Eyeka Video Content Marketing ROI white paper

THE BIG
A Short Guide To Creating,
Predicting And Amplifying Social
Videos That Will Boost Your Return
On Marketing Investment.

Over 4 billion hours of video are watched every month on YouTube. Over 700
videos are shared on Twitter every minuteI. 6 seconds video platform Vine is
now the most downloaded app in iTunesII… Video content drives communities,
commerce and increasingly CMO’s agenda. But can brands and their agencies,
who have been making ads for over 60 years succeed in creating engaging,
shareable online content that doesn’t look like a regurgitated commercial yet
delivers any kind of marketing value? This short paper, written in a unique collaborative spirit with contributions from Coca-Cola, Energizer, Asatsu-DK, eYeka,
Unruly and ThisMoment offers an introduction to creating, predicting and amplifying social videos that work for consumers AND for brands.

#Cmarketing

The
The “C generation”
“C generation”
leads the surge
leads the surge
in content
in content
In In the last decade,broadcast TV viewership slumped an astonithe last decade, broadcast TV viewership slumped an
shing 50%III. III. That is especially truefor the youngest, most coveted
shing 50% That is especially true for the youngest,
demographics. This audience isisnow onlineIVIV and often watching
demographics. This audience now online and often
content onon mobile deviceV. Behind a shift in media consumption
content a a mobile deviceV. Behind a shift in media consumplays a morea more powerful mindset. While being long-time passive
tion lays powerful shift in shift in mindset. While being long-time
consumer consumer of cultural products, news and advertising, a
passive of cultural products, news and advertising, a booming
segment of segment of our society wants to take a more in shaping
booming our society wants to take a more active role active role
the mediasphere.
in shaping the mediasphere.
«Generation C» is stands formostly of millenials, but is more of a
«Generation C» made-up Creation, Curation, Connection and
state of mind thanisan age group. It is made of people who want
Communities. It made-up mostly of millenials, but is more of a
tostate of mind than an age group. It is made of people who want to
express themselves, often creatively. They devour videos online,
increasingly viewing long form videos (over 10 minutes) on their taexpress themselves, often creatively. They devour videos online,
bletsVI or user-generated content videos (over 10 minutes) Generaincreasingly viewing long form on their smartphonesVII. on their
tion C isVItwice as likely to be a YouTube viewer than the general
tablets or user-generated content on their smartphonesVII. Genepopulationis twice asmore likely to YouTubeaviewer than the VIII.
ration C and 40% likely to be a be only light TV viewer general
population and 40% more likely to be only a light TV viewerVIII.
Being of a creative generation, they are not adverse to ads, when
they are of a creative relevant. Butthey are nottrust them. ads, when
Being original and generation, they don’t adverse to
they are original and relevant. But they don’t trust them.
Consumers’ trust in traditional advertising (radio, newspapers, magazines and TV) has been waning, down by (radio, newspapers,
Consumers’ trust in traditional advertising an average of 23%
between 2009 and has been waning, down by an average of from
magazines and TV) 2012IX. Meanwhile, recommendations 23%
“people I know” are trusted IX. Meanwhile, recommendations from
between 2009 and 2012 by 92% of consumersX.
“people I know” are trusted by 92% of consumersX.

#Cmarketing

2

The
“C generation”
Content is driving
leads the surge
the great ad $
in content
e-migration
In Despite the 50% slump in broadcast TV viewership, ad revenues
the last decade, broadcast TV viewership slumped an astonishing 50%III. That resilient. Thattrue for the youngest, most coveted
have remained is especially means that advertisers are paying
demographics. This but for less innow onlineIV and oftenstarting to
more of the same audience is return. Marketers are watching
content on a traditional ad budgets are shift in media consumption
notice and mobile deviceV. Behind a shrinking.
lays a more powerful shift in mindset. While being long-time passive
consumer of culturalthe expected size and advertising, a booming
By February 2013, products, news of that decline over the next
segment of our society wantsOn takecontrary, 2012 role in very big
12 months reached 2.7%XI. to the a more active was a shaping
the mediasphere.video advertising with spending rising 27%XII. The
year for online
perception of online video among advertisers continues to im«Generation withis made-up mostly of millenials, but is more ofas
prove too, C» 64% of advertisers ranking online video spots a
state of mind TV adsXIII.
effective as than an age group. It is made of people who want
to express themselves, often creatively. They devour videos online,
increasingly viewingeven more videos (over 10 they are shared. taOnline videos are long form effective when minutes) on their
bletsVI or user-generated content on their smartphonesVII. Generation C 2012 Unruly Social be aEffectiveness study showed that
The is twice as likely to Ad YouTube viewer than the general
population andand brand association rose 7% among viewers who
brand recall 40% more likely to be only a light TV viewerVIII.
had been recommended a video versus viewers who found it by
Being of a creative generation,video are not adverse to ads, when
browsing. Enjoyment of the they rose by 14% among viewers
they are original and relevant. But they don’t trust them. in turn inwho had viewed following a recommendation; and this
creased purchase intent by 97% and brand association by 139%.
Consumers’ trust indecidedly bright for online videos with 54% of
The future looks traditional advertising (radio, newspapers, magazines and planning to do more of itdown by an average of 23%
marketers TV) has been waning, XIV.
between 2009 and 2012IX. Meanwhile, recommendations from

