Social Video Advertising iStrategy2011

Andrea FebbraioAndrea Febbraio

Co-founderCo-founder

SOCIAL VIDEO SOCIAL VIDEO ADVERTISINGADVERTISING

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FEW FIGURESFEW FIGURES

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IT IS NOT IT IS NOT

JUST ABOUT JUST ABOUT VIEWSVIEWS

MINE IS MINE IS BIGGERBIGGER

THE POWER OF THE POWER OF ENGAGEMENTENGAGEMENT

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6M VIEWS 6M VIEWS

90.000 SHARES90.000 SHARES

13.244 LIKES13.244 LIKES

HOW DOES IT HOW DOES IT WORKS?WORKS?

#1 Rule: Be Ethic

#2 Rule: never trust buzz legends

DATI NIELSEN

CONTENT IS THE KING (?)

DISTRIBUTION IS THE QUEEN!!

SIMPLY UPLOAD IT ON

95% OF VIDEOS -> LESS THAN 500 VIEWS

YOU DO NOT YOU DO NOT NEED TO BE A NEED TO BE A

JEDIJEDI

YOU DO NOT YOU DO NOT NEED TO BE A NEED TO BE A

JEDIJEDI

TIPPING POINTTIPPING POINTTIPPING POINTTIPPING POINT

FIRST 48H OF LIFE CRITICAL

100.000 SEEDED VIEWS (GUARANTEE)100.000 SEEDED VIEWS (GUARANTEE)

5.743.717 VIEWS ACHIEVED!5.743.717 VIEWS ACHIEVED!

Second Wave

First Wave

First Wave: All the seeded views (paid) were concentrated in the first 48h in order to brake the 80K/100K limit making the video reaching tipping point going viral.

Second Wave: after the first critical 48/h the video won several “Honours” automatically ignited the YouTube viral blast. The video got promoted on HP of YouTube becoming viral…first 1M views reached in 3 days.

OUR SEEDING STRATEGY

31

Executive Summery - Video YouTube Awards

YOUR VIDEO NEEDS “HONOURS”

GLOBAL DISTRIBUTION PLATFORM

REAL TIME TRACKING

WHY BLOGGERS / SOCIAL PUBLISHERS ?

VIEWS GUARANTEED!!

THE SUGAR.THE SUGAR.

FB IN GAMES FB IN GAMES VIEWSVIEWS

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Not this guy

Average social gamer :

43 year old woman

Popcap / Information Solutions Group 2010 Social Gaming Research

Target based on Precise User Data

Ultra-fine targeting abilities (leveraging FB data – age, gender,

location)

Opt-in Model

Users Opt-in to watch the video, not forced like pre-roll

High Quality Placement (not within offerwalls)

Some social games are BIGGER than TV

http://mashable.com/2010/12/05/social-games-advertising/

Opt-in Model

3x Higher Share Rate vs. traditional integration

TubeMogul Report

HOW DO YOU INCREASE SHARES?

http://socialtimes.com/a-complete-look-at-how-social-games-increase-brand-awareness-by-up-to-550_b42094

Up to 550% lift in Brand Awareness ! It WORKS !

BUT…BUT…

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BE A JEDIBE A JEDIandrea.febbraio@wikiogroup.com

Co-founderCo-founder