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June 2007 Lycos France & Media Contacts France present: Online Video Advertising and Consumers 2.0

Online Video Advertising and Consumers 2.0 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Broadband fulflills the Promises of the Information Highway

% of web pages viewed by broadband users Source : comScore MediaMetrix (panel work + home), 2007, February About 95% of web pages are viewed by broadband users ,[object Object],[object Object]

Net surfers became mainstream consumers

Consequence: The web is likely to become an audio-visual media

… and video advertizing is getting generalized

Consumers appreciate, video advertizing has reached good results ,[object Object],[object Object],[object Object],[object Object],Sources : Etude exclusive IAB/ Novatris : la perception de la publicité vidéo Dynamic Logic, Q2 ‘O6 Campagne Media Contacts jan 07, 23m PAP Whether you have ever seen a video ad on internet or not, do you think that advertising in terms of videos is interesting? Notoriety +70% Recognition +114% Video vs all channels (average) Taux de clic x3,4 Coût au clic -15,5% Pavé video vs pavé classique 65 %

… but data hides huge diferencies ,[object Object],[object Object]

An innovating methodology: the online bulletin board ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online video advertizing : A new kind of ad

Video: a shift in paradigms for online ads ,[object Object],[object Object],[object Object],[object Object],Video brings much more creativity and originality. We can be told a story, we can learn many different things and entertain ourselves while looking at video ads. Christophe Videos do not speak about the product only, they allow the creation of a complete atmosphere around the ad. Juliette

Online video ads, a new era A web « style » appreciated for its freedom of speech + interactivity breaks up with current patterns Simple ads, without any enrichment are going to disappear. Thus, we will find out interactivity in ads conceived in the same way as movies. Bruno Web directors go further than TV directors. Christophe

Main differences between TV ads and online video ads in terms of perception ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The 7 winning recipes of video advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Do we have to make TV ads fit with the web? Net surfers are asking for… ,[object Object],[object Object],Internet is still the place to find new stuff, where everything goes fast and where we have the choice. Marc Online, there are much more posibilities to find original or striking movies. Therefore, I am seeking for something that makes a great difference with TV. Christophe

Do we have to make TV ads fit with the web? Thanks to internet, we can… A « Top of the range » adaptation: Citroën (awarded by JdN!)

Do we have to make TV ads fit with the web? Thanks to internet, we can… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],It is smart to put the logo at the bottom of the video because I keep in mind that It is an ad from citroën. Elodie Most of the time, internet is the place where ads are seen for the first time. Thus, I enjoy it when I see It again on TV. Corinne

Interlude: The world(s) of online video ads

Each way of advertizing can be linked to accurate expectations Push Pull « On-page » video ads (Main page, websites with articles) « Broadcast yourself » websites ( Lycos MyBuzz, Youtube, Dailymotion, etc.) Billboard (The « interlude ») Overflight Tunnel

Ads on « broadcast yourself » websites

Video ads on « broadcast yourself » websites: a new haven for your brands ,[object Object],[object Object],[object Object],[object Object],[object Object],Most of the time, ads loom up in a better way than other movies. Eric

Video ads on « broadcast yourself » websites: a new haven for your brands CanalSat: making-of « Christmas reindeers » Lycos MyBuzz : how to launch the buzz

« On-page » video ads: The most powerful and flexible lever ,[object Object],[object Object],[object Object],[object Object]

« On-page » video ads: The most powerful and flexible lever ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],It is nice to customize a webpage. Thus, each visit on this page is different from the other. Christophe I am fed up with ads that hide logins or passwords. Elodie

The billboard: particularities at stake ,[object Object],[object Object],[object Object],[object Object],[object Object]

A risk tied to billboards: the feeling of captivity I hate being the ostage of this kind of advertizing Elodie It is an aggression, nothing else! We come back to the methods used on TV. No way to escape. I feel screwed. Marc It is boring…when I am looking for something online, I want to find it immediately. Delphine

In-stream videos: particularities at stake ,[object Object],[object Object],[object Object],[object Object],[object Object]

Do I switch on/off the sound? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When the sound comes up on its own, I feel attacked. Juliette Obviously, we can benefit from musical advertizing (clips, albums, shows) because it reinforces the atmosphere…but when I am on websites that require to pay attention, any sound can be harmful. Moreover, it is disturbing when we are already listening to some music on our computer because it involves a superposition of sounds. Lauren Wihtout any sound, we would come back to the time of mute movies. Thus, it would be tasteless and dull. Music adds a soul to the ads. