Copie De Lindividu 2.0 Face ? La Pub Video English(Final)

June 2007

Lycos France & Media Contacts France present:

Online Video Advertising and Consumers 2.0

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•The Internet is becoming an audio-visual media

•Video ads are invading the internet

•Online video advertising: enriched creative content requires a specific research methodology

•Main results Videos is a paradigm shift in online advertising The 7 winning recipes of video advertising

•Conclusion: New consumer, new expectations

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Broadband fulflills the Promises of the Information Highway

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% of web pages viewed by broadband usersSource : comScore MediaMetrix (panel work + home), 2007, February

99,9% 97,1% 95,9% 94,7% 93,9% 91,6% 90,8% 88,4% 85,2% 81,7% 80,9% 78,3%

Denm

ark

UK

Canada

Fra

nce

Spain

US

Chil

e

Germ

any

Arg

enti

na

Mexic

o

Bra

zil

Italy

Broadband Dial-up

About 95% of web pages are viewed by broadband users

DIAL UP: modem speeds = 14.4, 28.8, 33.2, and 56.6 kbps BROADBAND: Satellite, DSL, Cable modem, T1, ISDN

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Net surfers became mainstream consumers

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Consequence: The web is likely to become an audio-visual media

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… and video advertizing is getting generalized

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Consumers appreciate, video advertizing has reached good results

• 2 out of 3 net surfers think that advertizing in terms of videos is «interesting»

• A much more efficient way of advertizing than traditional methods

Indicators of attitude Indicators of

behaviour

Sources :

Etude exclusive IAB/ Novatris : la perception de la publicité vidéo

Dynamic Logic, Q2 ‘O6

Campagne Media Contacts jan 07, 23m PAP

Très intéressant

15,6%

Pas du tout intéressant

11,8%

Peu intéressant

23,1%

Assez intéressant

49,5%

Whether you have ever seen a video ad on internet or not, do you think that advertising in terms of videos is interesting?

Notoriety +70%Recognition +114%

Video vs all channels (average)

Taux de clic x3,4Coût au clic -15,5%

Pavé video vs pavé classique

65 %

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… but data hides huge diferencies

•Important gaps in terms of performance

•Different interpretations between users

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The world of online video ads

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An innovating methodology: the online bulletin board

The bulletin board: a test for real

Online test

Chat from accurate examples

Sample : 20 net surfers, Broadband users at home, Users of « Broadcast yourself »

websites Memories of recent ads 20 – 40 year-old, 50% away

from Paris

+ Semiotics analysis of a wide range of online video ads.

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Online video advertizing :A new kind of ad

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Video: a shift in paradigms for online ads

Thanks to video, the narrative and the emotion come into online ads:

Video is seen as an improvement of online ads in terms of quality

Ads are no longer perceived as mere signals, but stories

Advertizing is likely to become a real content

Video brings much more creativity and originality. We can be told a story, we can learn many different things and entertain ourselves while looking at video ads.Christophe

Videos do not speak about the product only, they allow the creation of a complete atmosphere around the ad.Juliette

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Online video ads, a new era

A web « style » appreciated for its freedom of speech

+ interactivity breaks up with current patterns

Simple ads, without any enrichment are going to disappear. Thus, we will find out interactivity in ads conceived in the same way as movies.Bruno

Web directors go further than TV directors.Christophe

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Main differences between TV ads and online video ads in terms of perception

Online video ads

• « Ads compete with other contents »Ludovic

• The ad looms up in a less predictable way« The ads are widely spread »

Juliette

• Relationship with brands perceived as a private one« …whereas videos broadcasted online want to affect us as individuals »

Melina

TV ads

• Ads are spread out on the whole screen

• The sphere of advertizing is accurately delimited by televiewers (« tunnel »)

• Relationship with brands perceived as institutional« Ads on TV consider televiewers as consumers »

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•Main results Videos is a paradigm shift in online advertisingThe 7 winning recipes of video advertising


