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Presentation from LOGIN in Lithuania, March 2011. The presentation itself can be found at Youtube: http://www.youtube.com/watch?v=8hCU0Lg7GQkFeel free to borrow slides, but please credit.
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Viral is dead, online video is born
Audience: It’s an attention economy
Content: Viral is dead, online video is born
Advertising: Video is the social glue
Distribution: If content is king, distribution is queen
Case: Working strategically with online video
Agenda
About goviral
Company Info: Founded 2005 (acquired by Aol for 96,7 mil USD in Jan 2011) 90+ Employees Offices in London, Munich, Paris, Madrid, Stockholm
& Copenhagen Global reach (Distribution in 90 countries)
Network Info: 20,000+ videos launched 18,000+ active paid publishers 24 verticals
Transactions: 30+ million targeted views monthly Engage over 1+ million consumers every day 365+ million unique users
Technology: Proprietary analytics, distribution and player technology
Your videos Our audience Guaranteed engagement
Longer form videos +30s 20,000 content partners Pay for performance only
What we do
goviral is a global video content distribution network
Video as the social glue
It’s an attention economy
A wealth of information creates a poverty of
attention”- Herbert Simon, 1971
Hyper fragmentation
Television’s top rated show twenty years ago, the Cosby show, reached 27% of the population every week. Today’s top scorer, American Idol, reaches less than 9%.
- Anthony Young, CEO OptimediaBrand Media Strategy, 2010
The status of video with consumers
Source: Universal McCann – Wave 1-4 studies (2006, 2007, 2008 and 2009)
Wave 115 markets7,500 users
Wave 221 markets10,000 users
Wave 329 markets17,000 users
Wave 438 markets23,000 users
Wave 553 markets37,000 users
According to the largest continuous online study, UM’s Wave program, global online video penetration grew from 32% to 82% between 2006 and 2010.
Online video consumption
Average online video viewing in Europe/US in December 2010
was 15,4 hours
The online video audience is still younger than the average
web user
Video builds conversation
Dec 09 Jun 10 Dec 10
0,1 %
3,8%
12,5%
% o
f tot
al g
ovira
l vie
ws
deliv
ered
from
with
in F
aceb
ook
Facebook is not like a website, rather it is a platform for almost 600m individual long tail publishers… and it is taking +10% of their time.
Consumers understand the game
Online there has to be a value exchange between brand and consumer
goviral is a global video content distribution network
Viral is dead, online video is born
The evolution in online video
Objective: Viral Brand Always on
Content: UGC Professional Multiple
Player: Basic Social Interactive
Targeting: Broad Context Audience
2005 - 2008 2008 - 2010 2010 -
What’s changing, what’s the same?
The basics of good content is not changing, but we need to adopt to a new medium
All video advertising- Fit for audience- Engaging- Memorable- Strong messaging
Online video- No restrictions on content- Participation from users- Shareable- Non-linearity- Real time feedback- Buying model
Tutorial & ProductBrand narratives Strong TV style ads
Episodic Content Interactive VideoBranded content
Awareness LearningEngagement
Thinking in multiple formats
T-mobile: Life’s for sharing
Collaborative content to generate publicity
T-mobile: Life’s for sharing
Jan 2009 May 2009 Oct 2010
Dance Sing along Welcome back
Proving its worth over time
Results of the “life’s for sharing” activities
*Source: The Ambient Advert titled 'Dance' Case Study by Mediacom
T-mobile: Life’s for sharing
Over 45 million total views on Youtube
A total of 760 videos published over the last 2 years
52% increase in sales YOY
43 Facebook groups
Shared on over 2500 blogs
goviral is a global video content distribution network
Video as a format
The evolution in online advertising
The front lineThe driver
1996-2001 2003-2007 2008-
Access Broadband Experience (content)
BrandPerformanceReach
The format
Static display Rich media + search Audiovisual
Video vs display
CTR rate
0,5%
0,4%
0,3%
0,2%
0,1%
0,6%
2004 2005 2006 2007 2008 2009 2010
In 6 years European CTR rates on banners across all formats have dropped 60% from 0,35% in 2004 to 0,13% in 2010
*Source: Adtech and Forrester – End of year 2009
Display CTR0,13%
Display CTR0,22%
Display CTR0,35%
Video CTR1,7%
Delivering superior performance
Videos, properly submitted, are 53 times more likely to generate a first page Google
ranking than traditional SEO techniquesForrester Report, 2010
Video ads are on average 4-7 times more effective than other display formats in
engaging a user. Double click & Dynamic Logic 2009
Cadbury Chocolate charmerFirst effectiveness study in FMCG of TV, online and online video
Campaign: Chocolate Charmer
Launch Date: 9th April 2010
End Date: 3rd June 2010
Distribution: TV, online, online video
Summary:While delivering a return on investment of £3,71 for every £1 spend, online video also added a 19% incremental reach for the campaign. The majority of people – nearly two out of three – who saw the ads online did not see them on TV.
