Be On sales pack for June 2013.
Mixing the thoughts from the Cannes Lions seminar with Be On's new pillars of Create, Syndicate and Measure this deck explains not just the megatrends and emotional studies, but also how they relate to the way brands can achieve success in the social video space via Syndication and Measurement.
4. • Content
2005 2013
5
4
3
2
2009
Global digital content created and shared
Source: KPCB, YouTube
YouTube hours of video uploaded per minute
100
75
50
25
ZB Hrs
100 hrs
of video uploaded
to YouTube each
minute
8 ZB
of data per year
will be created
by 2015
5. • Content
< 100 > 1m
YouTube videos by number of views
Source: Business Insider, Businessweek
%
30
20
10
29.6%
11.4%
0.3%
1k – 2.5k 10k – 100k
2.7%
0.0001%
probability user
will view your
content
6. • Choice
2000 2012
1,000
800
600
400
200
2008
Global internet connected device shipments
Source: BI intelligence, Microsoft
Units
(millions)
2004
Smart
phones
Tablets
Personal
computers
Wearables
47%
multi-task on
multiple
screens
7. • Choice
Share of device page traffic on a typical work day
Mobiles
brighten the
commute
PCs dominate
working hours
Tablets popular
at night
Source: comScore, Ericsson
60%
of consumers
watch video
on-demand
weekly
14. Choice over interruption
Video format
preference?
Premium quality feel?
More intrusive
format?
Positive brand
sentiment?
Added most value?
Pre-roll
Positive emotion
towards format?
Format related to
search/activity?
Native
Source: Be On internal research
27. The strongest video we have seen so far?
What’s the best video we have ever tested?
28. Consumers love emotional content...
3xhigher average
view to end %
8xhigher click
through rate
20xbetter in
converting views
into social
actions
100xQuicker in
attracting
viewers
Source: Be On research
30. The web is returning from scale to engagement
Google’s Panda and Penguin updates puts
increasing focus on bounce rate, dwell time
and social actions. At long last SEO is returning
to content quality over quantity
Facebook will show your posts to an
increasing audience depending on
engagement of the page in general and in
particular the individual piece of content.
Popular tweets will enter the top of people’s
search results and guarantee exposure.
Followers and engagement needed.
Youtube is moving away from the view
counter itself being dominant for rank and
towards engagement metrics like view to
end, likes, shares, comments
The web is turning to engagement
31. From local to global media
Source: PricewaterhouseCoopers (PwC)
Monthly video consumption by region
2012 to 2016 in Petabytes
North
America, 541
4
Western
Europe, 3845
Asia
Pacific, 6241
Latin
America, 664
Central and
Eastern
Europe, 513
Middle East
and
Africa, 204
2012
16,881
WORLD TOTAL
2016
45,252WORLD TOTAL
North
America, 8109
Western
Europe, 11042
Asia Pacific, 17559
Latin America, 4099
Central and Eastern
Europe, 2154
Middle East and
Africa, 2289
32. Be On and YouTube format comparison
Video format
preference?
Premium
quality feel?
More intrusive
format?
Positive brand
sentiment?
Added most value?
YouTube
Positive emotion
towards format?
Format related to
search/activity?
Be On
33. Example of Samsung vs LG results
Metric SS Grad Party SS Boarding SS Usain Bolt LG Stage fright
Views 7,552,066 8,893,708 15,923,853 5,581,131
Ad Views 6,926,362 8,495,758 N/A App. 3,000,000
YT Likes 2,392 1,216 1,324 9,586
YT comments 635 286 113 760
FB actions 17,607 6,649 6,907 45,128
Tweets 679 242 156 2,617
Social act. rate 2.82 0.94 0.48 10.40
35. About 30% of all goviral partners
publish on multiple platforms:
+8,000 Twitter Accounts
+7,800 Facebook Pages
+50,000 mid and long tail
sites and platforms from
Last.Fm and Wordpress to
small vertical sites and blogs
Vertical
Experts
Editorial
Network
Reach
How video is syndicated
Social Media
Outreach
In content syndication across
premium publishers across
International and local
publishers
Drive additional reach by
broadening out targeting to
relevant environments
across identified sites where
your audience are with
multiscreen coverage
Users, who choose to watch are 75% more engaged to the content compared to standard ads http://thenextweb.com/socialmedia/2011/06/12/only-30-of-youtube-users-skip-pre-roll-ads/ 15,000,000 Ad Block users on Chrome alone https://chrome.google.com/webstore/detail/adblock/gighmmpiobklfepjocnamgkkbiglidom?utm_source=chrome-ntp-icon On average 9.26% of impressions are ad-blocked, May 2012 http://clarityray.com/Content/ClarityRay_AdBlockReport.pdf
Remember the last award winning pre-roll?82% brand lift compared to pre-rollNielsen ‘Comparing Resonance for Native and Pre-roll Video Ads with Real-time Metrics ‘, March 2013
Point:1. Standard doesn’t work2. Even modest emotional differences make exponential difference in breaking through
Emotionally stronger ads get3x higher average view to end %8x higher click through rate20x better in converting views into social actions100x quicker in attracting viewers.Source: Be On and Realeyes research based on 400 videos study, 2013
… or Custom, in which we provide full access to Be On’sin house post production team, who will work with you to create bespoke enrichments to your content either within the player ...
Viewership is splintering across the web and across devices. Our dedicated programming team makes sure that the right video reaches the right user at the right time.