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Old Spice, Evian, and BlendTec have created the most-watched online video ads of all-time. But how did they do it? Using our industry-wide data set from the world of online video advertising, Visible Measures shares exclusive insights and best practices that enabled these campaigns to become the most-watched in history. If you're looking to increase your campaign performance in online video, this webinar is for you.
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Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
How The Best Became The Best In Online Video Advertising▫ Old Spice, Evian, and BlendTec have created the most-watched online video
ads of all-time. But how did they do it? Using its industry-wide data set from the world of online video advertising, Visible Measures will share exclusive insights and best practices that enabled these campaigns to become the most-watched in history. If you're looking to increase your campaign performance in online video, this is a webinar you won't want to miss.
▫ In our webinar, Visible Measures' CMO and Head of Research, Matt Cutler, will present exclusive insights into what sets the top 10 most-watched viral video ads apart from the crowd. You'll learn how and why they went "viral" and what techniques they used to maximize their views. This session is geared toward brands and advertisers who are looking to get more from their online video marketing efforts.
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Note: all audio and video will occur via your browser (no phone dial-in required). Please enable the one-way video chat widget in the lower left of your browser window.
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
How The Best Became The Best In Online Video Advertising
Matt CutlerChief Marketing Officer &Head of Research
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Twitter hash-tag: #bestinvideo
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
How The Best Became The Best In Online Video Advertising
Matt CutlerChief Marketing Officer &Head of Research
3
Twitter hash-tag: #bestinvideo
Note: all audio and video will occur via your browser (no phone dial-in required). Please enable the one-way video chat widget in the lower left of your browser window.
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Pre-Roll Overlay
Ads-as-ContentAdvanced Formats
In-Banner
Social Video
Brief Introduction to Visible Measures:Get More from Online VideoVisible Measures helps advertisers and publishers get more from online video by providing industry-leading solutions to better understand the world of online video.
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Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Online Video as Branding Platform:Story Telling + Reach + Control
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Emotional,interactive,shareable, viral.
Online video is
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Online Video as Branding Platform:Story Telling + Reach + Control
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Emotional,interactive,shareable, viral.
Online video isviewers in control of their personal brand experience.
Online video puts
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Online Video as Branding Platform:Story Telling + Reach + Control
7
Emotional,interactive,shareable, viral.
Online video isviewers in control of their personal brand experience.
Online video puts Online video canspawn copies,remixes, & derivatives.
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Online Video as Branding Platform:Story Telling + Reach + Control
8
Emotional,interactive,shareable, viral.
Online video isviewers in control of their personal brand experience.
Online video puts Online video canspawn copies,remixes, & derivatives.
be the center of social dialogue.
Online video can
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Online Video as Branding Platform:Story Telling + Reach + Control
9
Emotional,interactive,shareable, viral.
Online video isviewers in control of their personal brand experience.
Online video puts Online video canspawn copies,remixes, & derivatives.
be the center of social dialogue.
Online video can
comScore: 178 million US Internet users watched 33.3 billion videos per month eMarketer: online video spend in 2010 will be $1.5 billion, up 50% from 2009
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Social Video: Interaction model of Social Media + Story-Telling of Internet Video
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Social Media Internet Video
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Social Video: Interaction model of Social Media + Story-Telling of Internet Video
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Social Media Internet Video
▫ Unlike traditional paid advertisings, viewers are in control. ▫ Unlike traditional social networking, advertisers execute brand marketing.
Successful social video campaigns are distinct from other forms of advertising.
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
The Top 10 Social Video Ads of All Time
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Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
The Top 10 Viral Video Ads of All Time
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“Call them "viral" videos, super-sized TV ads, branded videos or just plain commercials, a few of them have crossed a significant psychic milestone: 100 million views and counting.”
