Accelerate! Episode 1: Video Strategy

Hello and welcome to the Accelerate Webinars, series. And this is the first... episode of the Accelerate series and And I've got to say, I'm hugely excited. It kind of strikes me. that in every... Three kind of strategists kind of bucket list. There should be... to have a Webinars, series and so I'm really excited to get this on going. And the first song is... for building out Video, strategy. So let me talk a little bit. about that. But first off, a quick introduction TwentyThree,. So... TwentyThree, effectively a one-stop shop for everything video. and the kind of key areas of focus that we have. our Webinars, and Personal, video. But what takes these to another level? Video, marketing Platform, Video, library and Video, marketing platform allows companies to distribute Video, anywhere they need to. And with that, you can also track all the important data and metrics. behind it. So who's watching, how long they're watching for, where they stopped, what they're interested in. And then Video, library ensures that everyone in your organization has at their fingertips all Video, that they need. to talk to their customers and convert them and persuade them. in the most effective way. So that's where I'm from. I am the... The, um... I'm the head of client strategy and also the head of Video, accelerator. And a little bit of background about me so you kind of know where I come from and what I've been up to But I guess over the last 24 to 25 years I've spent a lot of my time in what I describe as I suppose, classic or traditional advertising. I spell... 24 to 25 years at both WPP and Dentsu. in London, in New York and most recently here in Copenhagen. And with those businesses, I had the luck to work with a huge... different array of brands from RawMode, to Google in the United States, to HSBC, to Johnson & Johnson. And I guess at the heart of that, what that talks to is the fact that that through all of that. What I absolutely loved. without a shadow of a doubt, Video,. and the medium Video,. And that, not surprisingly, has brought me... TwentyThree,, the kind of heart Video, here. in Europe and with our HQ here. in Copenhagen. And With the accelerator, there are several things that we look to do. Not only do we have tools to help businesses. understanding how they're using video. but we also do a lot of think pieces and And we do a lot of workshops as well. So we, in effect, we try and promote the category as much as we can. And so here today, obviously, we're talking about that first one around video strategy and Video, strategy framework. for which we do workshops. But we also talk... and look into Video, brand, how to really reimagine your website. how agencies can work within the wider ecosystem Video,. how to make the most out of your Webinars, and And with all of that category of thought. category thought leadership pieces. So... Before I get into the framework that we've developed, I really just want to land us. on Video, matters so much. And... That I think gives us a really useful kind of foundation. to then look at the framework and understand it that little bit better. I'm I guess kind of whether we kind of like it or not. We talk about us being in Video, era. here TwentyThree,. It is the medium. of our time. and I think what we often talk about is the fact that isn't... Always kind of glaringly obvious. because to some degree, it's kind of crept up on us. And... You know, I love this slide because... You know, it's got some funny corners, but it's hard. It's a reminder of this kind of contemporary iconic moments. that have slipped into culture. But here's the interesting thing, I think with all things cultural, We kind of assume we understand what's happening at the time. But that is actually really the case. It's only when you look back that you can really see the kind of cultural trend that became clear. And I think with that kind of retrospective point. I want to take you on a little journey. of the history Video, and how it evolved. So normally if we're all here in a room together, I would say, you know, Who knows where this was shot? who shot it and when it was shot. but um that's gonna be a little bit hard um so i will give you i will give you those answers And it'd be interesting to know if anyone does in their own mind kind of... workout when this was done, but this was shot In 1888... It was shot by a French... inventor called I call it Le Prince, Louis Le Prince. And it was... It's called The Roundhouse. garden scene. And as you can see, I'm kind of restarting and I haven't got on a loop, but it's just over 2nd. and it's long. And the inventor created what he described as Le Prince. single lens OnCamera,. And so this is really kind of the first instance that the recorded of the moving image Video,. And so from this period around 1888 towards the 1920s, The machinery, the mechanisms. of recording video really kind of took place and And there was obviously Lula-Plaas who was important within this, but there were other key stakeholders as well. Well, there Thomas Edison, who we'll all know. of his fame. The Lumiere brothers, who I think a lot of people are familiar with. And also, Carlo, there was also the Pathé brothers, kind of... headed up in a, there were four of them, but it was Charles who kind of really led. led the four at that point and And from a technological point of view, there were two formats, the kinetoscope and the cinematograph. that were kind of really kind of taking hold. within this arena. And the kinetoscope was by Edison and the... Cinemagraph was by the Lumiere brothers. And this picture hopefully shows one of the kind of