The Synergy of User Generated and Professional
Video Content
4/3/2012
*A copy of today’s presentation will be sent to all attendees within 48 hours
Frank Findley, VP, Research & Development, comScore, Inc.
Jessica Thorpe, VP, Marketing, EXPO Communications
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Jessica Thorpe VP Marketing, EXPO
Frank Findley VP R&D, comScore
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Agenda
Introduction to EXPO and User Generated Product Videos
– What are they?
– How can they be used in marketing and e-commerce
Findings from previous research
Current research – blinded case example
Summary and some suggested best practices
Q&A
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Introduction to EXPO and User Generated Product Videos
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EXPO Communications Inc. Overview
EXPO, having been involved in video commerce since 2005, is the
world’s first consumer network focused on creating and distributing
high impact product video for leading manufacturers and retailers
EXPO’s active video community of over 140,000 members has contributed
close to 400,000 consumer videos including product reviews, how-to’s,
demonstrations, recipes and other topics relevant to a client’s brand
EXPO's proprietary distribution network ensures the videos are placed on
product pages of top retailers, social networks, and across all owned and mobile
destinations to drive engagement and conversion
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Paid Media Integration
Increase Conversions at Digital Point of Purchase
Make Media Dollars Work Harder by Leveraging UGC in iMedia
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Retail Distribution
Just the Presence of Video at the Point Of Purchase Has Been Proven to Drive Sales
Increase Conversions at Digital Point of Purchase
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Automated YouTube Publishing
Increase Conversions at Digital Point of Purchase
User Gen Video Increases Organic Search Result Rankings
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Drive Engagement and Commerce on Facebook
Increase Conversions at Digital Point of Purchase
Enable Fans To Spread Your Story Through Social Media
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Owned Media Distribution
Increase Conversions at Digital Point of Purchase
Seamless Integration within Website and Mobile Destinations Driving Increased Time on Site
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Video Montage
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Previous Findings
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Two Phases of Research
Phase I: Presence of sales related content elements
– Technique first published in 1984 JAR and later republished as a classic article that has “Withstood the Test of Time”
– Originally applied to TV advertising
– Proven relationship to advertising driven impact as measured by Lift in Share of Choice and Related Recall
– Now expanded to all media types
– Demonstrated that UG videos contained many of the same elements as TV and Digital advertising at complementary rates
Phase II: Consumer impact when used in e-commerce
– Distinctiveness vs. competitive products
– Willingness to pay more even when videos not played
Analysis of the Impact of Executional Factors on
Advertising Performance Stewart, Furse/JAR -Dec 1984
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Looking at the results in the context of
television and digital cases, the data shows a
relatively high level of persuasive content for
User Gen Reviews that advertisers would
typically select from EXPO's overall catalog
This strongly suggests that User Gen Reviews
can be a compelling vehicle for advertisers to
utilize in marketing communications
Phase I Results – Strong Content Presence Relative to Other Formats
Zipline Technical Score
% of Cases Falling Into Ranges
EXPO Curated Cases
(N=25)
Television Cases
(N=8086)
Digital Cases
(N=345)
< 30 0% 33% 68%
30 to 50 68% 45% 29%
> 50 32% 22% 3%
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Comparison of the Prescience or Absence of Elements Related to Persuasive Communication
Television User Generated Digital Display
Advertising Element % of Cases Containing Element
Rational Elements
Quality 2% 8% 0%
Enjoyment Appeal 11% 0% 9%
Brand-Differentiating Key Message 31% 4% 17%
New Product/New Feature 44% 24% 19%
Product Convenience 9% 32% 0%
Competitive Comparison 24% 40% 10%
Superiority Claim 26% 12% 13%
Emotional Elements Humorous Tone 11% 0% 1%
Cute/Adorable 8% 0% 2%
Happy/Fun Loving 8% 0% 0%
Child/Infant/Animal/Animated Principal Character 23% 0% 22%
Music Creates Mood 16% 0% 0%
Brand Linkage Continuing Character in Campaign 8% 0% 6%
Continuing Musical Theme 0% 0% 0%
Brand Name Reinforces Benefit 49% 32% 47%
Structural Elements (Positive) Visual Memory Device 7% 0% 1%
Setting Indoors 56% 100% 7%
Numerous Brand Name/Logo Appearances (4+) 27% 4% 39%
Numerous Screen Cuts (12+) 59% 0% 2%
Demonstration of the Product in Use 77% 64% 25%
Setting Directly Related to Use 51% 88% 5%
Prominence of Actual Product on Screen 42% 76% 28%
Numerous Brand Name Mentions 23% 32% 0%
Prominence of Brand Name/Logo on Screen 35% 60% 39%
Category Identified Early in the Ad 53% 100% 89%
Product/Package Shown Early in the Ad 69% 100% 69%
Music Major Element 0% 0% 0%
Structural Elements (Negative) Numerous On-Screen Characters Avoided (4+) 56% 92% 22%
Male Main Character Avoided 93% 96% 93%
Background Cast Avoided 10% 92% 74%
comScore investigated the
strengths and weaknesses of
the content of the two most
closely related elements of
most media plans – TV and
Digital Display
The results suggest that User
Gen Product Videos would
greatly supplement
existing media plans by
providing communications
that are more product focused
than current advertising
mediums/formats
– Additionally, User Gen
Reviewers are more apt to
discuss the product's
convenience and quality –
two major benefits for and/or
reasons to believe in a
number of products
Phase I Results – Complements Other Media Types
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Looking at specific cases within the study, there
are four stellar examples of persuasive content.
– These cases excel in that they not only have the
intense product focus that the majority of the
EXPO User Gen Review cases contain, but also
include specific messaging that has been proven
to drive persuasive and memorable
communications.
Phase I Results – Exceptional Examples
User Generated Product Videos Zipline Technical Score
Clairol Nice 'n Easy Perfect 10 65
Cascade ActionPacs 59
Mr. Clean Magic Eraser 58
Apple iPad 53
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The User Gen Review for Cascade
ActionPacs is also highly rated.
– shows the actual product on screen
and in use – where the consumer
would use the product. Also, the
product is favorably compared to
competitors and convenience is
explicitly stated.
Cascade ActionPacs – Tryology Program (sampling)
Brand Name
(Reviewer)
Cascade ActionPacs
(Forever December)
Rational Elements
Quality No
Enjoyment Appeal No
Brand-Differentiating Key Message No
New Product/New Feature No
Product Convenience Yes
Competitive Comparison Yes
Superiority Claim No
Emotional Elements
Humorous Tone No
Cute/Adorable No
Happy/Fun Loving No
Child/Infant/Animal/Animated Principal Character No
Music Creates Mood No
Brand Linkage Elements
Continuing Character in Campaign No
Continuing Musical Theme No
Brand Name Reinforces Benefit Yes
Ad Structure (Positive Elements)
Visual Memory Device No
Setting Indoors Yes
Numerous Brand Name/Logo Appearances (4+) No(1)
Numerous Screen Cuts (12+) No(0)
Demonstration of the Product in Use Yes
Setting Directly Related to Use Yes
Prominence of Actual Product on Screen Yes(83")
Numerous Brand Name Mentions Yes(6)
Prominence of Brand Name/Logo on Screen Yes(79")
Category Identified Early in the Ad Yes(0")
Product/Package Shown Early in the Ad Yes
Music Major Element No
Ad Structure (Negative Elements)
Numerous On-Screen Characters Avoided (4+) Yes(1)
Male Main Character Avoided Yes
Background Cast Avoided Yes
Zipline Technical Score 59
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Phase II Results – Tremendous Opportunities within e-Commerce
Those watching reviews:
+40% “Product Unique & Different”
+30% “Willing to Pay More”
Those just viewing thumbnails
+13% “Willing to Pay More”
Source: comScore custom study for
EXPO Communications, Inc.; 2011
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Phase III: Objective and Methodology
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Blinded Case Study – Synergies with Professionally Produced Content
A real marketing campaign utilizing two “how to” demonstration videos:
– One Professionally Produced
– One User Generated from EXPO system
Beauty brand’s own website replicated in testing environment
Representative category purchasers exposed to either
– Professionally produced video only
– User Gen video only
– Professionally produced and User Gen videos together
Separate cued exposure to isolate consumers’
– Moment-by-Moment Interest levels and emotional response
– Message Communication
– Sentiments towards the video and brand
Incidental, veiled exposure (including website) to gauge
– Lift in brand’s Share of Choice among consumers
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Does the video engage and hold
viewer interest? On what
elements do viewers focus?
