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Beth Doyle, VivaKi and Kristin Haarlow, Spark | The Future of Multiscreen Video Advertising
- 1. How the Power of 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 Sharing The more we share, the faster we learn and 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 video 122 ideas considered 388 executions tested 45,000 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 ad that 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 email thanking 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-rolls of mind awareness for chosen versus 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 works 20 months 40advertisers 202 campaigns 475 million ASq impressions 30% 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 ConAgra Cut through the clutter to reach mothers of teens, ages 12-16 Position the Orville Redenbacher’s brand as a nutritious super snack © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
- 13. Finding the right solution Why 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 brand's benefits and to entice viewers to choose © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
- 15. Results show the power of choice The act of choosing led to increases in both behavioral and attitudinal metrics Choice Score Orville Redenbacher’s 18 ASq 15-Month Benchmarks 5 Lift 360% ASq Chosen Click Through Rate Orville Redenbacher’s 1.12% ASq 15-Month Benchmarks 0.38% Lift 194% © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
- 16. Empower consumers with choice Visit risingtidecoop.com for more information © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
- 17. Thank You © 2012. All rights reserved. VivaKi. Proprietary and Confidential.