key differences between the two. The Kinetoscope was very much a one person looks in on this scene and... And you can kind of see what's going on. whereas a cinematograph was one unit to many. So it kind of was... It was effectively broadcast and so not too surprising it was a cinema cinematic that won. and kind of moving on through that. Period. Where things... Star. Where things really took shape was... around the 1920s. When, to be honest, the American studios got involved. Prior to that, interestingly, you know, Pathé and for those that are tuning in from Denmark. A Nordisk film was a huge player in the market up to the 1920s. And it was one of the biggest film studios in the world with a huge amount of exp... sport going on and that was primarily because the films have no sound. So from the 1920s when the American studios got involved Sound came in. Color came in. And the studio production format came in. So that was obviously a hugely pivotal moment. for film. Then TV comes along. And TV certainly kind of... evolved at a slightly different speed from country to country. and what marked the success of TV probably above anything else. were kind of seismic moments. So in reality, the war... 2Nd World War changed TV a great deal and that came into more households. around that period and across different countries. Then we move into the VCR era. And that was a... a fantastic and interesting battle that kind of i think we kind of still see kind of played out by large technology companies today. where there were two formats. There was the Betamax. And then there was the... which was launched by Sony in around 1975. And then you have the VHS, Video, home system. by JVC and that was a year later. And for those of you who kind of remember those from childhood. It was the VHS that won. and it was a particular kind of category. that adopted it. And because of that adoption... it became a dominant format. then Another big moment, obviously Video, camera coming in. And it was Sony in 83 that had the beta Cam,. And so that, I mean, that was a very large device. It was a kind of over-the-shoulder kind of device. And obviously they got smaller and smaller as things progressed. through the The 90s. And then we move into... kind of two eras. which I think everyone is much more familiar with. and the mobile phone era and... And I think we can probably say that, you know, whilst the Nokia... era certainly had image capabilities Video, capabilities. It was probably more the move of the iPhone around 2008 that changed that quite a bit. quite majorly and then on top of that there was streaming and what Netflix did. And originally Netflix was the business that sent out CDs. then it moved to streaming and that obviously changed video dramatically. And all of that is... is important because what it demonstrates in the whole 138 year history is that there was a There was never this kind of really major hockey stick kind of... uplift in the Video, evolved. There was no hype cycle. It was real evolution. And that matters. That really matters, not having a hype cycle. Because if you consider some of these pieces here, digital strategy, transformation strategies, AI strategies. social media. And with all of these, there would have been a brand manager. And there would have been an advertising exec. who would have knocked on a CMO's door and said, hey. All that incredible stuff that's happening outside in the world's range. We've got to do something about that. We need to think about it much more carefully. We need a strategy for it. And... Conversely, Video,, Videos was kind of seen as content. It was kind of a thing. It wasn't something around which you had real thought or built something and built thinking. Video, strategy wasn't kind of front of mind, but these others were. However, Despite this kind of gradual... evolution almost kind of under the radar. What's fascinating is that now... Video, many ways is the benefactor of some of those transformational technologies. that we just talked about. I can at least think about... How you might want to show off the benefits of 5G or... or how you really get traction in social media, or if you really want to... show off an AI capability. you know take 5g if you want to show how good 5g is you might stand in stand in the middle of a field and download something from Netflix. Or if you want to use, you know, to really get forward in social media, you use VideoDays,. Similarly, if you want to show some amazing capabilities. What do you do? You know, you create Video,. of something amazing and we certainly saw that at the back end of last year when kind of new iterations were being launched and it was Video, being used to show that. Video, is undeniably the benefactor of these technologies and has kind of risen to the top. Yeah, and I think another really interesting point to kind of think about. is what it is actually. as a medium. And some of you might or might not be familiar with the writer Marshall McLuhan. But he was writing, you know, 60, 70 years ago. And he had a superb book, Understanding Media. where he talks about the concept of the medium is the message. And he very kind of colourfully described... content and you know what we're putting Video, as a kind of a juicy piece of meat carried by the Burglar to distract the watchful mind. And what he kind of tends to mean with that. is that we kind of focus on what is obvious. which is the content. And in that process, we're actually largely overlooking the bigger story. which is the means by which it is delivered. And... and the medium more than the content. shapes and influences us. And there's this interesting quote from