Does the video communicate a
clear message that is relevant
and on strategy?
Does the video influence viewers'
perceptions of and actions
toward the brand?
Analytical Framework
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Engage the consumer
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Interest and Evoked Emotion
Our Interest Trace and Color Sense Emotion abilities enable the identification of
where & when attention is focused & the intensity and type of emotional responses
Interest Trace with In the Moment
Applies to
Video & Rich Media
Color Sense Emotion Applies to Any Media Type
Respondents to Select the Color That Best Represents How They Feel
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Interest Trace Benchmark Levels
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45
50
55
60
65
70
75
80
User Generated Product Video
UGPV Held Attention at High Levels Exceeding All Benchmarks
Benchmark Max. Interest Level
Benchmark Ending
Interest Level Benchmark Average Interest Level
Benchmark Opening
Interest Level
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Color:
“Professionally Produced “User Generated”
Emotional Intensity: 77% 84%
Emotions felt:
Red Excited, Passionate, Joyful, Loved 4% 3%
Orange Warm, Lively, Zestful, Energetic 3% 1%
Yellow Cheerful, Happy, Playful, Fun 12% 17%
Pink Sensitive, Romantic, Lovely, Sweet 27% 31%
Green Healthy, Leisurely, Refreshed, Soothed 11% 15%
Blue Comforted, Pleasant, Tender, Jovial 12% 16%
Purple Noble, Grand, Mystic, Respectful 27% 13%
Black Strong, Powerful, Mysterious 1% 3%
White Innocent, Clean, Soft, Pure 4% 1%
Both PP and UGPV Generated Positive Emotions Toward the Brand
Green highlighting denotes significant difference at the 80%+ confidence level
*Benchmark level for emotional intensity is 70%.
But they were of different types
More viewers experienced levels of sweet and happy feelings after
viewing the UG
While viewers were more prone to feelings of respect and admiration
for the brand after watching PP
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77%
84% 85%
Emotional Intensity
Professionally Produced User Generated Together
Emotional Intensity generated by UGPV carries over when used in
combination with PPV
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The UG video is directionally more enjoyable and effective at grabbing
consumer attention
Users perceive the format as Unique and Different
The combination of both video types is especially relatable
Not only is the UGPV enjoyable and attention grabbing, it is also
perceived as unique from other video content
Professionally Produced User Generated Together
Interesting 76% 77%
Likable 69% 71%
Enjoyable 60% 69%
Grabbed my attention 72% 75%
Easy to Follow 85% 87%
Video Unique & Different 64% 75%
Easy to relate to 79% 83% 87%
Green highlighting denotes significant difference at the 80%+ confidence level
.
