social media in a corporate context 2010 - luke aviet, goviral
DESCRIPTION
Spread the word - How are brands and organisations using viral videos to reach and interact with audiences online? Here we look at the changes in media consumption, focusing on the growth in the online video market and highlighting the different genres of branded content video.TRANSCRIPT
goviralLuke Aviet, Managing Director UKApril 2010
Branded content distribution:Public Awareness campaigns
Company Info: Branded Content DistributionFounded 2005
60+ EmployeesOffices in Copenhagen, Munich, Paris & LondonPartners in Moscow, Tokyo, Milan, Local seedersGlobal reach / EMEA focus
Network Info: 600+ campaigns conducted35,000+ validated sites & blogs in our database
Headlines: Winner of the 2008 Danish Advertising Effectiveness AwardExperts in viral, TVC and branded video contentDelivered local language campaigns in 87 countriesIn 2008, over 120,000 sites globally
About goviral
Electronics Handsets Networks Awareness Auto Lifestyle FMCG Gaming Ents
• Click-to-play video views (or widget/app clicks)
• Pay only for performance
• Distribute long form content (+0:30min)
Performance based branding
• Proprietary distribution and reporting technology
Why online content distribution?
Video content is increasingly delivered online and on demand - one in seven 18-24 year olds watching no live TV at all.
Source: Microsoft study, Europe logs on, May 2009
Median age for TV users are 13 years higher than general population.
We are quickly changing behaviour
Fundamental shift
Social media usage is exploding, but so is video
*Source: Nielsen Online, The Global Online Media Landscape, April 2009 and Jupiter European Advertising Forecast 2007-12
“The current trend towards watching more online video should drive more advertisers towards this medium”
Nielsen, 2009
Video (€79mil )
Video (6.5 hours)
Online (50 hours)Online (50 hours)
Online (€9.8Bn)Online (€9.8Bn)
Monthly usage
Yearly advertising spend
13%
<1%
Online video now accounts for around 13% of all European internet time
Online video advertising Accounts for less than 1%of total online ad spend
The audience/revenue gap in online video
Online video ads are more effective than TVBranded Content placed at relevant content sites are particularly effective at improving Message Recall.
Trend: Video reach is larger than any TV Networkand video keeps growing
86m 112m 114m 116m170m
Source: GlobalWebIndex.net and ComScore
More than 170 million US viewers watch an average of 182 videos
online, or a total of 35bn videos in Feb 2010
More than 170 million US viewers watch an average of 182 videos
online, or a total of 35bn videos in Feb 2010
goviral is distributing all forms of content
Awareness
Tutorial & ProductWidgets & Applications Strong TV ads
Episodic Content Interactive VideoBranded content
LearningEngagement
Video is flexible and effective
Integration:Editorial upload in small and large
video environments
Integration:Editorial promotion of content on
relevant websites and blogs
Editorial FormatsEditorial Formats Content FormatsContent Formats
Integration:Promoted video on relevant
contextual websites
Promoted FormatsPromoted Formats
Type of environments: Influential blogs & websites for urban
males.
Type of environments: Video sites, or websites with
a video content section
Type of environments: Larger commercial partners
Video content can attract editorial placements on contextual websites and blogs, work as content in video environments and be promoted commercially in advertising formats.
The Shift in Commercial Model
- Banners/CPM
- Activate as ads
- Drive to campaign site
- Banners/CPM
- Activate as ads
- Drive to campaign site
- Content/CPV
- Activate as content
- Distribute in the long tail
- Content/CPV
- Activate as content
- Distribute in the long tail
Content activationContent activationCommercial activationCommercial activation
Traditional Online ModelTraditional Online Model Branded Content ModelBranded Content Model
Video AdvertisingProducts (IAB) +
In-StreamLinear
In-Stream Non-Linear
In-Banner In-Text
EXPERIENCE Video ad before, during, after content
During, over, within content
Video ad served as a banner
Video activated on mouse-over text
DURATION 5s, 15s, 30s MAX 5s-15s MAX 30s MAX 30s MAX
ACTIVATION Automatic Passive Automatic Automatic User Initiated
As-Content
User consumes video as content
30s,60s+ long form
EMEA growth 60% 10% 8% 2% 20%
Consideration and planning within the Ecosystem
From conversion to conversation
Personal communication tools
Tagging and bookmarks
Vertical websites
Social networks
Audiovisual content
Blogs and social media
Users are increasingly getting accustomed to a media landscape where they are in control. This is increasingly turning marketing in to a dialogue where brands can
join the conversation if they are relevant.