the National Institute of Health only from last year which really He does absolutely epitomize that point about the medium, which is... frequent engagement with social media Platform, altered dopamine pathways are critical. component in reward processing. So it absolutely Video,. actually influences us. as much as to a degree we influence it. as much as we influence it. So... I can really bang the table on this. that Video, effectively the king of media. You know, we process Video, much faster than text, 2nd times faster than text. And if we kind of look at the attention split. Video, has over different mediums. It's got you 65% of our attention. whereas audio's got 33 in text. has got less at around 7. And it is just literally more aligned with the way our brains are wired and to a degree our... are being wired. So the history... Video, has done an amazing job of getting here. Technology has helped kind of build it. to put it on a plinth now. And the future is... is remarkably bright and the data is clear as anything on that. And there's a lot here in these data points. So I'm going to kind of leave these up for a moment so that you can take them in. But If there are a couple that I would kind of call out it would be about how Video, engages and 85% of consumers. Want to see Video, from brands? I mean, and that's a real direct kind of... call to all of us to really make Video, make what we do present Video, and really highlight that and it is preferred 80% of B2B buyers. prefer watching Video, to reading an article. I mean, that goes back to that point that we saw about the hierarchy. 65% attention for Video, versus 7 to text, so it's hardly surprising. that these b2b buyers want those videos and i would argue want those videos over and above white papers and things like that. And then... how it captivates. And this is something that we see time and time again. with our clients and the data that they talk to us about and they share with us is about Video, will do to dwell time. and websites video website visits will see a kind of 40% uplift. in dwell time if there's a decent amount Video, there and there's engaging content and they engaging video So the numbers, I think, are very clear. And what that I think really gets to. And I hope I haven't labelled this point too much, but... The reason we start here is because we obviously... talk a lot to potential clients and to current clients about video. And there's no denying it. It still needs to be Video,. is huge. It cannot be overlooked. And therefore, just as there was a digital strategy, just as there was a social media strategy, just as well. And there is today, you know, people talking about AI strategies. We absolutely believe in the importance of Video, strategy, which... Not surprisingly, brings me to... video strategy. And... To start though, I just want to just take a beat and just think about What we actually mean when we talk about video strategy. I mean, I'm very aware that... Not everyone likes talking about strategies. Some people also kind of think, well, maybe we've got too many. But the... Nonetheless, I think it's important to just kind of crystallize What we mean here, and it is certainly meant to fit within the wider ecosystem. of any company's communication. So, broadly speaking, we just described it as an approach. to building Video, capabilities to achieve your business goals. And we kind of... within the framework that I'll share in a minute. We kind of separate that out to do green to things that are internal that covers kind of the organizational considerations and then their external. pieces and it's effectively how the brand kind of puts itself out towards the world So with that, let's have a look. at Video, strategy framework. Soup. It's broken into, Vix, these six key areas. And I would again just kind of reiterate. This is meant to be 100%. percent complimentary because we know full well that when we talk with our customers and clients that there are you know communication approaches that all of them have and that's totally understandable And this is not meant to replace those. It is just meant to be complementary. And there are instances when we do workshops with different clients that they say, actually, the things within this that we want to focus on. are this, and this. And they might not focus on every single. part of this every pillar there are those that do obviously but that is the point that it is it kind of fits over the wider communication structure that any business might have. So. To start with Video, ambition. And this, you know, this really is what we believe this is a... really important to get absolutely spend the time here get this right And this is very much about you. What are you trying? to achieve with Video,? What should it stand for within your organization? It's a kind of thing that you want to be able to stay on the lifts and be able to talk to your colleagues around you and almost have one line. or two lines that just captures everything about Video, you want to do in your business. And we've kind of worked with lots of our clients on this. And here are kind of a selection of some of them that stand out to us. And one that I always get drawn to. and was incredibly inspired by when I can't actually came to us with this and we didn't necessarily come up with it come up with them together with it But we want to use Video, visualize what we currently put in text. I mean, and that's so ambitious. It's absolutely brilliant. It really shows. a way of looking at the future and a real understanding of Video, is going to be and how important it's going to be for the business. And I love this other one. We