil and Judith were joined my Selena Higgins-McCarron from Sky AdSmart and David Geary from Tank Top Media to discuss how simple TV advertising can be. If you have been considering advertising on television but think it may be out of your reach due to budget constraints, this episode is one to watch. You can watch the full episode via the link above or listen to the podcast below.

Transcript:

Welcome to the Ark Media Video Marketing Show

Phil: Hi I’m Phil Arkinstall and welcome to the Video Marketing Show. Today I’m joined by Judith Hutchinson our head of Marketing, and we’ve got two special guests today. So, they are…

David: Hi I’m David Geary, Tank Top Media, Media planning and buying agency based here in Birmingham.

Selena: Hi and I’m Selena Higgins-McCarron, I’m sales controller for Sky AdSmart for the West Midlands and East of England.

Judith: So, we’re here today to talk about all things advertising on television. We’ve asked out clients and contacts if they’ve got any questions for our guests, so we’re going to kick off with question number one which is why is TV advertising a good idea? And when isn’t it a good idea? So, I think I’m gonna pass over to David to start with answering this question first.

David: When is TV advertising a good idea. TV advertising is a great idea for companies and brands, and it does a lot of different things, so Sky AdSmart for example is a great opportunity for brands and clients to target advertisers in a low entry cost way linear TV so ITV, Channel 4, mainstream TV, it it’s like the more expensive but does a different job. So yeah, has that answered the question?

Judith: I think so and also, I think people were asking when isn’t it a good idea and I know people come to you as a media buying agency to buy you know, across digital, print, outdoor as well as TV. What would you say, I guess when you would direct somebody to other than television advertising if that makes sense?

David: Yeah, I think TV does a job for clients, it depends on a particular brief that any client would give us and its evaluated as such as part of the overall media mix. But TV offers credibility, it offers targeted capability through Sky AdSmart. It offers kudos for clients as well when they’re seen on TV you know the saying ‘as seen on TV’ sounds far greater than ‘as seen on Facebook’.

Judith: Okay question number two. What are the differences and benefits of Sky TV AdSmart? Selena can I come to you to answer that question please.

Selena: Of course you can, hi Judith. So yeah, I mean AdSmart from Sky is a new way that allows advertisers of all shapes and all sizes to advertise on TV and advertise from a really small price point as well. Because the platform advertises only to the audience you pick it means that entry level costs are from as little as £3000 but you cherry pick the households that matter to you and land the advert to them only so there’s no wastage and you’re just directing people to, directing to the households that you want to.

Judith: So that’s quite a powerful thing for marketers to know that you’ve got a minimum spend of £3000 and that £3000 is only gonna be spent getting to the people that you definitely want to get to.

Selena: Absolutely, so AdSmart from Sky it marries the big screen capability of a linear TV campaign because the quality of the programme that your advert goes out in is immense but it offers the benefits of a digital campaign so it allows you to essentially cherry pick those audiences, so whether that is a household demographic, whether that is experian mosaics or even you know we can target type of cars that people drive but because we segment the audience in a really targeted way it just means that you buy those households rather than a broad stroke brush approach when you do a linear TV campaign and that’s the main difference really.

Judith: Okay thank you. Next question, what’s the process of getting a TV advert produced and on air? I’m gonna come to you Phil to answer this question.

Phil: Yeah sure so there’s a couple of different stages when you’re producing an advert. There’s the creative stage so that’s coming up with the idea and the storyboarding and getting that all into the shape to make the final piece of work but you have to go through certain different compliance sort of areas as well, so everything that goes out on television has to go through Clearcast where they will look at the script in the first instance, they’ll feedback on any changes they expect you to make but they also ask for substantiations as well. So, then you would have the actual process of making the advert so the production of, the editing, potentially recording a voiceover, adding music, visual effects, graphics, call to action at the end of the advert. Then it would go back off to Clearcast for the approval of the final film and then beyond that you would then use a service to actually deliver the file to the broadcaster. And that’s where it’ll go through its technical processes so that’ll be checking the visuals are all okay, things like it’s been checked for epilepsy in the sense of is there too many flashes within the sort of time frames and there’s different checks that they make to make sure that it hits a really high quality standard and that’s based on the visual side and on the audio as well so they’ll check that the sound levels are consistent, this is so that one advert isn’t louder than all of the others, so there’s a sort of level playing field there. And then that would then go to the broadcaster, they would slot it into the slots that a media buyer like David would purchase in the first instance and then you would have your transmission run for however long that may be.