The offline funnel The online funnel
Media phasesStep 1:
Owned Media Step 2:
Paid Media Step 3:
Organic Media
From website
To Official website, blog, Youtube channel
Banners and Video Advertising
To distributing multiple content pieces ongoing
From PR and journalists
Activating bloggersand social sharing
How the ecosystem works
Paid Media
Organic Media
Owned Media
Distributed content engages the target audience in the
environments where they are looking for related content. The
player offers several post-viewing opportunities, which
spill over in to organic and owned media Rating, commenting and sharing
Visit Official Site
Chosen websites, relevant to the target demographic.
Video Advertising
Distributing campaigns as content across hundreds of long tail
websites. Maximize contextual distribution and achieve users
social recommendation
Online video is more engaging than banners and lifts message recall of
TV campaigns. Reach a younger audience, more active and more
influential on brands.
Cost-effective and targeted distribution
Branded content
Editorial and social media activation
Building a long term brand position throughout the movie release period
Online Presence
Time
Launch multiple content pieces over an extended period. This
model allow deployment of permanent distributed channels
and make it possible for brands to ”own” a vertical
The Media Strategy
Why do brands use services like goviral?
Avoid the Content Graveyard
A video is posted on e.g Youtube
150.000+ videos uploaded each day
The video makes or brakes – if it isn’t discovered quickly then it simply goes
to the content graveyard
CONTENT GRAVEYARD
Only if the video achieves momentum
will people start noticing on larger sites
Less than 1% of videos get more than 5,000 views in the first 12 monthsThe equivalent of 1,700 years of video has been uploaded to the site and it receives one billion views a day.
goviral distribution in short
Network Upload of video to goviral network Selection of relevant categories Application of price per view Release for distribution Uploading to all relevant video
destinations
goviral networkBranded content Distribution partners
Preparation Compression of video Creation of different formats Embedding of tracking Selection of player (standard,
branded or interactive)
PublishersBespoke recruitmentReceive embed codesImplement on siteTracking and reporting
+365mil UU per month+20mil target views delivered
0:30 – 10:00min videoSingle/multiple assets
Customized skin & end screen
18 vertical categories+12.000 paid publishers
Publishers are notified when a new relevant campaign is live.
The campaign page contains re-sizeable video
player for embedding, images as well as localized title, description, tags and related links/PR materials
in order to make it easy for journalists and bloggers to
build editorial content.
Content is posted where it has the greatest chance of
generating interest from users
How websites use the content
Impressions vs guaranteed views
ImpressionsOpportunity to see
ViewsUser initiated video views
Post viewing engagementWatch more videos, rate,
comment or share
Post click engagementClick through to website
Level of engagement
Impression based media buying secure millions of ad-servings while goviral goes one step further, guaranteeing click to play video views upfront. After viewing the users
can rate, comment, share or click through to the Official Movie Site
Passive user
Active user
The goviral Video player
Click to download or embed content elsewhere, easy!
Social sharing with e-mail, blog platforms, Facebook, Digg, Twitter etc.