#Cmarketing

3
2

The
“C generation”
Your brand must
leads the content
become surge
in contentthrive
driven to

Coca-Cola.TV

In While consumers broadcast TV and populating Youtube astonithe last decade, are creating viewership slumped an with a
shing 50%III. Thathours of video every minute, most leadingcoveted
staggering 100 is especially true for the youngest, most brands
demographics. This audience is now onlineIV and often watching
are still experimenting cautiously with producing content. Cocontent onis a notable exception.
ca-Cola a mobile deviceV. Behind a shift in media consumption
consumer of culturalinto online broadcasting started in Latin AmeCoca-Cola’s foray products, news and advertising, a booming
segment of Coca-Cola.TV, an to take TV channel. In thein shaping
rica with our society wants online a more active role words of
the mediasphere. Interactive Marketing Manager for The CoErnesto Almada,
ca-Cola Company and one of the architects of Coca-Cola.TV:
«Generation C» is made-up role in engaging with a moremore of a
“Coca-Cola.TV plays a key mostly of millenials, but is «connecstate ofaudience, by pushing messages in a of people who want
ted» mind than an age group. It is made more dynamic way
tothrough content and entertainment options -that are still linked to
increasingly viewing long form videosof our audiences’ key their taour traditional investments- by way (over 10 minutes) on passion
bletsVI or user-generated content on their smartphonesVII. Generapoints.”
tion C is twice as likely to be a YouTube viewer than the general
population and 40% more likely to be originated at Coca-Cola. The
It is no surprise that such initiatives only a light TV viewerVIII.
company allocates 20% of its marketing budget to develop inBeing of a content and ideas and anare not10% to really push the
novative creative generation, they extra adverse to ads, when
they are original and relevant. But theytransforming from being adboundaries. In fact the company is don’t trust them.
vertising-driven to being content-driven, consolidating its strength
Consumers’ trust in traditional advertising (radio, newspapers, maas a powerful storyteller through high quality original programmigazines and Brown, Directorwaning, down by an average ofsocial
ng. Ashley TV) has been for digital communications and 23%
between commented 2012IX. Meanwhile, recommendations team
media 2009 and in a New York Times articleXV that his from
“people I know” are trusted by 92% of to look more. like an editorial
«has been re-formed in the last year consumersX
team at a long-lead magazine… with a production schedule and
an editorial calendar.”XVI

