The document discusses research from a Yahoo panel of over 1,000 internet users on their perceptions and expectations of brand content online. It outlines challenges brands face in gaining attention from hyper-solicited consumers and expectations around content quality, objectivity, engagement and measurability of brand campaigns. Examples are provided of successful brand content campaigns run by Nissan and Mercedes-Benz on Yahoo properties.
9. 84% HYPER-SOLLICITÉS ONT LE SENTIMENT D’ÊTRESUR-EXPOSÉ À TOUTE SORTE D’INFORMATION Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
10. 59% DÉSENSIBILISATION ONT DES DIFFICULTÉS À SESOUVENIR DES MARQUES ÀL’ORIGINE DES PUBLICITÉS Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
11. 52% RÉCEPTIF ONT DÉJÀ CONSULTÉ DUCONTENU SUR INTERNET SPONSORISÉ PAR UNE MARQUE Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
13. 67% BUDGET-TEMPS CONSIDÈRENT QUE LEUR TEMPS EST PLUS PRÉCIEUX ET RAREQU’IL NE L’ÉTAIT AVANT Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
14. 62% VALORISATION VEULENT QUELQUE CHOSE ENRETOUR QUAND ILS PRÊTENT ATTENTION À UNE PUBLICITÉ Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
15. 81% CONTENU AIMERAIENT POUVOIR CONSULTER LA PUBLICITÉ QUAND ILS LE DÉCIDENT Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
16. QUAND LES MARQUES DEVIENNENT DES MÉDIAS À PART ENTIÈRE
17. 84% BÉNÉFICE DOIVENT APPRENDREQUELQUE CHOSE EN CONSULTANT LE CONTENU Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
19. 77% LIGNE ÉDITORIALE ATTENDENT UN TRAITEMENT DU SUJET SOUS UN ANGLE ORIGINAL / UNE MANIÈRE DIFFÉRENTE Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
20. DÉPASSER LE DISCOURS COMMERCIAL… NOUVELLERELATIONÀ LA MARQUE……NOUVELLES RÈGLES …LA MARQUE S’ADRESSE À L’INDIVIDU… …S’INSCRIVANT SUR LA DURÉE… …ET POUVANT FAVORISER LA FIDÉLISATION …UN CONTENU DÉCONNECTÉ DU PRODUIT… …UN UNIVERS QUI RAYONNE SUR LA MARQUE…
21. CONTENU …CREDIBLE, OBJECTIF, UTILE POUR LES CONTENUS INFORMATIFS & PRATIQUES …DRÔLE, CRÉATIF POUR LES CONTENUS DIVERTISSANTS ENJEUX
22. 94% PRÉ-REQUIS ATTENDENT DU CONTENU OBJECTIF Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
24. 88% EXPOSITION CONSIDÈRENT QUE LA MARQUE DOIT ACCEPTER LES COMMENTAIRES DE LA COMMUNAUTÉ LA CONCERNANT Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
27. Y! WEB ANALYTICSY!AD ANALYTICSPANEL NETRATINGSPANEL YAHOO! FOCUS GROUP PANEL YAHOO! FOCUS GROUP AVANT PENDANT OUTILS & PÉRIODES APRÈS BIEN APRÈS Y! WEB ANALYTICSPANEL YAHOO! SEGMENTATION RETARGETING
28. 72% RÉCOMPENSE CONSIDÈRENT COMME INNOVANTES LES MARQUES QUI CRÉENT DU CONTENU Source = Etude exclusive Panel Yahoo! – Juin 2010 – 1091 répondants
31. THE CHALLENGE Leverage Nissan’s All Mode Runs ski activity to build brand association with skiing holidays Drive user engagement from the pistes into an online forum where consumers could engage with the Nissan brand
32. THE SOLUTION A fully integrated ‘peak to creek’ experience providing local information and interactive entertainment to skiers visiting any of the five ski resorts in which Nissan had installed its All Mode Runs
33. THE CAMPAIGN Yahoo! partnered with Nissan to create the All Mode Run experience, anchored in Yahoo! Travel for UK, FR, IT, ES and DE
34. THE CAMPAIGN The site included information on five featured resorts where the All Mode Run was taking place including a Blog, Ski gear information, weather conditions and an insiders guide.
35. THE CAMPAIGN At each resort skiers could take part in the All Mode Run and have their photos taken whilst doing so.
36. THE CAMPAIGN Skiers were then given a code which they could enter in the AMR site to see their photos
37. THE CAMPAIGN We utilised Flickr to automatically upload and store the photos. Each skier would be directed straight to their photos on Flickr.
38. Unique users to Yahoo! Ski 925,089 THE RESULTS 925,089 Unique Users to the Nissan sponsored Yahoo! Ski site More than 40,000 Unique Users to the All Mode Run sites More than 1,000,000 photos uploaded to Flickr!!
40. THE CHALLENGE As the official partner to the German national team, Mercedes wanted to offer a unique campaign to enable supporters to get behind their team The challenge was to find a way to engage German football fans, and enable them to show their support
41. THE SOLUTION Mercedes partnered with Yahoo! to run an integrated 360 campaign across various Yahoo! platforms Yahoo! provided cutting edge technology, strong editorial support and a comprehensive media campaign
42. THE CAMPAIGN Yahoo partnered with Mercedes’ creative agency to build a dedicated site for German fans to sign up and engage with the campaign
43. THE CAMPAIGN Yahoo! enhanced its video platform technology to enable users to upload videos of themselves giving their messages of support
45. THE CAMPAIGN Additional integration across Yahoo! included Answers sponsorship, branded video network, a sponsored messenger environment and a Front page application