Presentation from NY Digital Media Measurement conference. Provides alternative methods to measure online video campaigns. How TRESemme leverages paid media to distribute branded video content.

1. Online Video & Distributed Content: Identifying Relevant Key Performance Indicators to Make Your Case and Maximize ROI (Lighting Fires: Distributing Brand Experiences Online)

3. Measuring Online Advertising Basics + = Efficiency CPM CPC CPV CPE CPL Effectiveness Drive Traffic Brand Engagement Brand Impact Studies Quality of Leads Sales per Visit ROI

4. Over-Measuring Online Advertising

5. Online Video Measurement Distribution + + = Efficiency CPM CPC CPV CPE CPL Effectiveness CTR Engagement Brand Impact Studies Leads Sales Content Reused Custom Leveraged ROI Online Video KPIs

6. Under-Measuring Online Programs + Content Efficiency + Effectiveness Distribution Efficiency + Effectiveness $ $ MediaROI

7. + Distribution Efficiency + Effectiveness Content Efficiency + Effectiveness $ Program ROI

8. Light Many Fires Generate Sparks: give consumers something to experience Build Fireplaces: find places for consumers to interact with them Light More Fires: motivate them to spread it to others Places To Interact Our Space: Brand Sites, Paid Media Sites, Sponsored Events/Microsites Their Space: Social Networks, User-Gen Content Shared Space: Blogs, Retail Sites Something To Interact With Product News and Information Product-Related Lifestyle Content Special Events/Sponsorships Interactive Content Reasons To Share Found It First Personal Expression My Friends Like What I Like Promotion Incentives Easy To Share Find – Click – Share Leverage Sharing Habits Share It For Them

9. Kill the CTRBootleg Your VideosRedefine the CPM

10. Kill the CTR 1 out of 1,000 consumersclicking your banner sucks and 1 out of 100 consumersclicking your video ad still sucks

11. Paid Media Social Media Brand Site Share Content Across Channels Driving Content to Users Driving Users to Content -VS- Brand Content Brand Site Social Media Paid Media

12. Content Ecosystem Brand Site Paid Media Social Media Share Content Measurement Across Channels

13. Bootleg Your Videos Leverage offline programs to contribute online content

14. + =

15. Phase 1 Generate and Aggregate Sparks

16. Phase 2 Test Content Distribution 25X video consumption

17. Phase 3 Expanded Distribution & Spread Fires

18. $$ $ $ $ $ Content Formats Content Exposure Content Sentiment

19. Creating Video Content: Leverage Offline Media Partnerships

20. Creating Video Content: Lower Budget Options

21. Content Ecosystem Brand Site Paid Media Social Media Non-Video Sparks

22. Redefine the CPM Buy Content, Not Impressions

23. Redefining CPM Cost per Thousand Buy impressions Content per Thousand Buy creative + guaranteed views Brand Site Media Distribution Video Seeding

24. Non-Video Sparks With Guaranteed Exposure

25. My Challenge To You Marketers Find Your Sparks Focus Your Agencies Media Agencies Buy Content not Banners Make Added Value Actually Valuable Publishers Request Creative Briefs Attached to Media RFPs Compete on Creative Quality, not Just CPMs Digital/Creative Agencies Get Nervous

26. Thanks.