VivaKi Innovations Director Beth Doyle and Spark Digital Activation Director Kristin Haarlow presentation titled " How the Power of Choice Drives Results." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.
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1. How the Powerof Choice Drives Results Beth Doyle Kristin
Haarlow Innovations Director Digital Activation Director VivaKi
Spark 2012. All rights reserved. VivaKi. Proprietary and
Confidential.
2. 2 2012. All rights reserved. VivaKi. Proprietary and
Confidential.
3. Pool as in SharingThe more we share, the faster we learnand
keep up with changes in consumer behavior 2012. All rights
reserved. VivaKi. Proprietary and Confidential.
4. 4 years of research 6 pool lanes in online video122 ideas
considered388 executions tested45,000 hours spent working with the
industry over 19 million hours spent with over 278 million
consumers 4 61 2012. All rights reserved. VivaKi. Proprietary and
Confidential.
5. So, what did we learn? 2012. All rights reserved. VivaKi.
Proprietary and Confidential.
6. People like to have a choice Empowering, freeing...I was
more open to the adthat I was able to choose. I think giving people
an option in viewing advertising is very clever and an engaging way
to send messages.I sent your company an emailthanking them for the
option. 2012. All rights reserved. VivaKi. Proprietary and
Confidential.
7. When they choose 363% better Chosen*The Pool Lane 1 and 2
lift in top Pre-roll Pre-rollsof mind awareness for chosenversus
pre-roll video ads 2012. All rights reserved. VivaKi. Proprietary
and Confidential.
8. 2012. All rights reserved. VivaKi. Proprietary and
Confidential.
9. The ASq: the ad selector done smart 2012. All rights
reserved. VivaKi. Proprietary and Confidential.
10. And it works20 months40advertisers202 campaigns475 million
ASq impressions30% of viewers make a choice on premium publishers
2012. All rights reserved. VivaKi. Proprietary and
Confidential.
11. ASq in action 2012. All rights reserved. VivaKi.
Proprietary and Confidential.
12. Challenges for Spark and ConAgraCut through the clutter to
reachmothers of teens, ages 12-16Position the Orville
Redenbachersbrand as a nutritious super snack 2012. All rights
reserved. VivaKi. Proprietary and Confidential.
13. Finding the right solutionWhy ASq? 2012. All rights
reserved. VivaKi. Proprietary and Confidential.
14. The Orville campaign Three :30 ads rotated on CBS.com
between Oct. and Dec. 2011 Clear creative was used to demonstrate
the brands benefits and to entice viewers to choose 2012. All
rights reserved. VivaKi. Proprietary and Confidential.
15. Results show the power of choiceThe act of choosing led to
increases inboth behavioral and attitudinal metrics Choice Score
Orville Redenbachers 18 ASq 15-Month Benchmarks 5 Lift 360% ASq
Chosen Click Through Rate Orville Redenbachers 1.12% ASq 15-Month
Benchmarks 0.38% Lift 194% 2012. All rights reserved. VivaKi.
Proprietary and Confidential.
16. Empower consumers with choiceVisit risingtidecoop.com for
more information 2012. All rights reserved. VivaKi. Proprietary and
Confidential.
17. Thank You 2012. All rights reserved. VivaKi. Proprietary
and Confidential.