want to Video, by default. What a kind of rallying cry. that is to just for your for any organization to just think okay Video,. That's the future. That's where we want to go. So that is the start. Get that ambition right. And what's important, if you get that right, a red thread will kind of... carry through all the other parts of the pillar. and it will help you kind of understand those different parts of the pillar and help you work with them as well. Then FooMats. Now. you know as i mentioned the beginning TwentyThree, you know we focus Personal, Video, focus on web Right, and we are a corner of what... Video,. But we absolutely believe Video, strategy is is agnostic to format. tight. What we care most about is that anyone... gets Video, strategy right. and has that structure to do that. And so... Here, this is to a degree, it's a kind of audit of what kind of format. that are being used to achieve the business objectives. that the company has. And I guess the way we kind of think about you know, these formats, as we kind of think backwards, okay, what does Video, need to do? We ask that question and like, so if it's for educational or thought leadership. That's a place for Webinars,. or if it's for emotive storytelling. You know, that's kind of where those hero videos come in, those brand films. So they're just a little selection, but you've got product demos as well. You've got how to's. testimonials, case studies, social teasers. a huge array of different formats. So this is a real case of just audit what these are. And, you know, because undeniably, there will be a role for the different parts. to the sale sales cycle and in any kind of approach that you have with with formats and in any kind of workshop situation. This is certainly one of the pillars where you can really start to get quite granular as well. You can dig down into what series there might be, what messaging you might want to communicate. to the sun point. Then we move on Video, Platform,. And... This is very much about, you know, have you got... the right infrastructure in place within your organization to really fulfill Video, ambition. That you've set you know, this is where the mechanics of your business. that the technology side of your business really needs to kind of step up and say, okay, well, that's what you want to achieve. Can we make that happen? happen. So you kind of look under the lid and you kind of start to think to yourself, you know, from some of the simpler things to the more complex You do have a website currently that is set up in the right way to be able to host video properly. Do you have Video, section on your site to showcase all Video,? So any kind of visitor can come and find them or indeed is there. is there a Webinars, hub as well? Do your teams, as I mentioned earlier, do your teams have Video, library? So have they got access to Video,? They can get them in front of customers. when they need them. But you have... Video, marketing Platform, into your MarTech stack. and you have the right integration so that you can ensure that you can Really, really. make sure you've got the Video, attribution is right. Do you need to do any kind of software consolidation? And with that... Are all your websites one and the same? Or do you need to kind of address these business unit by business unit? And actually with this, I just want to just take one more beat. on the importance of Video, marketing platform. because I think. that we all kind of know. you know, how kind of convoluted and complex now that consumer journey has become. And You know, there Marketing tools, I think that... The latest count is around 15,000 different kind Marketing tools to help, you know, businesses navigate that journey. But despite the growth in those tools. You know the business the b2b The consumer is sometimes 70% of the way through their... journey before they've actually made contact. with a brand. And they've done the research and they do that research. They do that research Video, And that's where the beauty of the VMP is because The VMP is a nuanced a nuanced part of the tech stack. tech stack it isn't as binary as has someone seen something yes or no has someone downloaded something yes or no What it can do is it can help you understand. where someone is stopping, whether they're coming back. how much of it they're watching. And that's a much more nuanced versus binary understanding. of behavior and that actually gives you a huge amount of information and insight to then be able to talk to customers in a different way because you just know. They've actually stopped on a product demo and they've come back to it They might not have watched the rest of Video,, but you know they're interested in that. So something I think very important about Video, marketing Platform, I think there's a strong argument within Platform, discussion. Obviously, that's very important, but it may be, it actually should more so that the... the center of a Martech stack, whereas just being a layer within it. and it can really offer that nuanced insight. that I don't think we're always getting. Then moving on to Video,. organization. And... This is... I actually... find this in many ways the most interesting part. of any kind Video,, strategy Video, approach. I think perhaps because it gets to the really human side. within the business. And so that's, I think, the first thing to consider here. is When you have Video, ambition, with that comes organizationally. with the need to really kind of imbue a real... culture Video, in the business and a real attitude towards it and the way you as a business want to approach it. And actually, interestingly, one