Leader in producing and distributing banking advertisements made for television and online platforms
Our approach to your project means that we can be with you for every single step of the production process from pre-production planning, filming of the video, post-production work, to the distribution of the advertisement that has been created – if you need us to.
Video production is a powerful marketing tool and we treat it as such, no matter the diversity of your audience.
We’ll start with the aims and objectives of the video, look at the target audience and where and how you want to distribute it whether that is regionally, nationally or internationally. From that we can specifically advise on content, style and the best way to present your advertisement.
All this before we’ve even picked up a camera.
To find out more about our bespoke services, enquire about costs or begin your journey with us, get in touch now and we’ll be happy to help.
Location scouting is a vital process in the pre-production stage of filmmaking and commercial photography.
Once scriptwriters, producers or directors have decided what general kind of scenery they require for the various parts of their work that is shot outside of the studio, the search for a suitable place or "location" outside the studio begins. Location scouts also look for generally spectacular or interesting locations beforehand, to have a database of locations in case of requests.
Scripting & Storyboard – The pre-production phase of a project is where the entire planning takes place before the camera rolls.
Whether it’s measured in minutes, hours or days, this planning phase sets the overall vision of the project. Pre-production also includes working out the shoot location and casting. You’re in pre-production mode the moment you start writing down a few points to cover in a video even if it is a short piece made for a blog. As your projects become more ambitious you can start to storyboard the project. Storyboards can really smooth out the post-production process when it’s time for editing. This will really be useful if there are multiple people working on the project.
Visual advertising is a component of your brand.
Both the medium chosen and demographic targeted for advertisements builds a brand. Too narrow an advertising focus, and a company risks being “pigeon holed” and losing their ability to expand into new markets. Too broad a focus, and the company fails to create a definable impression of the company in the minds of would be customers.
What we do
Production begins once the footage is recorded. This process will capture all the scenes and information captured in the pre-production process. During the production process you apply various the lighting requirements, framing and work on composition.
Some projects will also shoot B-Roll during the production process. B-Roll is supplementary footage that can be included in the finished product.
The post-production process begins after all the footage has been captured. This is actually our favourite parts of the video making process. Graphics can be added along with images, music, colour correction and special effects.
This is where your video project will really come to life.
How we got here
So why do we even need this adtech stuff? Weren’t advertisers doing just fine? Well, yes, there was a simpler time in advertising when big marketers could simply let TV do the heavy lifting. Even the largest TV advertisers simply picked the age and gender they wanted to target, chose their shows or networks, sent in the creative and then (hopefully) watched the sales roll in. It was effective. And it was simple.
As time went on, the introduction of online video sources, streaming platforms and new devices led to widespread consumer fragmentation. TV went from receiving 100% of video viewing in 2000 to nearly a third of that in 2015. This fragmentation created a need to aggregate all of these audiences for scaled reach and accurate measurement.
To address these challenges, our industry created a whole new set of tools and technologies. DSPs, SSPs, DMPs, bidders, exchanges and the list goes on.
Unfortunately, with the rise of a digital ecosystem came new challenges. New metrics like ‘viewability’ or ‘click through rate’ added to the complexity of measuring ad effectiveness. Additionally, online inventory opened opportunities for bad actors to perpetrate fraud through non-human traffic.
One can rightly ask: “Is adtech solving problems that already existed or is it solving problems that it created by the very nature of its existence?” Today, it’s not unheard of for a marketer to spend more time analyzing fraud or viewability than they do digging into whether or not an ad campaign is actually moving product off of the shelves.
And while these factors are still massively important, they shouldn’t be the marketer’s sole focus. They should be inputs into the ultimate outcome, which is driving sales or other key brand metrics.
The real role of technology
Programmatic barriers can’t be an excuse for not selling products. Technology’s promise is, and always has been, to drive better return for publishers and higher efficiency for advertisers. And, outside of the bad actors, it’s working. We now have systems in place that can forecast the value of one person seeing an ad over another − and then prove that forecast’s accuracy with measurable results.
Technology should never pose a hurdle to progress − it should be a conduit to the real goals this community has been chasing for so long. We’re not at an ‘overly-confusing crossroad,’ we’re at a turning point in shifting from gut-instinct to scientific innovation.
Marketers are charged with building a brand and driving revenue. For the first time in advertising history, technology can prove that happens − and then adjust strategies to make it happen more often.
Technology is not feeds and speeds − technology is optimization, beyond human capability, that drives results.
Banking Marketing importance
Financial marketing experts will be investing more of their marketing budgets in paid digital advertising over the next five years. A recent report from eMarketer revealed that digital advertising trends will redefine how the banking industry markets its products and services for many years to come. Digital is already making an impact, with digital ad spending set to increase 14.5% over last year to surpass $7 billion. Expect banks and credit unions to continue shifting more of their marketing budgets toward online and mobile channels. And by 2019, the U.S. financial industry should be spending more than $10 billion a year on digital advertising. TheFinancialBrand.com shared which digital advertising trends will pay off the most.
Digital Advertising Promoted to a Priority
The banking industry is already cashing in on digital advertising. According to Kantar Media research, the industry’s desktop display and paid search advertising increased by a substantial 20.4% in 2014. This impressive growth should continue..
Paid Search Continues to Pay Off
Commanding $3.4 billion of the U.S. financial industry’s total digital ad spend this year, paid search advertising will be the dominant format of paid media for financial marketers. Following closely will be paid digital display, which will garner $3.02 billion of the industry’s ad spending this year. Many marketers attribute the popularity of paid search to consumer preference for the channel as a way to research products and services from financial firms and insurance companies.
Digital Video is On a Roll
Digital video on both desktop and mobile is proving to be a top trend, with financial marketers set to spend $755 million on video ads this year. Most of these ads will be short pre-roll formats, but there is growing momentum for longer videos that engage audiences with stories tied to branded content sponsorships.
Mobile Moves to Higher Importance
In addition to being a mainstay in consumers’ daily lives, mobile has emerged as a convenient way to access financial accounts and services. As a result, eMarketer projected that bank and credit union marketing professionals would be increasing their investments in all types of mobile initiatives, including mobile search, mobile display, mobile video, and programmatic buying of multiple mobile media. Financial institutions are expected spend half of the industry’s total digital ad investment solely on mobile advertising in 2015, which is will be an increase of more than half the mobile outlay of 2014.
Social Media is Gaining Buzz in Budgets
The finance, insurance, banking, and credit union industries are expected to continue investing in social media marketing over the next five years, according to eMarketer. And research from Duke University’s Fuqua School of Business revealed that financial marketers are allocating around 3% more of their marketing budgets to social media in 2015 than last year. With digital advertising expected to earn more of the banking industry’s interest and investment, credit union marketing specialists should follow these trends to reap the greatest returns.
Rise of digital Tech
The rise of digital tech and marketing has altered the way business is done around the globe — in almost every way possible. These advances, which are happening faster and faster, and will leave financial institutions behind if nothing changes. Banks and credit unions that are quick to adapt, and adopt proven effective digital marketing technologies will engage consumers in the ways they want to be engaged. Those institutions that find success will thrive, while others will quickly fade away.
According to a recent eBook published by Marketo entitled, Don’t Get Left Behind: The Rise of Digital Marketing in Financial Services, financial institutions have been slow to change, mostly due to “the existing perspectives of how things should be done and the long time-scales required for their operations. This makes them rather conservative and unwilling to experiment with new and possibly unsafe technologies.” In fact, fewer than 15% of banks have mature digital marketing policies. This is clearly much lower than other industries.
Digital Advertising Promoted to a Priority
Leila Lavaee, a data analyst focused on digital strategy and customer experience at TD Bank, says it’s time for financial institutions to get serious about big data.
“The next frontier of digital marketing for financial institutions is to truly take an organization’s big data and create multi-dimensional customer personas” — Eric Barba,AVP/Digital Acquisitions,Barclaycard US. The promise and potential of big data has enraptured marketers in nearly every industry, including banking. According to data from Gartner, 64% of companies are currently deploying or planning big data initiatives. But last year the focus was more on infrastructure and all costs associated with it. What seems to be missing in the bigger picture is the true value of big data which is if — and only if — it drives practical, actionable strategic insights. Many still don’t know what they are going to do with it.