#Cmarketing

4
2

The
“C generation”
Crowdsourcing
leads theboosts
content surge
in content
ROI

“Power-Up”, created by
ProtonSanon, eYeka for
Coca-Cola

In When consumers broadcast TV viewership slumped an astonithe last decade, themselves produce content, this approach is
shing 50%III. That is especially true for the youngest, most coveted
paying off even more. An earlier co-creation project calling on
the eYeka community of creators to «illustrate Coca-Cola as an
content on a refreshment, in. their own style» generated worldwide
energizing mobile deviceV Behind a shift in media consumption
lays a more powerful shift in mindset. While being long-time of userbuzz with over 6 million online mentions. Several pieces passive
consumer content even achieved top and advertising, best ads in
created of cultural products, news 10% of all-time a booming
segment of our society wants toMillward Brown Link™ score test.
sample markets through the take a more active role in shaping
the mediasphere.
Internally, Coca-Cola saw a 100% adoption of the creative materials across markets compared to an average of 47% and the
«Generation C» is made-up mostly of millenials,92% is more avewhole project had cost saving efficiencies of but against of a
state of mind than an age group. It is made of people who want
rage agency fees and production costs.
increasingly Coke Burn invited videos (over 10 minutes) co-creation
In Japan, viewing long form creative individuals via on their tabletsVI or user-generated content on their to «Show us VII. Generaplatform eYeka and agency Asatsu-DK smartphones what creation Cenergy can do!» into beform of a video or a poster. This retive is twice as likely the a YouTube viewer than the general
population 135 diverse, authentique and qualitative videos over a 5
sulted in and 40% more likely to be only a light TV viewerVIII.
weeks period. Seeded on Coke Burn’s website, YouTube & FaceBeing of a creative generation, was seeded on Coke to ads, when
book pages. The best work they are not adverse Burn’s webthey are original and relevant. But is thedon’t trustsuch initiatives? It
site and Facebook page. What they result of them.
goes beyond sales. According to Ernesto Almada it is about “how
Consumers’ trust in traditional advertising (radio, newspapers, mapeople become more engaged with our brand across different
gazines and TV)the love forwaning, down by an average of 23%
channels and has been Coca-Cola grows accordingly as we
between 2009 and 2012IXoffer unique experiences to our consucontinue to innovate and . Meanwhile, recommendations from
“peopleand most loyal fans.” 92% of consumersX.
mers I know” are trusted by

#Cmarketing

5
2

The need a
You
“C generation”
collaborative,
leads thecontent
creative surge
in content
eco-system

“Burn”,
created by Goldfinch,
eYeka for Coca-Cola

In While many agencies feel compelled to update their offer astonithe last decade, broadcast TV viewership slumped an by adshing 50%III. That is especially their for the youngest, most coveted
ding “content marketing” to true credential documents, few are
demographics.as Japanese agency ASATSU-DK (ADK). The agengoing as far This audience is now onlineIV and often watching
content on long tradition of Vbeing involved in the content business
cy has a a mobile device . Behind a shift in media consumption
lays a moreits investments and activities in the long-time passive
through powerful shift in mindset. While being Japanese anime
consumer of cultural products, news and advertising, a booming
and publishing industry. In other words, it deeply understands
segment ofUpon realizing howto take a more active role inbetween
content. our society wants the changing relationship shaping
the mediasphere. brands would shake the foundation of the
consumers and
advertising industry, ADK decided to build a new business mo«Generation C» is made-up mostly is developingbut own content
del to complement its own. ADK of millenials, its is more of a
state of mind than an age group. It is made of people who such
eco-system by partnering with leading startups in the field want
toas co-creation community eYeka.
increasingly viewing long form videos (over 10 minutes) on their tabletsVI or user-generated content on their smartphonesVII. GeneraMasaya Haraguchi, Department Director at Co-creation Room,
tion C is twice brands toto be a YouTube viewer than the general
ADK, advises as likely behave like “publishers,” using best pracpopulation and 40% more likely to be only a light TV viewerVIII.
tices from the industry to build long-lasting communities around
interest and editorial lines. ADK is reviewing its well-established
Being of a creative planning, budgeting and measurement models
traditional media generation, they are not adverse to ads, when
they are original and relevant. Butchange. While the agency keeps
to help clients embrace such they don’t trust them.
stewardship of its clients’ marketing and media strategy, it relies
Consumers’ trust in traditional advertisingproduce fresh, innovative
more on communities of consumers to (radio, newspapers, magazines and TV) has been waning, down by an average of 23%
content and on technology platforms, content distributors and
between 2009 and 2012IX. to amplify it. Brands are getting in the
specialized viral agencies Meanwhile, recommendations from
“people too and are trusted by 92% of consumersX. to create such
game I know” are building strategic partnerships
collaborative, creative eco-systems.
Examples of creative content ecosystem:
• Procter&Gamble + eYeka + Thismoment + Unruly
• Unilever + Unruly + eYeka
• Coca-Cola + ThisMoment
• ADK + eYeka

#Cmarketing

6
2

Six steps to
successful
content creation
The
and amplification
“C generation”
leads the surge
01.
Don’t plan for a “viral” campaign
in content

Stop chasing the next viral hit! According to David Waterhouse, Global
Head of Content and PR at video technology company Unruly, “trying
to chase the next viral sensation is the strategic equivalent of sticking
In your hand decade, broadcast TV viewership slumped an astonithe last in a haystack and hoping to find a needle”. Instead, marketers shall . That is especially true for the youngest, ROMI. Unruly
shing 50%IIIfocus on defining their KPIs to measure theirmost coveted
has worked closely audience to now online main KPIs which can be
demographics. Thiswith the IAB is isolate the 4 IV and often watching
delivered
content on by mobile deviceV. Behind a shift inAWARENESS, ATTENa social video, ACTION, ADVOCACY, media consumption
TION. It is important to stick to one core KPI to amplify social content,
repeatedly, at scale and with a consistent experience across all touch
points, from social media to websites to mobile devices.

segment of our society wants to take a more active role in shaping
the mediasphere.

02.

«Generation C» is made-up mostly of millenials, but is more of a
increasingly viewing long form videos (over 10 minutes) on their tabletsVI or user-generated contentstar of thesmartphonesVII. get them
Consider making consumers the on their show or better; Generation produce your content.to be the world’s biggest brands aregeneral
to C is twice as likely 72 of a YouTube viewer than the already
co-creating content more likely to be only a light TV is Schick
population and 40%with consumersXVII. One such brand viewerVIII.Quat-

Do it WITH consumers

“Schick Moment”,
created by Usyaev,
eYeka for Schick Quattro

tro who recently asked members of the eYeka community, the global mar-

ket of a in co-creation to produce short-videos illustrating the when
Beingleader creative generation, they are not adverse to ads,benefit
of are original and relevant. But they don’t trust them.
theytitanium in daily life. These user-generated-videos ran alongside sponsored video-content from one of the most popular Anime franchises in
an online campaign on Google TrueView in Japan. eYeka’s crowdsourced
Consumers’ trust in traditional advertising (radio, newspapers, mavideos helped the cost to conversion to drop by 54% vs. historical efforts.
gazines and TV) has been waning, down by an21% for co-created
They also achieved the highest View-Through-Rate, average of 23%
IX
betweenv. 2009 for sponsored. videos, proving that crowdsourcing content
Meanwhile, recommendations from
videos 17.1% and 2012
“peopleonly aboutare trusted by 92% of consumersX.
I know” cost-efficiency, but about creating content that truly reis not
sonates with the target audience. Geoffrey Pickens, Asia Pacific Director,
Men’s & Shave Prep for Energizer Asia Pacific stresses that “to create
impactful UGC marketers must get their mindset out of the 1990s TV ad
brief to embracing a broader objective that does not necessarily include
your category or product as the sole focal point.”
A word of caution though, not all consumers display creative acumen
or artistic sensibility. Alexandre Olmedo, Co-Founder of eYeka, recommends working with the 1% of content creators whenever fresh ideas and
quality of creative execution matters. In his views: “Crowdsourcing your
content needs with the most creative of consumers will significantly accelerate your ability to produce a large amount of authentic, quality content
to feed your social media channels, while keeping costs in check”.
#Cmarketing

7
2

Example of brands
co-creating content
with consumers
• Coca-Cola invited consumers to “show us the last
time when you did something
for the first time, inspired by
Coca-Cola.”
• Schick Quattro asked
consumers to create an engaging, masculine, humorous
or emotional moment when
Titanium can give you an
unexpected edge by transforming an object in your life into
a stronger and more durable
“Titanium” version.
• Samsung challenged
consumers to show how great
it is to enjoy and share music
anytime and anywhere thanks
to Samsung’s wireless Bluetooth Speakers.
• Toyota engaged consumers
to create a powerful, engaging
story that brings to life the
strong feelings and emotional
connection between a Toyota
and its owner(s).
• The Japan Tourism Agency
reached out to consumers to
create an original and engaging story that shows the surprising discoveries a traveller
could encounter in Japan.

Six steps to
successful
The
content creation
“C generation”
and the surge
leadsamplification
in content
03.

Aim for a strong emotional reaction

In As a general rule, if your contentTVto have a chance of social success,
the last decade, broadcast is viewership slumped an astonishing 50%III. That is especiallyto elicit athe youngest, most coveted
it should be arresting enough true for strong physical reaction from
IV
demographics. This ShareRank,is predictive tool andshareability found
the viewer. Unruly’s audience a now online for often watching
V
content target mobile device . Behind a shift to amedia and the social
that a on a audience’s emotional response in video consumption
motivations a viewer has in mindset. While being long-time passive
lays a more powerful shift behind sharing it are the highest predictor of
success. Online videos which elicit powerful, positive emotions, such
as hilarity our society wants to take a more often role in shaping
segment of or exhilaration, are shared 30% moreactive others. And they
XVII
are remembered
the mediasphere. 3 times more.
«Generation C» is made-up mostly of millenials, but is more of a
increasingly viewing long form videos (over 10 minutes) on their tabletsVI or user-generated content on their smartphonesVII. Generation C is twice as likely to be a YouTube viewer than the general

04.

Seed!
Don’t wait for people to discover it

There is no secret sauce to “virality”. Without good distribution, even

Being of a creative generation, they mark. Social videoto ads, when
good content will struggle to make a are not adverse seeding uses
paid distribution to relevant. But they is visible and easily
they are original andensure that content don’t trust them. shareable
on native content environments, where people are already discovering,

watching and sharing video content. This means the right content can
Consumers’ trust in traditional advertising (radio, newspapers, mafind its target audience in waning, down by an average of 23%
gazines and TV) has beenenvironments where viewers are more engaged. 2009 boost viewership with the recommendations from
between You canand 2012IX. Meanwhile, support of an overall media
campaign to get maximum awareness. A good example is P&G’s “Thank

You Mom” Olympics campaign. P&G worked with leading marketing
software provider, Thismoment, to create a social brand experience
that allowed users to interact with their content and other fans across
multiple social channels and global markets; acquiring millions of views.
Any views delivered as a result of sharing activity that is not paid for are
defined as ‘earned media’. This allows marketers to increase bottom
line engagement and the ROI of their content marketing initiatives.

#Cmarketing

8
2

Six steps to
successful
content creation
The
and amplification
“C generation”
leads the surge
05.
Create a consistent and shareable
in content
experience
Common Pitfalls
• Don’t obsess with “viral”.
Plan for producing great
content, regularly.
• Don’t expect all consumers
to be creative geniuses. Engage with the most talented to
get quality work.
• Don’t constrain your creativity with overbearing brand
guide lines. Get out of your
comfort zone to produce
content that consumers will
actually want to watch and
share.
• Don’t assume that your
video will go viral on its own
merit. Help consumers discover it with seed media spend.
• Don’t let long production
and bureaucratic approval
processes get in the way. To
capture the mood of the moment, you need to be quick,
agile and responsive.

According to Kitt McCurdy, Director of Account Management at ThisIn moment, creating abroadcast TV viewership slumped the content
the last decade, highly interactive experience around an astoniyou create immerses the user even more into your brand. Ensuring your
shing 50%III. That is especially true for the youngest, most coveted
experience is optimized for audiences across all the social channels
demographics.or Facebook) and is now onlineIV and often watching
This audience devices (desktop, mobile, tablet) is cri(e.g. YouTube
content on a mobile deviceV. Behind a spent in media consumption
tical to further increasing reach and time shift on site. Finally, making it
lays a more powerful shift in mindset.should be a key part of the overall
easy for users to amplify your content While being long-time passive
consumer Allow users to be part of the conversation about a booming
strategy. of cultural products, news and advertising, your brand,
segmentadvocacy by allowing users to submit their own content, proviharbor of our society wants to take a more active role in shaping
de tools for sharing and use URL shorteners e.g. bit.ly to create Twitthe mediasphere.
ter-friendly links. The whole point of social video is to create a piece of
content that goes made-up creator’s millenials, but Waterhouse’s
«Generation C» is beyond themostly of control. In David is more of a
words: “When your video group. It is made of people who it as
state of mind than an agestarts to get mashed-up, don’t regardwant
toa mutilation, but as a sign that your one-hit-wonder is turning into soexpress themselves, often creatively. They devour videos online,
mething more: an Internet meme!”

increasingly viewing long form videos (over 10 minutes) on their tabletsVI or user-generated content on their smartphonesVII. Generation C is twice as likely to be a YouTube viewer than the general

06.