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo 14
The Top 10 Viral Video Ads of All Time
Watch them all here: visiblemeasures.com/top-ten-all-time
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo 15
The Top 10 Viral Video Ads of All Time
▫ 500+ million views▫ 750,000+
comments▫ 7,000+ unique
video placements
▫ Industry segments▫ CPG: 6▫ Consumer
electronics: 3▫ Apparel: 1
Watch them all here: visiblemeasures.com/top-ten-all-time
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Common Challenges Facing Brands & Agencies
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▫ Just getting started▫ “We would like to add viral video to our media mix...
what should we be keeping in mind?”
▫ Actively experimenting▫ “We have a social video campaign in market... but so
far it hasn’t attracted much of an audience. Help!”
▫ In the thick of things▫ “We had a big video hit at the beginning of the year...
but since then the competition has come on strong. How do we build on our past successes to take things to next level?”
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Just Getting Started“We would like to add viral video to our media mix... what should we be keeping in mind?”
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Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Best Practice: Develop Memorable ContentDove Evolution (#6 All Time)
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0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
Oct-06Jan-08
Jul-08Feb-09
Aug-09
Mar-10Oct-10
Dove Evolution
Views
Web-only campaign
Among the very first successful viral video ads
Creative approach posed a direct challenge the conventional methods of selling beauty/personal care products
Controversy stirred dialog, which drove sharing and reach
Follow-up ‘Onslaught’ campaign touched on similar themes but was much less successful
Watch it here: visiblemeasures.com/top-ten-all-time
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo 19
Best Practice: Develop Memorable ContentT-Mobile: T-Mobile Dance (#7 All Time)
0
10,000,000
20,000,000
30,000,000
40,000,000
Jan-09Apr-09
Aug-09Nov-09
Feb-10Jun-10
Sep-10
T-Mobile Dance
Broadcast + online
The first ad to feature large-scale flash mob
Music plays a big part
Rapid organic growth followed by almost linear growth
Watch it here: visiblemeasures.com/top-ten-all-time
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo 20
The oldest campaign in the top 10
Originally a broadcast TV Super Bowl campaign
Heavy star power: Britney Spears, Pink, Beyonce, and Enrique Iglasias
Brand did not place or promote campaign online... instead, the community uploaded it
Music plays a big part
Best Practice: Develop Memorable ContentPepsi: Gladiator (#4 All-Time)
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
Dec-07Jun-08
Jan-09Jul-09
Jan-10Jul-10
Pepsi Gladiator
Views
Watch it here: visiblemeasures.com/top-ten-all-time
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Actively Experimenting“We have a social video campaign in market... but so far it hasn’t attracted much of an audience. Help!”
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Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo 22
0
10,000,000
20,000,000
30,000,000
40,000,000
Apr-10May-10
Jun-10Jul-10
Aug-10
Sep-10
Old Spice Odor Blocker
Best Practice: Employ Surge MediaOld Spice: Odor Blocker (#9 All Time)
YouTube: 24+ hours of new video content uploaded every minute
Need to drive initial awareness of your social video campaign: surge media
Growth curve shows both surge media in support of Odor Blocker and cross-campaign viral activation
Watch it here: visiblemeasures.com/top-ten-all-time
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Best Practice: Employ Surge MediaQuantifying the Impact
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Long-term impact of surge media support: sustained 4.5x increase in daily reach
Onl
ine
Vide
o Vi
ews
~26,000 views/day 120,000+ views/day
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Core Creative Assets
Baby MoonWalk: 7.6 million views
Baby Breakdance: 6.4 million views
Roller Babies: 85.5 million views
Best Practice: Extend the CampaignEvian: Live Young (#2 All Time)
Began as an online-only campaign... but massive viewer response helped push it into broadcast
Compelling creative approach, strong music component
Campaign involved multiple core creative assets, including internationally localized versions
Extension video assets, including behind-the-scenes clips and ‘interviews’ with the babies, extended reach by 10%.