Leila recently gave a thought-provoking talk on building a “big data mindset” and how it can enhance the customer experience. Leila explained how to develop the new analytical strategies and skills required to mine massive data sets. But most importantly, she suggests that instead of “big data,” financial marketers need to think about the right data. Storing vast amounts of information in a large-yet-efficient system does not — in itself — benefit the institution that data isn’t being used to generate insights that drive marketing and business decisions. People tend to have a narrow vision of big data, thinking of the term merely in the context of IT infrastructure, storage, cost, training, privacy, security, etc. Big data represents a fundamental shift in strategy, and not merely a new suite of technologies.
The Fundamental Model of Retail Banking
Alex Sion, the CEO of Moven, says that he believes banking will be less about product innovation and more about innovation on the client experience. According to Alex, banking has to get back to the place where the banking experience is utility for the customer rather than a profit center designed to primarily benefit the bank.
The top three decisions he believes marketers need to consider are:
- Who is my customer?
- What is the value are we providing them?
- How do we best represent and talk about our value in the marketplace?
He says financial marketers need to look closely at those questions and believes many will re-evaluate what their banking experience actually should be… at least for those institutions that reflect on the questions honestly. According to Alex, banking has become a digital play. It surprises him that a service which is now almost entirely virtual is still so dependent on retail marketing and distribution — “a bad problem,” as he describes it. He says the retail banking industry is at a critical inflection point. The cost of managing relationships through massive branch networks outstrips many banks’ ability to generate profits. Meanwhile, jaded consumers increasingly interact with their banks through virtual channels. Ultimately, these two forces will lead to the creation of new distribution models, customer experience platforms, crowd-sourced business models and other game-changing innovations that will redefine the banking industry.
Digital means mobile
Melissa Musgrove, VP/Head of Social Media at Regions Bank, cautions financial marketers that consumers today are making purchasing decisions in an increasingly crowded market. In banking, disruptive technologies in alternative payment systems, virtual currencies and crowd-funding are requiring providers to innovate or they risk losing market share. Melissa believes mobile is the cornerstone of digital, as marketers learn to leverage it to develop relationships across the consumer lifecycle. Programmatic buying, native advertising and personalization continue to drive innovation. It’s driving engagement in ways and places where people are, not where marketers want or wish them to be.
Social Media Maturation
Prudential, which recently launched its “Bring Your Challenges Campaign” in social channels, has found great success connecting with customers and prospects online. Keith Gormley, Director of Social Media at Prudential, recommends that financial institutions shouldn’t be using social media as a channel to simply broadcast messages, bur rather need to leverage it in ways that engage the audience in genuine two-way conversation. Listen to your audience; if you give them the opportunity they’ll provide wonderful insight that can help you do business better.
Keith also recommends you expect the best but prepare for the worst. For younger and savvier audiences, social media will be the first place they look to find your brand… both in good times and bad. That can work to your advantage — in both situations — but it can really work against you if you’re not prepared. Set up a solid internal team to support your social media program, and include key stakeholders at the strategic level.
Business Banking Goes Digital
“I believe that the days of B2B marketing — in the traditional sense — are gone,” says Laura Barger, Managing Director, Head of Corporate Content Marketing at BNY Mellon, “particularly when it comes to digital strategy.” While the person shopping for business banking services may be using technology to perform their search today, but they are still a person. According to Laura, financial services marketers need to wake up to the opportunities afforded them through deep data analysis on digital channels, to yield greater levels of personalization and automation.
The most promising technologies in this space are also the most disruptive. They require internal behavioural changes, and organizations adopting these new ideas will need to manage through additional compliance and regulatory challenges. But Laura believes that the best technologies that will survive and have the most impact will be those that provide a truly open ecosystem, allowing financial brands to mix and match services — analytics, content management, social listening, automation, personalization — tailored to their needs and driving real-time data back to the business lines in ways that they can truly use.
So why do we even need this adtech stuff? Weren’t advertisers doing just fine? Well, yes, there was a simpler time in advertising when big marketers could simply let TV do the heavy lifting.
Banking Marketing importance
A recent report from eMarketer revealed that digital advertising trends will redefine how the banking industry markets its products and services for many years to come.
Rise of digital Tech
Banks and credit unions that are quick to adapt, and adopt proven effective digital marketing technologies will engage consumers in the ways they want to be engaged.
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