Get your timing right

Being of a creative generation, they are not adverse to ads, when
they are original and relevant. But they don’t trust them.
Timing is everything. At the conception stage, tuning into the zeitgeist

Consumers’ trust in traditional advertising (radio, newspapers, maand capturing the mood of a nation, a generation or a target audience
gazines and a solid foundation for viral down by an average of 23%
will provide TV) has been waning, activation. At the dissemination
betweenyou’ll need to be in IX. Meanwhile, at the right time in order to
stage, 2009 and 2012 the right places recommendations from
capitalize on the social potential of your consumersX.
“people I know” are trusted by 92% of clip.
You’ll need lots of views to happen fast after upload if you want to make
most viewed of the day or week on YouTube or other distribution platforms. Likewise, you’ll need bloggers, micro-bloggers, and activists on
aggregator sites to be blogging, tweeting, and digging your video within
a short space of time if you want it to go big. That’s because, according to Unruly “a quarter of the average online branded video’s shares
happens in the first three days of its launch”. The viral peak of a brand’s
video campaign occurs on the second day, when the average online
ad will attract one in 10 of its total shares across the social web. These
shares result in additional views that are defined as ‘earned media’. It
allows marketers to increase bottom line engagement and the ROI of
their content marketing initiatives.
#Cmarketing

9
2

I

Source: Youtube statistics

II

Source: The Next Web, April
9th 2013

III

Source: Morgan stanley,
nielsen ratings data

IV

Source: Comscore UK 2011.
«In the UK, 81% of Internet
users watch online videos».

V

Source: sundaysky.com
quoted by Yahoo.com. «Video
is a major attraction on mobile
devices: 50% of tablet users
and 20% of smartphone users
watch video content».

VI

Source: Techcrunch: “Forrester notes that long-format, ad-supported video
watching is growing at a
rate of 32%, compared to
18% for short form”.

VII

Source: eMarketer

VIII

Source: Youtube statistics

IX

Source: Nielsen, global trust
in advertizing and brand
message, April 2012

X

Source: Nielsen, global trust
in advertizing and brand
message, April 2012

XI

Source: Ad spending
CMO survey

XII

Source: Adap.tv

XIII

Source: Brightroll

Author
Joël Céré, Insights Innovation Director, eYeka
eYeka is the World’s biggest creative
playground.
We help brands and their agencies accelerate
their marketing and media ROI by leveraging
more relevant ideas and content from an
online community of over 250,000 very creative
individuals, active in over 150 countries.

The
“C generation”
leads the surge
Contributors
in content

Ernesto Almada, Interactive Marketing
Manager, The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the
world’s largest beverage company, refreshing
consumers with more than 500 sparkling and
still brands.

In the last decade, broadcast TV viewership slumped an astonishing 50%III. That is especially true for the youngest, most coveted
Geoffrey Pickens, Asia Pacific Area
Segment Director, Men’s Shave Prep,
content on a mobile deviceV. Energizer Asia Pacific, Inc. consumption
Behind a shift in media
Energizer Holdings, Inc (NYSE: ENR) is a
consumer and company operating globally
consumer of cultural products, news goods advertising, a booming
in the broad categories of role in care and
segment of our society wants to take a more active personal shaping
household products.
the mediasphere.
«Generation C» is made-up mostly of Olmedo, Co-Founder, eYekaof a
Alexandre millenials, but is more
eYeka
state of mind than an age group. Itisis the World’s biggest creative
made of people who want
to express themselves, often playground. They devour videos online,
creatively.
We help brands and their agencies accelerate
increasingly viewing long form videos (over 10media ROI by leveraging
their marketing and minutes) on their taVI
VII
blets or user-generated content relevant ideas and content from an online
more on their smartphones . Generacommunity of viewer than very creative
tion C is twice as likely to be a YouTube over 250,000 the general
individuals, active light 150 countries.
population and 40% more likely to be only a in overTV viewerVIII.
Being of a creative generation, they Haraguchi, Department Director at
Masaya are not adverse to ads, when
they are original and relevant.Co-creationdon’t trust them.
But they Room, Asatsu-DK
Asatsu-DK is the 3rd largest media and
communication group newspapers, matraditional advertising (radio,in Japan, with offices
spanning over 40 countries.

Consumers’ trust in
gazines and TV) has been waning, down by an average of 23%
between 2009 and 2012IX. Meanwhile, recommendations from
David Waterhouse, Global
“people I know” are trusted by 92% of consumersX. Head of Content
and PR, Unruly
Unruly is a video technology company that
works with top brands and their agencies to
predict the emotional impact of their videos
and get them watched, tracked and shared
across paid, owned and earned media.

XIV Source: eMarketer
XV

Source: NY Times

XVI Source: Unruly
XVII Source: Crowdsourcing by
World’s Best Global Brands
timeline, as of May 2013

Kitt McCurdy, Director of Account
Management, Thismoment
ThisMoment is the leading system for creating
and delivering content-rich, social brand
experiences.

#Cmarketing

10
2

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