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Inside: The First Social Movie
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. 1
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. 2
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. 3
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. 4
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. 5
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. 6
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. 7
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. 8
9.
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.
14.
15.
16.
HOW COULD BRANDS
LIKE INTEL AND TOSHIBA BECOME COOL?
17.
18.
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
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