1. Inside: The First Social Movie
Hung Nguyen, WP West Coast, Visible Measures
Joshua Brandau, Director of Media Strategy, Pereira & O’Dell
Dan Beer, Media & Strategy Supervisor, Pereira & O’Dell
Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
VisibleMeasures.com | © Copyright 2011. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.
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2. The Analytics & Advertising Platform for Social Video
Social Video Analytics Social Video Advertising
▫ Choice-based, user-initiated views
▫ Video Analytics – 100+ Leading Pubs
▫ Guaranteed Cost-Per-View (CPV) pricing
▫ Optimized to drive Earned Media
▫ Campaign Measurement – 100+ major brands
▫ Industry-Wide Charts
Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
VisibleMeasures.com | © Copyright 2011. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.
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3. The Evolution of Video
Intel/Toshiba
Inside
2011
Dove
HTML5
Evolution
2008
2006
Quicktime TiVo
1999 Hulu Old Spice:
1991 2007 Responses
2010
Flash Video Victoria
Windows YouTube
Real Player Player Secret’s Live BMW: H.264 / MPEG iPhone TV Everywhere
Media Player 2005
1995 1996 Broadcast The HIre 2003 2007 2010
1991
1999 2001
1990 1995 2000 2005 2011
More connectivity,
smartphones
Easier to produce Device synch
More bandwidth
and share videos & portability
Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
VisibleMeasures.com | © Copyright 2011. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.
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4. Huge Shift in Media Consumption
Demands New Measures, New Strategies
Interruption Choice
Share of Voice: Share of Choice:
The brands that spend the most The brands consumers choose to watch
Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
VisibleMeasures.com | © Copyright 2011. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.
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5. Video + Discussion + Sharing = Social Video
▫ To participate, brands use social media
▫ To resonate and influence, brands use
social video
Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
VisibleMeasures.com | © Copyright 2011. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.
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6. The Ad Age Viral Video Chart is The Social Video Benchmark
▫ We measure all social video
▫ Average Ad Age #1: 4.5+ million views
▫ Average Ad Age Threshold: 750,000+ views
▫ Over 2,600 brands have launched social video campaigns
▫ Social video views have increased over 280% in the last two years (1H 2009 – 1H 2011)
Chart Threshold
800,000
Source: Visible Measures
600,000
400,000
200,000
0
2H 2009 1H 2010 2H 2010 1H 2011
Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
VisibleMeasures.com | © Copyright 2011. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.
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7. Choice is Better for Everyone
▫ Better brand lift ▫ Increased ▫ Greatly Increased
for advertisers. Brand Trust Brand Engagement
+300%- 450% +30% +50%
▫ When audiences choose ▫ Better sharing and ▫ Watching and
which ad to watch, organic spread rewinding
brand lift metrics increase against benchmark
between 300% - 450%* index
(compared to pre-roll ads)
*Source: VivaKi’s The Pool research
Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
VisibleMeasures.com | © Copyright 2011. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.
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8. Social Video Delivers Choice For Consumers:
Choices Drives Earned Media for Brands
In online video,
audiences
can choose to share,
endorse,
and evangelize
advertising
This “social
endorsement”
for video is
Earned Media
Choice drives
Earned Media Earned Media
Visible Measures Corporation – The Analytics & Advertising Platform for Social Video
VisibleMeasures.com | © Copyright 2011. COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE.
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10. Excuse me? Did
you say something?

11. THEY MAY NOT REMEMBER WHAT YOU SAY,
B U T T H E Y W I L L R E M E M B E R W H A T THEY DID
A N D H O W THEY FELT WITH YOUR BRAND.

12. BUT WHAT IF THEY SIMPLY
DON’T FEEL ANYTHING AT ALL?

13. I PREFER DAN BEER’S EARLY WORK.

16. HOW COULD BRANDS LIKE INTEL
AND TOSHIBA BECOME COOL?

19. IN YOUR NEXT MEETING ...
• USE YOUR IMAGINATION
• “WHAT IF’S”
• SUSPEND YOUR EXPECTATIONS OF WHAT ADVERTISING SHOULD BE
• ENTERTAINMENT, NOT ADVERTISING
• BE WILLING TO LOSE CONTROL AS AN ADVERTISER