Play after suggestions leads the user to more relevant material or
website
High quality full screen functionality & intuitive rating
and comment system
Fully customizable video player with hot spot technology
Social Sharing
Customize
Full screen, rating, comments
See more content or website
Embed to blog or website
Functionality Engagement
goviral Analytics
120+ Fully Customisable Reports
Dedicated Client API and Data Export
100+ Social Platforms Tracked
10+ UGC Specific Reports
Unrivalled Campaign Analytics
15+ Twitter and Facebook Reports
10+ Earned Media Reports
Seamless White Label Solution
30+ Campaign Performance Reports
25+ Content Evaluation Reports
KPI Summary Report for each Category
Recent cases and results for the European Commission
Recent campaigns for EC
• DG Sanco – Safe Shopping:• Successful test campaign in Belgium• Afterwards DG Sanco decided roll out in 6 key markets
• DG Sanco – Antismoking ”Les Helpers”• Following up on the success of Nicomarket we launched this campaign end of 2009
• DG Employment – European Health Insurance card• Campaign launched in 27 markets end of 2009
EHIC - 27 EC Markets
Campaign name: EU HealthClient: DG EmploymentLaunch date: December 3rd 2009Period: 8 weeks Countries: 27 EU countriesTarget views: 1.2M+
Campaign name: EU HealthClient: DG EmploymentLaunch date: December 3rd 2009Period: 8 weeks Countries: 27 EU countriesTarget views: 1.2M+
Results and Successes
• Reached total views, or 130+% of total guaranteed
• Reached 1.8M+ views in the target markets, or 140+% of target market guarantee
• 60%+ of the targeted viewers watched the video until the end
•So far, the video reached placements on 2000+ sites
• With 1500+ votes, the average rating is currently 3+/5 stars
Results and Successes
• Reached total views, or 130+% of total guaranteed
• Reached 1.8M+ views in the target markets, or 140+% of target market guarantee
• 60%+ of the targeted viewers watched the video until the end
•So far, the video reached placements on 2000+ sites
• With 1500+ votes, the average rating is currently 3+/5 stars
Results and Successes on 21/04/2010
Target Views: 1.3M+Global Views: 1.6M+Spill over Views: 300K+•Good contextual placements have been made throughout the campaign so far and the target audience has been well covered as demonstrated by user content ratings and their demographic info.
Results and Successes on 21/04/2010
Target Views: 1.3M+Global Views: 1.6M+Spill over Views: 300K+•Good contextual placements have been made throughout the campaign so far and the target audience has been well covered as demonstrated by user content ratings and their demographic info.
Anti-Smoking - 27 EC Markets
Campaign name: EU Anti-SmokingClient: DG SancoLaunch date: 16th October 09Period: 10 monthsCountries: 27 EU countriesTarget views: 3+Million
Campaign name: EU Anti-SmokingClient: DG SancoLaunch date: 16th October 09Period: 10 monthsCountries: 27 EU countriesTarget views: 3+Million
Target Views: 1,272,160Global Views: 1,548,361Spill over Views: 276,201
FREE MEDIA VALUE: 88,500€590,000 views @ 0.15 cpv
Background:Campaign is due to run until the end of the year with one clip being released each month – in total - 11 Episodes + 1 Trailer. These results below are interim – the campaign is proving to be a huge success. This is a follow up to a previous campaign goviral ran for EU Anti-Smoking – Nicomarket in 2007.
Background:Campaign is due to run until the end of the year with one clip being released each month – in total - 11 Episodes + 1 Trailer. These results below are interim – the campaign is proving to be a huge success. This is a follow up to a previous campaign goviral ran for EU Anti-Smoking – Nicomarket in 2007.
Results so far:•The campaign has so far reached 700K+ targeted views for the 7 target countries combined.
•The video has reached 500+ sites and enjoys a good click through rate of 3+% from the clickable player to the campaign website.
Results so far:•The campaign has so far reached 700K+ targeted views for the 7 target countries combined.
•The video has reached 500+ sites and enjoys a good click through rate of 3+% from the clickable player to the campaign website.
Safe Shopping - 7 EC Markets
Campaign name: Safe ShoppingClient: DG SancoLaunch date: October 09 - March 25th 2010Period: 8 weeks each runCountries: 7 EU countriesTarget views: 1M+
Campaign name: Safe ShoppingClient: DG SancoLaunch date: October 09 - March 25th 2010Period: 8 weeks each runCountries: 7 EU countriesTarget views: 1M+
Target Views: 1,272,160Global Views: 1,548,361Spill over Views: 276,201
FREE MEDIA VALUE: 88,500€590,000 views @ 0.15 cpv
Background:
•Campaign running across UK, Belgium, Germany, Denmark, France, Sweden and Netherlands. Campaign video is distributed together with an interactive quiz – testing the views understanding of Safe shopping behaviour.
Background:
•Campaign running across UK, Belgium, Germany, Denmark, France, Sweden and Netherlands. Campaign video is distributed together with an interactive quiz – testing the views understanding of Safe shopping behaviour.
Our vision
To create and engage audiences
Our strategyTo invest in distribution, technology and knowledge
From passive consumers To active users
Questions?