Shin_Brian

1Copyright 2010, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE

www.visiblemeasures.com@visiblemeasures / @BrianShin

Deconstructing Successful Social Video Campaigns & How to Measure Their Ultimate Impact on Your Brand

Brian Shin

Founder & CEO

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www.visiblemeasures.com@BrianShin@visiblemeasures

Copyright 2011, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE


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Video Analytics for Publishers & Campaign Measurement for Brands

Serving 100+ Leading Pubs And 100+ Major Brands

The Visible Measures Database



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We Know What Audiences Watch & Which Ads Work in Online Video

What Audiences Watch Which Ads Work

▫ Over 200 million monthly uniques

▫ Over 300 video destinations

▫ Over 250 million video clips

▫ Over 1.5 trillion total video views

▫ Years of historical data

▫ Industry Defining Video Ads Charts: Top Viral Ads (w/ Ad Age), Top Film Trailers (w/ Variety), Top Auto Ads (w/ Motor Trend)

▫ Trends: 1000+ social video campaigns weekly

▫ Share of Choice: Industry-level view of the brands audiences choose to watch in social video

The Visible Measures Database



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Social Video Combines Social Media With the Rich Story-Telling Capabilities of Internet Video

Social Media Internet Video

▫ Unlike traditional paid advertisings, viewers are in control in social video.

▫ Unlike traditional social networking, advertisers control the message in social video.

▫ Successful social video campaigns are distinct from other forms of online advertising.



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Social Video Embraces Audiences at the Center of the Dialogue

ChoiceEmotionInteractionSharingExpression

Social Video is

your content in the hands of consumers

Social Video puts Social Video can

spawn copies,remixes, & derivatives

be the center of social dialogue

Social Video can



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Your Target Audiences Are Increasingly Watching Social Video Advertising

▫ Views for Social Video Advertising Increased 3.3X in 2010▫ 2010: 2.7+ billion views

▫ 2009: 870+ million views

Source: Visible Measures (www.visiblemeasures.com)



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Brands from Nearly Every Category Are Investing in Social Video

Old Spice

Nike

Pepsi

Apple

Doritos

Toyota

Blendtec

Geico

The Most-Watched Categories in Social Video in 2010



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Competition Among Brands is Exploding in Social Video

Q3 2009 – Q3 201050% increase

Q3 2009 – Q3 2010230% increase

▫ We measure ALL social video

▫ We power industry-wide Top 10 Charts for Advertising Age and Variety

▫ Thresholds to make charts have increased dramatically



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In social video, consumers have infinite choice...In social video, consumers have infinite choice...



1010

Do they choose to watch content related to your brand or your competitors?

Do they choose to watch content related to your brand or your competitors?

In social video, consumers have infinite choice...In social video, consumers have infinite choice...



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Traditionally, There Were Three Ways to Measure Consumer Choice in Social Video

▫Campaign views

▫Brand views

▫Competitor views

But they don’t tell the complete story.



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Campaign View Counts Don’t Show Brand Performance in Social Video

Views for Your Social Video Campaign

2.5 million

Your Campaign



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Brand View Counts Don’t Show Competitor Performance in Social Video

Total Brand Views in Social Video

5 million

Your Brand



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Competitor Views Alone Don’t Show Industry Dynamics

Social Video Views in Your Industry

5 million

3 million

1 million

7 million

9 million

Your BrandCompetitor 2Competitor 1 Competitor 3 Competitor 4



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Share of Choice™ Reveals True Brand Performance in Social Video

Quarter by Quarter Performance in Social Video

Q2 ’10Q1 ’10 Q3 ’10 Q4 ’10

4444

3311

2211

33

22

Your BrandYour Brand

Your BrandYour BrandYour BrandYour Brand



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Share of Choice™ is Built from the Ground Up in Social Video

1. Clip-Level DataHundreds of millions of clips from hundreds of video destinations

2. Campaign-Level DataThousands of video campaigns

3. Brand-Level DataHundreds of brands

4. Industry-Level DataDozens of industries

Mobile Tech

Top 10 Charts



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Share of Choice is Analogous to Share of Voice, a Measure of Media Weight and Influence in Broadcast

Share of Voice: The brands that spend the most

Share of Choice: The brands consumers choose to watch



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The Road to Capturing Consumer Choice Begins in Social Video

PURCHASEPURCHASE

PreferencePreference

ConsiderationConsideration

OpinionOpinion

AwarenessAwareness

Consumer Choice Consumer Choice

‘Traditional’ MediaConsumers choose only at the point of purchase

Interactive MediaConsumers choose at the beginning and at the end of the marketing funnel

Choice Conditioning: Allowing users to choose your brand prior to the point of purchase

Consumer Choice

(Social Video)



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Deconstructing Successful Social Video Campaigns

Develop memorable content

Employ surge media

Extend the campaign

Encourage audience participation

4 Core Best Practices



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Best Practices Employed: Memorable Content Encourage Audience Participation Extend the Campaign Surge Media

“Old Spice Guy” character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns

Ground-breaking approach involved shooting 180+ online-only short ads that were direct responses to audience requests via social media

Responses helped Old Spice capture nearly 75% of the male grooming category in Q3 2010

Successful Social Video Campaign: Old Spice: The Man Your Man Could Smell Like



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Responses Generated Over 50% of “Old Spice Guy” Views


The Man Your Man Could Smell Like

The Return of the Man

Responses

Surge MediaSurge Media


Memorable ContentMemorable Content




Extend the CampaignExtend the Campaign


Encourage Audience ParticipationEncourage Audience Participation



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Responses Campaign Helped Old Spice Capture Nearly 75% of the Male Grooming Category

OtherOther OtherOther OtherOther

Gillette/BSFGillette/BSF




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Successful Social Video Campaign: Evian: Live Young

Core Creative Assets

Baby Breakdance: 7.3 million views

Roller Babies: 95.1 million views

Best Practices Employed: Memorable Content Surge Media Extend the Campaign

Began as an online-only campaign... but massive viewer response helped push it into broadcast

Compelling creative approach, strong music component

Campaign involved multiple core creative assets, including internationally localized versions

Extension video assets, including behind-the-scenes clips and ‘interviews’ with the babies, extended reach by 8%

Over 40% of all campaign views were viral

Follow-on Assets

Additional Content: 9.7 million views

Baby MoonWalk: 8.3 million views



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Evian Scored Views with Memorable Content and Campaign Extensions


Memorable Content

Memorable Content

Memorable Content

Memorable Content

Roller Babies

Baby Breakdancing

Baby Moonwalking

Making of 2Making Of 1

Baby Interviews

Extend the CampaignExtend the Campaign Memorable

ContentMemorable

Content








25*Other includes brands with less than 5% Share of Choice

Evian Remains on Top of the Beverage Category, But its Dominance is Fading

Red BullRed BullRed BullRed Bull

Red BullRed Bull

Red BullRed Bull

OtherOtherOtherOther OtherOther OtherOther


Thank you!

Brian Shin@brianshin

@visiblemeasureswww.visiblemeasures.com

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