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The 7 winning recipes of video advertising

1. How to turn your TV ad into an appreciated and well memorized online video ad

2. Video ads on « broadcast yourself » websites: a new haven for your brands

3. « On-page video ads »: The most powerful and flexible lever

4. The billboard: a key-lever to make your brand visible on the network

5. Do I switch on/off the sound?

6. A new succesful asset: Interactive video

7. A new ingredient you have to take into account: Context

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Do we have to make TV ads fit with the web?Net surfers are asking for…

Internet allows video ads to go further.And net surfers know that…

Internet is still the place to find new stuff, where everything goes fast and where we have the choice. Marc

Online, there are much more posibilities to find original or striking movies. Therefore, I am seeking for something that makes a great difference with TV.Christophe

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Do we have to make TV ads fit with the web?Thanks to internet, we can…

A « Top of the range » adaptation: Citroën (awarded by JdN!)

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Do we have to make TV ads fit with the web?Thanks to internet, we can…

Internet allows many ways of adapting TV ads:

About the background: a profit in terms of liberty of speech and richness of the content

About the design:You have to match text and pictures in order to outline key-informations on

the screenYou have to foster desire by playing with different layers of text / pictures /

sound, because all the channels are not activated at the same time

Mediaplanning: Broadcast the preview online

It is smart to put the logo at the bottom of the video because I keep in mind that It is an ad from citroën.Elodie

Most of the time, internet is the place where ads are seen for the first time. Thus, I enjoy it when I see It again on TV.Corinne

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Interlude: The world(s) of online video ads

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Each way of advertizing can be linked to accurate expectations

Push

Pull

« On-page » video ads

(Main page, websites with articles)

« Broadcast yourself » websites

(Lycos MyBuzz, Youtube,

Dailymotion, etc.)

Billboard(The « interlude »)

Overflight

Tunnel

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The billboard

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Ads on « broadcast yourself » websites

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« On-page » video ads

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Video ads on « broadcast yourself » websites: a new haven for your brands

A very entertaining context, with a huge feeling of freedom and control (a challenge for the ad that belongs to a wide amount of movies)

A favoured context for the most spectacular videos, conceived like real movies or quite so.

Well designed for comedies or blasting videos (Nicolas Sarkozy, Dove)

A real asset: video ads are emphasized compared to home-made videos.

IMPORTANT: Manage to create traffic through links and redirections by using several teasers from portal websites, TV ads or 360° press.

Most of the time, ads loom up in a better way than other movies.Eric

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Video ads on « broadcast yourself » websites: a new haven for your brands

CanalSat: making-of « Christmas reindeers »

Lycos MyBuzz : how to launch the buzz

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« On-page » video ads: The most powerful and flexible lever

• The most powerful way to make people pay attention to your message

About 1 million people each day visit the main pages of portal websites

• A flexibility without any equivalent

Optimize the potential of your videos in terms of creativity

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« On-page » video ads: The most powerful and flexible lever

A favoured context (which makes a difference) for:

Interactive videos Videos with linked contents (specifically for pages’

customization)

Easy navigation is required on pages net surfers are used to visiting (portals)

Respect of the main functionalities Access to logins, emails, etc…cannot be obstructed

« On-page » video ads have to be relevant, according to brand values: you must be able to give proof of the way the video is made

It is nice to customize a webpage.Thus, each visit on this page is different from the other.Christophe

I am fed up with ads that hide logins or passwords.Elodie

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The billboard: particularities at stake

The billboard is a key-lever for brands in order to have a great visibility

It differs a lot from TV ads

TV ads = interrupted flow Billboard = the demand is

procrastinated. Also, the user might even doubt, if he has clicked on the right link or not

Infringement of sequencial access in a media characterized by direct access to contents

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A risk tied to billboards: the feeling of captivity

I hate being the ostage of this kind of advertizingElodie

It is an aggression, nothing else!We come back to the methods used on TV. No way to escape. I feel screwed.Marc

It is boring…when I am looking for something online, I want to find it immediately.Delphine

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In-stream videos: particularities at stake

Advertizing has to redeem:

By warning users, or explaining a loading time () With an uncommon content (creativity) By making the content relevant, according to the context (more

informations, decoration…) By using sponsorship, when the brand suggests the following content

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Do I switch on/off the sound?

