Brands as Content Creators

Introductions

•  Ignacio Gonzalez, General Manager Shell Eco-marathon Americas

•  Divya Visentini, Executive Director a|muse, a Hearst Digital Agency

•  Will Price, CEO FLITE

•  Global program produced and hosted by Shell •  Challenges high school and college students across

the world •  Focus is not speed; rather highest miles-per-gallon

performance •  Conceived in Europe in the 1980s; has now grown to 3

annual events in the Americas, Europe and Asia •  Last Americas competition

•  110 teams from Brazil, Canada, Guatemala, Mexico and the United States participated

•  Winner, Université Laval from Canada, reached 3,587 miles per gallon equivalent

Shell Eco-marathon Americas

•  Brand differentiator for Shell •  A core, organic Shell asset •  Grown into a global franchise •  Communications goal is to develop a program of investments

that returns reputational and business value from Shell Eco-marathon

•  Leverage Shell’s thought leadership

Shell Eco-marathon Americas

•  Goals and Challenges for 2013 •  Should we go local? Is there value? •  If yes, whom to target? •  Amplify awareness through live attendance •  Use content and video to build reach •  Amplify reach via social networks through effective content and audience

participation •  Partnership with Houston Chronicle and a|muse

Shell Eco-marathon Shell Eco-marathon Americas

•  A Hearst Digital agency •  Connect brands to their consumers through integrated

strategies optimized for the digital space •  Understand the value of serving the right content at the right

time to the right people •  Content Strategies – the what is just as important as where,

how and to whom – value of video •  Sponsored Content Programs – effective, strategic, timely

Overview

Online Video

2

Of marketers think videos are one of the most effective types of content their company uses.

75% Of ad agencies believe that video is equally or more effective than TV.

25% Of Americans view videos on the web from some connected device more than once every day.

13% Watch web videos at least once per day.

39%

Online Video

2 The U.S. online video market attracts an

average of 75 million viewers everyday and streams nearly 40 billion videos per month.

Of people say they’d be more likely to seek out information

about a product or service after seeing it in an online video

Of B2B tech buyers watch tech-related videos

Do so to learn how to use particular products

To find information on products they are interested in buying

To find how-to content

46%

95%

61%

58%

57%

•  Shell Partnership •  Shell Eco-Marathon sponsored content program (March 25 to

April 14, 2013) •  Custom content plus client supplied content (video and images) •  Branded experience modules •  Interactive Experience modules leveraging FLITE

The Campaign

Banner Units

2

Summary

2

Campaign Summary Total impressions – 3.3 million Page views – 12,198 Media CTR – 0.25% Content Feature pages – 1.5% CTR

Interac(ons:  an  event  in  which  a  user  directly  interacts  with  an  ad  (i.e.  a  user-­‐ini4ated  event).    Some  common  examples  of  interac4ons  are  hovers,  clickthroughs,  scrolls,  shares  and  video  plays.  

996,441 Total Impressions

44,019 Total Interactions

1.20 Interactions per Engagement

4.42% Interaction Rate

PERFORMANCE SUMMARY

Key Concepts

2

Content Marketing Agile Marketing

Paid Media Publishing: Scaling Brand Marketing Into Paid Channels

Paid Media Publishing

Key Concepts

2

Content Marketing

  Streaming content into display ads   Leveraging APIs to extend ad functionality   Pulling in video, social content, buy-now options, location-based info and more

Agile Marketing

  Bringing real-time to display advertising   Taking small bets and optimizing rapidly   Adapting ads to changes, planned or unplanned   Testing and learning throughout the life of your campaign

Results

2

Driving Results for Shell Eco-marathon

Source:  DoubleClick  Rich  Media  Gallery  Display  Benchmarks,  US  market,  March  2013.  Data  includes  all  ver4cals,  sizes,  and  formats.  **  Interac4on  rate  defined  as  an  event  in  which  a  user  directly  interacts  with  an  ad  (i.e.  a  user-­‐ini4ated  event).  Some  common  examples  of  interac4ons  are  hovers,  clickthroughs,  scrolls,  shares  and  video  plays.