Big Data and Video Content – A Dream Team?

Big Data Video Content Awareness
Data and perception of video content in marketing | © Photo: FreePik

Man wants to understand, wants to plan and learn. Big Data and Deep Learning come at the right time. But data only makes your video better if you use it in the right context.

Anyone who works professionally with moving images knows the situation: You are at the briefing and the client informs you that they have created a data-based analysis as the basis for the video production. This clearly demonstrates what needs to be done for success.

To the astonishment of all involved, however, the data then do not lead to a better impact result. In this post, I’ll explain why.

You need to know

  • The viewer of a video or film behaves less rationally and logically than marketing people and communication experts would like.
  • Our brain processes information and feelings in different regions.
  • Information alone does not trigger action. This also applies to data.
  • There are only 3 options for action: Either to use data to better address an existing willingness to act. Or rebuild the willingness to act. Or first of all to draw attention to themselves (without immediately triggering anything).

Big Data: You can’t believe everything you think!

Homo economicus (Latin for the economically minded) is the term used by economists to describe the assumption that people always want to derive the maximum benefit from everything they do.

Of course, this constant optimisation is only possible if everything is constantly questioned and improved. Whoever does this is better than his competitor. He or she earns more money, more recognition and has success.

If you want to improve things (including videos or films), you need brains. To analyze means to get to the bottom of things. He who thinks wins.

Thinking is a rational process. It’s about logic, about facts, and about drawing the right conclusions. Data plays a key role in this. Data are nothing more than reliable facts from the past that can be extrapolated as a projection for the future in various scenarios.

The problem that gets forgotten:

When you watch a movie or a video, you don’t think in terms of data. What the analysts think and what the viewer feels are two completely different things! In between are chasms.

Our world and our work processes are based on the desirable assumption that homo economicus is not overridden by his drives. The reality is more nuanced.

It is therefore time for marketers, communicators and filmmakers to tap into the potential that neurology and psychology offer them,

Two worlds

Those who earn their money with moving images must have arguments. Clients and superiors have to be convinced. The release of budgets and investments requires a watertight justification.

Data is a perfect argument. They help to support scripts and film concepts and their design with facts. That’s nice.

If you’re willing to look beyond economics (this umbrella category includes marketing, PR, advertising, and communications), you’ll find startling evidence in perception studies of a world that works quite differently.

It is true that the logic of man is at home in the brain. The place where the mind resides is medically called the cortex. This layer of our grey cells is, to put it casually, still relatively young. Far from that, in the brain stem reside the functions essential to survival, and thus – guess what! – Urges and feelings. Whether I desire something (the expert says “wanting”) or reject a thing, the brain stem is the sender. This is the place where it is decided whether the message of a film or a video falls on open ears and triggers a reaction.

Unfortunately, however, the two layers are physiologically and neurologically completely separated from each other. We are literally dealing with two worlds between which only a few walkable bridges exist.

Uga-Uga! – the stone age man in us

We all know it: sometimes we want something.

Now! Absolutely! Give me that!

This impulse comes from the deeper regions of our brain. It has nothing, absolutely nothing to do with what goes on in the upper regions of the brain. In the best case, the stored information justifies one’s actions. In this region of the brain, a Stone Age man with animal instincts still slumbers within us.

Experts in marketing and communication recognize this, of course. And because they are clever, they turn the problem on its axis and use it as an advantage:

  • Thought Process 1: It’s messy, but acknowledging that I’m not able to trigger anything in my target audience. It is conceivable that I can only pick up with my measures what is already there. (The professional calls this “pick up” triggering. The word comes from the English language and means something like trigger).
  • Thought process 2: If I can only trigger what already exists, it is even more important that I succeed with it. That’s always the case when I know my target audience intimately. Because, as research also knows: the acute readiness to do something right now and immediately exists in humans for exactly 60 seconds. If I miss this moment, the effort is much greater and therefore more expensive. What helps me catch that moment? The answer is Big Data, self-training and constantly improving systems (AI, Deep Learning).

Alternatively, I can just show the flag for the first time. So drawing attention to myself. I’m not doing anything with it for the time being. But if I am lucky, the addressee remembers me when he enters the stage of readiness for action. This is referred to as mere exposure.

One is amazed. But it’s not new.

For the past 20 years, Big Data has been a perceived six-month breakthrough

Fifteen years ago, this principle was called database marketing. Then came Big Data. Today, we talk about artificial intelligence (AI) and self-learning algorithms.

All these developments have one thing in common: each time, the breakthrough of rationally driven marketing was prophesied. Success failed to materialize.

This was also the experience of a well-known car manufacturer recently. The latter wanted to target the perfect time to buy a new car with a huge amount of information (routes, mileage, places visited by frequency and time – all this in real time). Unsuccessfully.

Information does … – nothing!

Data is information. Information does nothing for the first time. Those who fail to recognize this conclusion program the short circuit. Data helps to increase the hit rate – but only where a desire already exists. If this “wanting” is missing, all love is for the foxes.

Information is not followed by a boost in motivation. Also, the relevance fairy tale doesn’t apply here any more than the time-honored sales funnel.

Communication and marketing, and therefore film and video, have the most important task of creating desire. You don’t want to be a cat sitting in front of the (possibly empty) mouse hole waiting. He that breeds mice has mice.

How to win with Big Data

The good news up front is that with the medium of moving images, you already have a magic bullet. You just have to use them right. Consider the following points:

  • Film and video can convey information. There’s no question about it.
  • But it’s even better if you use moving images as a vehicle for emotion.
  • To do this, you rely, even at the concept stage, on images that are already emotionally charged in the viewer / your target group (exception: feature films).

Study the so-called direct response TV spots, as they are used in foreign markets with increasing success in the medium TV. They are increasingly replacing the traditional form of image advertising.

best practice

Spots with a length of several minutes are no longer an exception in the USA. They lead the viewer unerringly to the point where he absolutely must have the product. Unlike information-driven measures, response and conversion is not the exception here. It’s the rule.

Pioneers in this development in the United States are brands such as MyPillow or KitchenAid – both brands are market leaders in their segment. Not without reason.

This article was automatically translated into English using AI. If you would like to help us improve the quality, we would be happy to hear from you.

Volker Reimann
About Volker Reimann 26 Articles
Mag. Volker Reimann ist TrendScout für virtuelle Realität, Games und interaktives Bewegtbild. Er ist überzeugt davon, dass bald schon über gezielte Nervenstimulation realitätsnahe Projektionen direkt in das menschliche Hirn möglich sind.

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