client. that we work with. I was in I was fascinated when they talked about this but when they you know, look to hire new people, one thing they think about now It's how comfortable, how at ease they are. Video, and being Video,. And with that... they ensure that they're helping create. you know, an environment where people can feel comfortable and helping people become more comfortable. Video, that becomes, I think, very important. And then within that space as well, there's a question about... how you create spaces where you can easily create and film video. And that can be corners of offices where you've just got... You have some good lighting and Video, stand so someone can just go behind a curtain. film Video, and get that out towards a client. then there is also what we think is a fascinating element. is about creating a bespoke Video,. And I want to just go into that in a little bit more detail. So... Okay, here we've got a organizational. structure and all chart which I can fully understand is not the most interesting thing that you can be looking at. However, it illustrates a really important reality, which is that in any given setup. It's very likely. The briefs might sit in certain domains. And briefs Video, might sit in those certain domains. and those different areas might not... talk to each other and what ends up happening is there's a replication of of Video, a replication of work going on. Soup. And we see this time and time again. And I mean, years ago, I was tasked... for a client to actually estimate how much money they saved by what they described as reapplying. video across different territories. And every single year that I worked with them, I said, well, you've reapplied this. this commercial from Brazil. in Mexico, so you've saved yourself X amount on production costs. And what that meant... was literally they were just making sure one central point was in charge and thinking about the briefs. that need to be done Video,. So... We quite provocatively talk about... creating a Video, officer. And the point of that is... At its heart to create Video, team. So you take that organizational chart. And you kind of lasso all those kind of... all those teams and team members that were working Video,. and you put them in a team together. and you create one kind of head. who would then be responsible for seeing exactly what is happening in Video, space. They will be responsible for seeing a brief come in and understanding if there is another brief. and then making sure that's executed. So we really think that's an important step. And we're certainly seeing that across. a huge array of clients. Those teams are building. and those studios are building as well. those in-house capabilities to capture Video, and to get that Video, in the world. And... We then move on to budget. And I think, you know, talking about organization and budget. you know they together make a great deal of sense because if you then have that cvo they'll have whole absolute oversight of all things video because right now we can really say that if you were to ask anyone in your organization, how much do we spend Video,? and really drill that down. The answer will come back that we don't actually know. And we do ask that question and we do get a similar answer to that. And that's totally understandable, though. And we've got here the Gartner. the Gartner study. which shows where Marketing span goes. And, you know, There's obviously the different areas. There's the paid media, there's the agencies, there's the IT. And it is, it's split out into these different areas. and responsibilities Video, can fall into different areas. but it really is important because One of the challenges with driving video forward in any organization is making sure there's a really clear understanding of the return on investment. And how can you have a really clear return on investment? if you're not fully aware of the money that you're spending. Are you calculating the preparation time? The rehearsal time that might go into a thought leadership Webinars,. Where you're taking, you know experts out of their day job as an analyst or whatever it might be be in any organization and you're spending two hours with them Rehearsing, making sure setup is right. That's two hours when they aren't doing kind of a day job. And is that factored in? These things, these are the kind of things that matter to get to... you know, to get that science precise and get that return investment. Which then, not surprisingly, leads us to metrics. And, you know, and you wouldn't be surprised for me to talk about metrics. And I think. At the beginning, I talked about... Video, ambition. And what is really important is that when you create Video, ambition, you've obviously got the metrics. in place to understand. whether you have achieved, whether you are achieving Video, ambition. So And they will, you know, they will obviously vary from business to business. and probably split between some being internal and some being external. But kind of thinking about those external ones to start with. It's a case of thinking about the quantitative. pieces you know and you know have you got the attribution that you're looking for And then from a qualitative perspective, you know It might be about the brand. Is the brand more approachable than it used to be? All these, obviously, you would determine yourself. but they must be intrinsically linked to what that ambition is to make sure you've got that. red thread coming through. And then from an internal point of view. I think, you know, if you do create Video, team, you've got to then start to understand how is that sitting? How is