Cadbury's 'Chocolate Charmer' campaign was tracked by the Media Efficiency PanelSource: www.marketingmagazine.co.uk
Be ahead of the curve…
50.1%
54.3%
57.7%
60.7%
64.0%
66.7%
12.3%
13.6%
15.1%
17.0%
18.4%
19.8%
37.5%
32.1%
27.2%
22.3%
17.6%
13.4%
US
onlin
e di
spla
y ad
spe
ndin
g, b
y fo
rmat
, 200
9-20
14%
of t
otal
and
bill
ions
Source: eMarketer, May 2010
The current video opportunity
goviral is a global video content distribution network
If content is king,distribution is queen
Automotive videos on Adage top 10
CampaignWeeks in the charts
in 2010Main reason Views
Volkswagen - The Fun Theory 2* Distribution and users 13,764,622 (today’s views on YT)
Bridgestone - Super Bowl 2010 2 Superbowl 1,091,382 (today’s views on YT for the commercial)
Audi - Green Police 1 Superbowl 2,370,704 (today’s views on YT)
Hyundai - Think about it 1 Distribution 2,498,072 (true reach)
Toyota - The Sienna Family 8 Distribution and users 9,082,833 (true reach)
Volkswagen - Driven by fun 2 Distribution 1,978,977 (true reach)
Kia - A new Way to Roll 2010 1 Distribution 3,941,484 (true reach)
Subaru - Get more G’s 1 Distribution 1,088,645 (true reach)
Kia - Who’s Next? Competition 1 Distribution 714,608 (true reach)
Buick - Moment of Truth 2 Distribution 1,497,364 (true reach)
Skoda Fabia - Made of Meaner Stuff 1 Distribution 593,440 (true reach)
Chevrolet – Legendary Stories… 1 Distribution 854,331 (true reach)
Mercedes Benz - Sunday Driver 1 Distribution 630,497 (true reach)
Viral is dead
* Fun theory spent a total of 9 weeks on the list, primarily in 2009.
The competition for attention
Dec 2010
35 hours of content every
minute.
200,000 videos per day
More content
Bett
er c
onte
nt
There is both increasing horizontal and vertical growth in video content. All this is increasing competition for the users attention
- Banners/CPM
- Activate as ads
- Drive to campaign site
- Content/CPV
- Activate as content
- Take content to the user
Content activationDisplay activation
TRADITIONAL ONLINE MODEL BRANDED CONTENT MODEL
Rather than distributing video on a traditional CPM/display basis, goviral adopt a content activation model – delivering a guaranteed number of click to play views upfront.
The shift in commercial model
Long tail distribution
71% of all views goviral deliver originates from outside our top 20 publishers
* Based on 205,5 mil targeted video views over the last 12 months tracked through goviral analytics
The global top 20
The vertical champions
The nationalchampions
The vertical“long tail”
30% 70%
The difference in engagement
Goviral network stats are consistently outperforming the market in both content and commercial placements
- Goviral stats are based on last 12 months, 200mil view sample - Youtube stats based on stated averages for Promoted videos and True view - Click to play rates for video ads are from Adtech global CTR rates survey, Nov 2009 - View to end average for video ads are combined total from different lengths of Brightcove/Tubemogul 2010 study. - CTR average for market is from stated Unruly Media / Tubemogul averages
Click to Play 3,11%
View to End 40,23%
CTR 2,8%
Action rate 2,6
Click to Play* 0,52%
View to End* 35%
CTR N/A
Action rate N/A
Click to Play* 1,7%
View to End* 24,4%
CTR* 1.57%
Action rate N/A
Enhance experience and sharing
Design
Fully customizable design, accept 3rd party graphics
Social Sharing
Social sharing with all blog formats and social
media
Send users to relevant destinations such as website or Facebook
Embed & Download
See user ratings and comments
Ratings & Comments3rd Party Integration
Track +100 metrics and embed 3rd party tracking
Interactive Player
Video overlays to enhance user experience and drive
interaction
Engagement = Actions?
Video action rate is measured as the number of unique video actions for every 1,000 views.
Video Actions
Nov-09
Dec-09
Jan-10
Feb-10
Mar-10
Apr-10
May-10
Jun-10Jul-1
0
Aug-10
Sep-10
Oct-10
Nov-10
0
0.5
1
1.5
2
2.5
3Vi
deo
Acti
on R
ate
Video action rate
Video Action Rate Progression
Facebook Like Released
GV Interactive Videos Released
Video Action Rates has been increasing YOY as players are further optimized for sharing
Source: goviral analytics
LG Optimus Case Study
200-400% increase in video actions across all markets
Spain Italy Germany UK France0
20406080
100120140160180200
Interactive Player
Standard PlayerVid
eo A
ctio
ns
Source: goviral Analytics
Video Actions by Country
Standard Interactive
Video action rate 1,0 3,2
Video actions 1,177 6,331
Total ratings 322 1278
*Source: Standard video rates based on average network numbers
goviral is a global video content distribution network
Working strategically with distribution
The Online Evolution
2000-2007Nokia is slowly moving to
digital, but remains largely traditional in choice of
formats
2008-09Nokia get’s first real
online video successes with “Get out and play”
and “Bruce Lee” gathering 5-10mil views
2010-2012Nokia’s creation teams are
adopting increasingly strategic models for
working with content and distribution.
Traditional Campaign Activity Always On
Peak n’ Valley: Traditional Campaigns run in bursts with 3-6 months interval.
It takes a large effort and budget to build up the level of momentum after
each valley.
Always On: The idea for online video is to build an activity that is always
on. Nokia can achieve this by planning to continuosly distribute
content across hundreds of websites.
The distribution approach
“We want to take a dandelion approach to
content. Instead of aiming to create that one amazing viral in a year, we want to create 365 potential candidates”
Daniel GoodallSenior marketing manager, Nokia
Content development strategy
Think in content Think in audiencePlanning
Production
Testing
Distribution
•Different length/cut
•Different end frames
•Different overlays
•Click to play
•Pay per view
•Guaranteed engagement
Nokia N8The way to introduce a new phone
Thinking strategically about content & distribution
Branded content
Overlays & interactivity
Nokia destination pages
Product & tutorial films
Engagement
Interest
Action
Post click
Implications for planning
Media Long tail distribution in relevant channels(The difference can be measured in engagement..!)
Content Creative concepts can come from many sources(both traditional and from new ”crowd” sources)
Audience From one ad to many content formats(A dandelion approach to content)
Analytics Establish benchmarks for each part of funnel(Brand goals, action goals and conversion to community/action)