Judith: So Phil would it be fair to say that when you’re working with and I’m gonna get a plug in here for Ark but when you’re working with Ark Media for example as your production company, we would deal with all of the Clearcast everything such as that, it’s a case of briefing us, we produce the video and we make sure it gets on air.

Phil: Yeah.

Judith: Okay so next question moving swiftly on. What types of businesses could and should consider advertising on TV? David from Tank Top I’m coming to you.

David: I think with the low entry cost of certainly Sky AdSmart I think it opens the door to all, a lot more businesses, all businesses I was going to say but a lot of businesses now that might have considered to be local even local spending types of companies you could consider Sky AdSmart and I think that’s the important thing now is the capability of avoiding wastage out of area wastage, if you’re local area marketing is as such that you only are talking to a certain town or an audience in a certain part of the country you’re able to do that new thing Sky AdSmart in a in a really targeted, efficient that’s the important bit I think is efficiency, if you can target them in an efficient way it works it works very well for pretty much anyone who’s advertising at the moment really.

Judith: Okay so next question, how do you measure performance especially compared to linear TV? Selena can I come to you first please?

Selena: So with AdSmart because of the technology within the platform we have a really robust metrics of measuring the campaign when its gone to air so because you’re buying it on a household basis once we’ve identified those households we insure that their ads are played at generally across say a 4 week campaign you’d look at getting around 7 ads to go out across that 4 week period so that is a household times by the amount of views gives the amount of impressions or the amount of ads that serve to that particular, that part of that campaign I should say so during the campaign we give a report to the media buying agency or the client which explains how that campaigns delivering so the impressions  what days they’ve been going out, you know how the frequency is building, and then at the end of the campaign you get a full report which kind of brings into context all of those deliverables across that campaign so what happens is a lot of clients will look at that report and marry that to their google analytics and then generally you’ll be able to see that if I’ve had 10,000 ads say delivered on a Tuesday obviously they’ve had an uplift on my google analytics then hey this has obviously had an impact so that’s kind of the entry level reporting that we do as part of this but you know for slightly bigger campaigns we can offer with a data sharing agreement we can even map back as far as identifying which house was delivered that ad and you know did that house go and purchase and we’ve got some web attribution pieces that are coming through now so we can even map when the household has seen, has it gone onto that website, did it perform an action so I think you know the capabilities and the sophistication of AdSmart just really elevates the reasons why it should be on more peoples marketing strategy because it is that big screen, in your face, its delivering the trusted brand awareness like David said but its telling you exactly what happened afterwards and the action points that are delivered so yeah. Powerful stuff.

Judith: Yeah it’s a marketers dream to be so targeted and you know sort of have that the measurements there to be able to show the ROI.

Selena: Definitely, it really really is and you know I think the proof in the pudding is that as well we’ve had since launch of AdSmart we’ve had £2,400 companies that have taken a campaign with us and (erm) 75% sorry over 70% have come back to rebook and there’s nothing more powerful than that because clearly if it doesn’t work it’s not something that people will invest their marketing spend in again but we are seeing those repeat businesses, we are seeing those companies come back because they are seeing the benefit and the ROI to those campaigns as well so it’s great and one other thing to kind of land as well is that with AdSmart you only get charged as an impression if 75% of that ad is viewed so you have to watch 22 seconds of the ad before skipping or changing channel before that’s charged as an impression so again it just gives marketeers comfort that your ad is seen and its seen through to a point that that message is landing with that consumer so all good.

Judith: One question left. So, what is the minimum spend but I think we’ve already covered that.

Selena: It all depends on your target audience, the geographical area you want to target because you know with AdSmart we can literally target drop a pin and do a radius around a map or we can target by postcode, by local authority areas so it all depends on scale it depends on you know what exactly you want to achieve with that campaign.

Phil: So, David and Selena thank you very much for joining us today it’s been really insightful to find out more about what you do and how businesses can potentially use the power of television advertising. Thanks very much for joining us for this episode of the video marketing show and hope to see you again soon.