everyone? Is everyone comfortable with how that is operating? And then equally, you know, culturally. Are you kind of creating that real sense of culture? Video, within the organisation. And are you then really starting to see? the tangible benefits Video,. within your organization. So... That is a... a walk through the framework. starting from Video, ambition all the way through to those metrics. And as I mentioned, When looking at this, it's not that you have to, you know. interrogate every single one of these pillars. Some you might feel more comfortable with others, for some you might think actually in order for us to take us to that next level, Next level, we want to drill down into that one. And then to just think a little bit about actually how to use this. because that really does then become the next phase and You know, it's... Eh. The experience that we've had working with this is obviously once we develop that. and we started to talk through it with our clients. it became clear that they wanted to have some workshops. We would do those with home workshops. And I'll touch on that in 2nd about what they look like. And that would be with a small, kind of quite tight, tightly knit group. within the organization. Those kind of, those change makers, those evangelists Video,. who could see the potential Video, had in the organization. And out of that comes your kind of first draft. strategy. Interestingly, that is, you know, that's... At that point, you know, you've kind of got a point of view. And that's really important. You've got your document, your point of view. And then you can start to... to talk to the wider organization about it and start to bring them in to see where they kind of feature. Very recently, we had our first one. which was that tight knit. And then the next workshop we did was bringing in the IT department because that whole... Platform, discussion became really pertinent in order to fulfill the ambition IT needed to be on board in order to make sure that everything was in line. So we... So we brought them into the discussion, started to evolve the strategy. with them to really drill down and understand what might happen. So I think there's a real kind of two phases to that. And then you get your final strategy, which you can then. you start to build upon and execute. And... to just touch on a workshop approach and this is something that we do very regularly. And it's the workshop is. is the first workshop just broken into two pits that first kind of area where we have that kind of collective review. of the category, the market trends, the brand, the business objectives. So we've got that really holistic understanding. what the brand needs to do and what the business needs to do in order to take itself forward. And using that information, we can then dig into all of those six pillars and we will do a collection of kind of exercises and tasks where we... Explore. each of those pillars to understand what matters most for the business and how to bring those about. So that's a formula that's... that takes around four to five hours. You're getting the right people in the room. to do that creates a superb output that gives companies a really good footing to take Video, strategy forward. And so... To finish, let's just talk a little bit about... that draft strategy. So you've done your workshop and then you... Putting together that draft strategy. And, you know, what does a strong asset look like? And I use the word. asset very deliberately because you can of course write a document but you can also obviously do it Video,. Thinking back to Marshall McLuhan and the medium is the message. Is there a better way to do that than actually with Video,? But there are a couple of things that I think are really important to capture in that document. And obviously you can follow the template. are those six pillars as your kind of key talking points. But in and around that, think about kind of setting the scene. You are Personal, that knows most about this in the organization. Not everyone will. So set that up really clearly, you know, and make sure. that everyone is really understanding Video, is evolving. and what it's looking to do and what it can do. culture and the environment. And then what I love to see in these documents, and I always kind of M-size is a bit of swagger, a bit of attitude. And recently I was working with a business and they talked about building the kind of culture and philosophy to Video, thrive. And in another, it was, you know, if it's not on film, it didn't happen. So there's swagger and attitude in those. And I think bringing that in is really interesting. And because effectively it creates a sense of excitement. We often talk about... People who care and love videos being changemakers. And that, we want to see that excitement from those changemakers. Because kind of coming through in this, the idea that there's a... a new way of doing things. and there's an evolution in the way that we can... we can take our communication forwards and that enthusiasm is contagious. And then the kind of last two points are quite interlinked, but... Prioritize kind of simplicity. Get that red. thread from the ambition all the way through. those different pillars because it does run through them all and tell that story. that you want to tell about why your ambition is so important. And then everything kind of hangs on that, the formats that you're going to use, why you need to do Platform,. forms how you need to reorganize yourself who the budget sits with and how you're going to be measured on that at the end of the day. And then lastly, data. Any data you have. Put that in and make