Watch it here: visiblemeasures.com/top-ten-all-time
Follow-on Assets
Additional Content: 8 million views
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Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Best Practice: Extend the CampaignMicrosoft: Project Natal (#5 All Time)
Painting Demo:0.8 million views
Featurettes:11 million views
Online-only campaign
Proof-of-concept product demonstration approach of next-generation console gaming interface
Natal announced at E3 2009 with demos from major producers including Steven Spielberg
Campaign ultimately accumulated 2,000+ unique video clips
Watch it here: visiblemeasures.com/top-ten-all-time
Concept Introduction:21 million views
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Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
In the Thick of Things“We had a big video hit at the beginning of the year... but since then the competition has come on strong. How do we build on our past successes to take things to next level?”
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Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo 27
Best Practice: Encourage Audience ParticipationDoritos: Crash The Super Bowl (#8 All Time)
Watch it here: visiblemeasures.com/top-ten-all-time
House Rules16.9 million views
Snack Attack Samurai4.7 million views
Casket2.8 million views
Underdog3.9 million views
Kids These Days1 million views
Online-to-broadcast-to-online Super Bowl campaign
Crowd-sourced contest for campaign creative with a $1 million grand prize
While Super Bowl was the crescendo, campaign began months in advance and lived on for months afterwards
Extensive online promotion plan including YouTube homepage takeovers
Spots topped many Super Bowl ad rankings
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Best Practice: Encourage Audience ParticipationOld Spice: Responses (#3 All Time)
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The newest campaign in the top 10
Broadcast-to-online campaign
Character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns
Ground-breaking approach involved shooting 100+ online-only short ads that were direct responses to audience requests via social media
Extensive online promotion plan including Hulu in-stream placements
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Best Practice: Leverage Past SuccessDC Shoes: Gymkhana Two (#10 All Time)
Ken Block:Bonus Footage
Infomercial
Mechanical:Behind The Scenes
The Making Of:Part 3
One of two emerging brands in the top 10
Gymkhana: a motorsport that “requires drivers to perform reversals, 180 degree spins, 360 degree spins, parking boxes, figure 8s and other advanced skills”
Initial Gymkana sponsorship was not intended as a brand-building exercise... but resonated with online viewers
Based on responses, brand launched a much more elaborate spot called Gymkhana 2, sparking an online video sensation... and making driver Ken Block a celebrity
Multiple campaign extensions including behind-the-scenes, bonus footage, the making of, and more
Watch it here: visiblemeasures.com/top-ten-all-time29
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
One of two emerging brands, and the only serialized campaign, in the top 10
Built-in audience for each new episode... companies can now sponsor to have their product blended!
Timely tie-ins with current events social media circles, such as the iPad episode
Simple idea – CEO-led product demonstration – executed with humor and consistency
0
50,000,000
100,000,000
150,000,000
Jun-07Dec-07
Jul-08Jan-09
Aug-09Mar-10
Sep-10
Blendtec Will It Blend?
Views
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iPhone
iPhone4
Glow Sticks
Golf Balls
iPad
Skis
Best Practice: Leverage Past SuccessBlendtec: Will It Blend? (#1 All Time)
Watch it here: visiblemeasures.com/top-ten-all-time
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Best Practices in Social Video:Summary
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Develop memorable content
Employ surge media
Extend the campaign
Encourage audience participation
Leverage past successes
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
Putting It All Together: Share of Choice▫ Male personal care: a brand-building battle-ground in social
video▫ Old Spice’s social video successes: re-shaped the landscape
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q3 ‘09 Q4 ‘09 Q1 ‘10 Q2 ‘10
Shar
e
Brand A Brand A
Brand ABrand A
Brand B Brand B
Brand B
Brand B
Brand CBrand D
Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo 33
Visible Measures Product & Services Portfolio
Orientation & Training
Support & Maintenance
Pre-Sales Support:Leverage Online Video Data to Pitch New Business
Planning & ActivationEstablish Media Strategy & Execute
Campaign Management: Measure & Optimize In-Market Campaigns
Visible Measures Engagement Model:Drive Results Across the Entire Campaign Cycle
visiblemeasures.com/get-more-webinarTo get more from your online video efforts, contact us here: