Roee Lichtenfeld Of Truvid On 5 Things You Need to Make Compelling and Powerful Videos
An Interview With Guernslye Honoré
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In today’s digital realm, videos are more than just visuals; they’re stories that captivate, resonate, and leave an indelible mark on viewers. From journalism and activism to education and marketing, video content has emerged as an indispensable medium that engages audiences like no other. But what does it take to create compelling, resonant videos in an age where nearly everyone has a camera in their pocket? Crafting a powerful video involves more than just technical skill; it demands an understanding of storytelling, the subtlety of editing, the emotional impact of sound, and an innate ability to connect with an audience. In this interview series, we are talking to content creators, video editors, sound designers, and digital storytellers to share the “5 Things You Need to Make Compelling and Powerful Videos.” As a part of this series, we had the distinct pleasure of interviewing Roee Lichtenfeld.
Roee Lichtenfeld is the Co-Founder & CEO of leading video advertising technology company, Truvid. He is a digital solutions visionary and strategist, skilled in Search Engine Optimization (SEO), Media Buying, Marketing Strategy, Digital Marketing, and Social Media. A seasoned leader, he has a demonstrated history of working in the marketing and advertising industry, with +15 yrs of experience spearheading B2B publisher growth solutions.
Thank you so much for doing this with us! Can you share a story with us about what brought you to this specific career path?
When I was working at an ad network, I constantly found myself pondering how our processes could be optimized and made more efficient with the right technology. This was a turning point in my career, as it became clear that by harnessing the potential of technology, we could not only streamline operations but also enhance the user experience within the advertising and video monetization industry. The idea of making user-friendly, non-intrusive ad tech a reality became a driving force in my professional journey. This shift in perspective marked the beginning of my mission to merge the worlds of video and technology, ultimately leading to the creation of Truvid and our focus on user-centric ad tech solutions.
Who or what were your early influences in the field of video creation or storytelling
I’ve had a deep passion for video as a means of storytelling. Video has the unique ability to encapsulate and convey a rich, multisensory experience, engaging, informing, and moving audiences in ways that other mediums often can’t. The evolving landscape of content consumption and distribution has consistently been of interest, seeing the evolution of how we create and consume content. I found it particularly intriguing to witness the substantial growth in user engagement with video content on traditional platforms like YouTube, and this served as a major influence, motivating me to become actively involved in the field of video distribution.
Can you tell us the most interesting story that happened to you since you began your career?
One of the most fascinating experiences in my career has been witnessing the rapid evolution of video technology and its impact on digital advertising. Over the years, I’ve seen the industry transform from traditional advertising methods to the rise of programmatic advertising and the increasing importance of video content to enhance user experience. The most exciting part has been our company’s role in pioneering innovative video advertising solutions that help publishers and advertisers adapt to this changing landscape.
One memorable moment that stands out is when we successfully launched a cutting-edge video ad format that significantly improved engagement and revenue for our partners. This single innovation allowed us to see revenues nearly double, because of the significant increase in viewability.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I made a memorable mistake when I misjudged the impact of a new ad-targeting feature we were implementing. I was convinced that this feature would significantly boost click-through rates and engagement. However, after its rollout, it had the opposite effect, leading to a drop in user engagement and increased ad fatigue.
The lesson I learned from this mistake was the importance of rigorous testing and data-driven decision-making in the ad tech industry. It taught me that even seemingly innovative ideas should be thoroughly tested and evaluated before deployment. Since then, I’ve adopted a more cautious approach, relying on A/B testing and user feedback to validate new features before implementing them.
You have such impressive work. What are some of the most interesting or exciting projects you are working on now? Where do you see yourself heading from here?
We are working on optimizing user’s experience with our publishers. We want to focus on, firstly promoting video content and educating publishers on how important content actually is. Quality content not only attracts viewers but also keeps them engaged. We will actively collaborate with our publishers to ensure that their content contextually aligns with their site.
In addition, we will encourage publishers to use content by recommending particular content that we know will perform well on their sites. We have leveraged AI recommendations so that publishers will be informed automatically.
Okay, let’s now move to the main part of our interview. Can you help articulate why video is such an important media form to master today?
Video is so important to master in the digital scope because it has become the most engaging and effective medium for communication and storytelling. In an age where attention spans are shorter than ever, video content allows us to convey complex messages quickly and effectively. It captures the viewer’s attention and keeps them engaged, making it an invaluable tool for both businesses and individuals. Moreover, video transcends language and cultural barriers, enabling us to connect with a global audience.
Video content is highly shareable, making it an ideal tool for social media marketing. Compelling videos often go viral, reaching an even wider audience than initially targeted. This shareability can significantly boost brand exposure and engagement.
What are a few of the most common mistakes you have seen people make in their videos?
Some common mistakes in the video, specifically in video monetization technology solutions are:
- Overloading with Ads: One significant mistake is overwhelming viewers with excessive ads. While monetization is essential, an excess of ads can frustrate users, leading to higher bounce rates and reduced viewer satisfaction. Striking the right balance between ad frequency and content is crucial.
- Lack of Personalization: Many platforms make the mistake of not personalizing their ad content. Personalization can significantly enhance user engagement and click-through rates. Advertisers should leverage user data to deliver relevant and targeted ads that align with viewers’ interests.
- Ignoring Mobile Optimization: With the majority of video content consumption happening on mobile devices, not optimizing video monetization for mobile can be a costly mistake. Ad formats and placement should be tailored for mobile users to maximize revenue and user experience.
What do you think sets apart a great video from a good one?
What sets apart a great video from a good one is a combination of factors that cater to the audience’s needs and expectations. While technical aspects like production quality, visuals, and sound are crucial, the heart of a great video, especially in the context of video monetization, lies in the alignment and relevancy of ad and video content.
A great video captures and maintains the viewer’s attention. By ensuring that the video content aligns seamlessly with the ad content, you create a more cohesive and engaging viewer experience. When the ad feels like a natural extension of the video, viewers are more likely to watch it without interruption or frustration. Additionally, when the ad is relevant to the viewer’s interests or the topic of the video, it enhances the overall user experience. Users appreciate when ads add value to the content they are consuming. Irrelevant ads and video content can disrupt the flow and may even drive viewers away, leading to lost opportunities for both advertisers and content creators.
1 . Finding the right balance between video length and ad placement is vital. Videos that are too long without appropriate ad breaks can lead to user frustration, while excessively frequent ad interruptions can deter viewers. A strategic approach to video length and ad placement is essential for user satisfaction. A travel vlog creator might decide to insert ads at natural breakpoints in the video, like transitions between destinations or segments. This approach ensures that viewers are less likely to be annoyed by the ads and are more inclined to continue watching.
2 . Non-Intrusive Ad Formats: Selecting non-intrusive ad formats, such as pre-roll and mid-roll ads that allow for skip options, is vital for maintaining a positive user experience. Viewers appreciate the ability to skip ads when they are not interested, while still giving advertisers a chance to deliver their message. For example, a short skippable ad at the beginning of the video is less intrusive and more likely to be tolerated by viewers compared to a long unskippable ad. This approach strikes a balance between monetization and user satisfaction.
3 . Relevancy of video content: To make videos captivating and impactful, it’s crucial to ensure that the video content aligns seamlessly with the theme and purpose of the hosting website. This alignment enhances user experience and significantly impacts user experience. For example, a sports website should have video content related to that sport. This could be content showing highlights of recent football matches in an article about football.
4 . Fast Loading Speed: Users expect web pages to load quickly. Slow-loading pages can lead to frustration and abandonment. Ensuring fast loading times is crucial for retaining visitors and improving your website’s search engine rankings.
5 . High-quality video content: Visually appealing content with a distinct and direct message can captivate your audience and convey your message more effectively. An example is video content that is well produced about a topical and current subject such as sustainability or the environment will resonate with users, enhancing their experience on your site.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be?
If I could inspire a movement to bring the most good to the most people, it would be centered around inclusivity in the digital sphere.
In today’s interconnected world, access to technology and digital resources is no longer a luxury; it’s a fundamental necessity for personal and professional development. However, there is a significant digital divide that continues to exist, leaving many individuals and communities underserved or excluded from the benefits of the digital age.
Are you on social media? How can our readers follow you online?
Sure! Linkedin and you can find me at Roee Lichtenfeld.
This was so informative, thank you so much! We wish you continued success!
About the interviewer: Guernslye Honoré, affectionately known as “Gee-Gee”, is an amalgamation of creativity, vision, and endless enthusiasm. She has elegantly twined the worlds of writing, acting, and digital marketing into an inspiring tapestry of achievement. As the creative genius at the heart of Esma Marketing & Publishing, she leads her team to unprecedented heights with her comprehensive understanding of the industry and her innate flair for innovation. Her boundless passion and sense of purpose radiate from every endeavor she undertakes, turning ideas into reality and creating a realm of infinite possibilities. A true dynamo, Gee-Gee’s name has become synonymous with inspirational leadership and the art of creating success.