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Communicate A Relevant Message
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Both the PP and UGP Videos Strongly Communicated the Key
Message But with Different Companion Points…
Communication – Main Point
Coded Open End Percent Professionally Produced User Generated
Convenience (Key Message) 55% 60%
Features: (Net) 12% 15%
Feature A 5% 1%
Feature B 12% 5%
Feature C 0% 11%
Efficacy: (Net) 5% 12%
Beauty Benefits: (Net) 11% 21%
Green highlighting denotes significant difference at the 80%+ confidence level
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…Resulting In Strong Key Message Synergy When Viewed Together
Communication – Main Point
Coded Open End Percent Professionally Produced User Generated Together
Convenience (Key Message) 55% 60% 69%
Features: (Net) 12% 15%
Feature A 5% 1%
Feature B 12% 5%
Feature C 0% 11%
Efficacy: (Net) 5% 12%
Beauty Benefits: (Net) 11% 21%
Green highlighting denotes significant difference at the 80%+ confidence level
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Content Pairing Results In Increased Relevance of the Message
84%
79% 81% 80%
87% 89% 89%
83% 87%
Main Point Importance Believability of Claims Brand Convenience
Top 2-Box % Response
Professionally Produced User Generated Together
The combination’s reinforcement of convenience/ease-of-use maximizes
message importance
This is aided by an increase in the believability of the claims
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Influence
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In fact, the combination of PP and UGPV resulted in significant increases
in several important equity areas
Brand Equity - Top 2-Box % Response Professionally
Produced
User
Generated Together
This brand is a trusted expert 79% 79% 79%
This is a brand I feel close to 59% 53% 60%
It is one of the best [category] brands 69% 73% 69%
This brand is a brand for me 69% 65% 72%
This brand makes more effective products than other brands 65% 65% 71%
This brand speaks with sincerity to consumers 73% 72% 79%
UGPV Did Not Exhibit Signs of Negatively Impacting Brand Equity
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Superior Sensitivity and Precision; Identifies Category & Halo Effects
Gillette Fusion ProGlide
Total Gillette Line Gillette Fusion Property
Razors/Blades Example:
Advertised Line, Property &
Product
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Share of Choice is Highly Predictive of Sales
0
10
20
30
40
50
60
70
80
90
100
0 20 40 60 80 100
Sh
are
of
Mark
et
(Pre
-Air
ing
)**
Share of Choice (Pre-Exposure)
r =0.87
Share of Choice vs. Share of Market
Across a Cross Section of Categories*
*Includes 301 established brand cases from the comScore Global Validation Summary
**Sales data from IRI and Nielsen scanner data
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This includes the featured product as well as the brand’s total line
Compared to a typical :30 video (e.g. TV and pre-roll), the ads are especially
efficient at driving choice to the featured product
Both PP and UG Videos Are Effective at Driving Choice to Product/Brand
Share of Choice Lifts Professionally
Produced
User
Generated
Benchmark
(Typical :30 Video)
Featured Product +24.7 +18.7 +6.7
Brand’s Total Line +16.0 +10.0 +11.3
Green highlighting denotes significant difference vs. benchmark at the 80%+ confidence level
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Average synergy lifts for two video executions index at ~120% over highest individual
execution
For this case example, the corresponding numbers are:
• Featured Product: 143%
• Brand’s Total Line: 175%
Share of Choice Lifts Professionally
Produced
User
Generated PP & UG Together
Featured Product +24.7 +18.7 +35.3
Brand’s Total Line +16.0 +10.0 +28.0
Green highlighting denotes significant difference at the 80%+ confidence level vs. either PP alone or UG alone or both
PP and UG Videos Are Highly Synergistic in Driving Choice
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All of the Incremental Gain Is Sourcing From Competitors
(i.e. No additional Cannibalization)
7.3% 6.7% 6.7%
6.7% 6.7%
13.3%
10.7%
5.3%
15.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
ProfessionallyProduced
User Generated Together
Competitors(Different Form)
Competitors(Same Form)
Brand's Line
Source of Featured Product’s Lift in Share of Choice
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Summary
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The PP and UGP Videos Are Highly Synergistic
UGPV maintained high interest levels throughout and created intense
emotional connections which carried over when used with PPV
Significant improvement was seen on communication of the key
messaging when used together
The combination also enhance brand equities
The greatest synergies were seen on the brand’s Share of Choice
• Both for the Featured Product and Total Line
• With incremental gains coming from competitors
User Generated Product Videos are a Catalyst for
Improved Returns from Professionally Produced Content
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Questions?
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Thank you!
Frank Findley
Jessica Thorpe