that work. One of our one of our Our clients transform the way his business used video. by just going through the data about dwell time and how potent Video, their website was. leading to a really clear increase in dwell time. And that increase in dwell time simply meant that more money was being spent with the brand. And that was the key to unlocking everything for them on Video, strategy. So. hopefully In those 40 minutes, I've given you a really kind of clear idea of why we believe video matters and And what a Video, strategy is a great. blueprint for success, how you can then do it. with Video, workshop and then finalizing. your strategy. So I hope you've enjoyed that. This is the first of the accelerator. Webinars,, there will be more. But in the meantime... what there absolutely will be in... Exactly a month. We have TwentyThree, Summit, which is absolutely superb of Benedict, the fourth one that we will have done. The next one installment will be at the DR. concert hall which is an absolutely phenomenal venue. We'll be bringing around a thousand marketeers, changemakers, designers and creators. all together. for an array of talks and collaboration and discussion. And one thing that I... I absolutely love about the Summit, and I was at Summit, before I was even TwentyThree,. is not only do you get a huge amount out of the... the expert talks that are delivered. but also there's an incredible sense of community. And you will find you can talk and talk with loads of different people, like-minded people. people who are all in the field Video, and care about where it is going. So with that, a huge thank you. And I will in the... time remaining just kind of look over this way to see if there are any questions that have come up during the 40 minutes and... Take a look there. So. Who should Video, in an organisation? Brilliant question. So. I'll talk from the kind of experience here. Yeah, from the way we've discussed this before. clients. What we're seeing is a really clear move towards ahead Video, and what's What's important I think with that header Video, that they work very closely. with a head Marketing because ultimately from a communication perspective there will be the communication objectives that the business has. So there's a kind of, I think, a dual mandate there between those two. One who... who kind of effectively make sure that the the program Video,. really unfolds in the most efficient and effective way. And that would be your head Video,, but they work hand in hand with that Marketing officer who's I suppose has ultimate responsibility for fulfilling the communication objectives of the business. So I hope that answers that. And then... Okay. How do I best gauge what my current video budget is? Oh, crikey. That's a tough one. I mean The way you've got to do that... And there's no blueprint to that. But you're going to have to go back to the Gartner quadrant. because that is a superb way. of doing it because that's, you know, to a degree, your checklist. So look at that Gartner quadrant and you kind of think about, okay, what am I spending in kind of... IT from Video, perspective and you'll probably find that's actually quite low. What am I spending on third parties and agencies? What am I spending on media? And do I have FTEs within Marketing? It's partnered with Video, team and look at all of those. So you're going to have to get a collection of that. What you invariably might find is that you will have some holes in that. What we have certainly tried to do TwentyThree, is we've created a... Video, calculator. And you can find that on our website. And if you work with that will actually start to give you... an estimate of how much money that you're actually spending Video,. So I certainly encourage you to take a look at that because that is a way to do that. And obviously... Obviously that depends on the strength of the data you put in. but that is certainly a way that you can try and explore. Difficult question, but thanks for asking that, Thijs. Let's see if there's another one. I can answer in one minute. Do you need a dedicated video platform? That's a great question. I think, I mean, I would say yes. I mean, I think... You know, there's obviously the idea that you can put things on YouTube and we understand that. And we see YouTube has its role at 100% does. But you don't own the data. That's one thing, right? With Marketing Platform, get to own all the data. You can see how interaction is happening. with your customers and with your viewers. but also over and above that. the thing I would add is that you can own the experience if you have Video, marketing Platform, can make sure that Video, that you make you can actually host in your environment, on your website, making sure that no one leaves your ecosystem. And you can make sure that experience... from small things like the colour of the play button. to the logo spinning on after the play button. They are all you and on brand and they don't look like... They're from YouTube. They don't take you. to an external platform. So I think there's undeniably a huge role for Video, marketing Platform,. to really improve any brands. presence Video,. I think I've probably got to leave it at that. We've come up to 45 minutes. I would just say again for the Summit, It's in one month. If you're interested in attending, please do reach out to me. My email is dan. at TwentyThree, or you can find me on LinkedIn. and we can talk about how you can get yourself a ticket to the event. And I think you'd have seen also a. a web address for the event are through this. Webinars, well. So thank you much indeed. Have a great afternoon and rest of week