The Sound is one of the most expected dimensions of advertizing

However, according to different contexts, it might be perceived as an infringement when it is set as a default setting:

« In page » mode and on websites that require full attention to written contents

When the video is played on and on

The tolerance threshold for noises is lower on web

In each case, enabling or disabling sound must be clearly suggested to the user (buttons, colour)

When the sound comes up on its own, I feel attacked.Juliette

Obviously, we can benefit from musical advertizing (clips, albums, shows) because it reinforces the atmosphere…but when I am on websites that require to pay attention, any sound can be harmful. Moreover, it is disturbing when we are already listening to some music on our computer because it involves a superposition of sounds. Lauren

Wihtout any sound, we would come back to the time of mute movies. Thus, it would be tasteless and dull. Music adds a soul to the ads. Sometimes, a mere track tells us as much things as too much « bla bla ».Christophe B

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When does the sound must be activated?

It is better to disable the sound as default settings in the « on-page » mode; it is seen by the user as a mark of respect

The sound can be activated if it is integrated to the context, or if the ad allows such an integration

About the form (focusing on the content is not required) About the content (play a part in the « website experience »)

The sound can be activated as default settings when the video ad is broadcasted through the billboard mode

The most relevant thing to do in order to activate any sound is to click on the « speaker » icon.Séverine

To my mind, the best way to switch the sound on is to click on an icon.Delphine

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What part interactivity can play?

Interactivity comes up as one of the main keys to the success of online video ads.

Also, interactivity makes the difference between portal websites and « broadcast yourself » websites or TV.

Interactivity is able to suggest a first exploration into the brand and the product, before lengthening the experience on its propper website.

Different methods:

Access to various contents Video games Forms to fill up

It was awesome and so surprizing!!! I really enjoyed it.ÉlodieThis is something I

really enjoy: being able to chose what I want to seeCorinne

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A new ingredient: the leading context

• Memo: Video ads = the narrative comes into the world of online advertizing

Previously, taking into account the leading context was just a « plus »

In the era of video advertizing, an ad has to be perfectly matched with the context

• Net surfers think that some websites do not have to follow this requirement

Example: The main page of a portal website

I am on a cooking website!! Putting a guy who dribbles on the page does not make me hungry!!!Lauren

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As a conclusion

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What does consumer 2.0 appreciate

To feel that he lords over his propper search Not to undergo

Fluid apparition () Do not attack : dragging the ad

on the page is better than covering it

Originality and surprise A way to redeem / legitimate the

infringement of advertizing A way to add kind of a motion to

the web Value added:

The richness of brand experience (teaser, mini website)

Video ads: an interesting experience (design, narrative, information)

Video advertizing has to fit with the leading context

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Respect of users’ expectations: clearness, originality, adaptation

A work in progress

« How to activate and control video ads » must be clearly understood by the user

Huge expectations in terms of buttons readability

Tutorials (« drag your mouse here », « follow-me »)

A refusal of any intruding ad.

Respect is required:

Eyes (Visual sphere) Ears (Sound sphere) Hands (navigation)

You have to imagine the way the net surfer moves on the internet He only stops running through pages when something is worth to do so

The target of the link should be specified. Personnally, I never click on a link that only tells us « click here », Why? In order to see an ad?Élodie

It does matter when you are compelled to keep the mouse above the ad to keep it workingLudovic

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Merci de votre attention !

Business

Copie De Lindividu 2.0 Face ? La Pub Video English(Final)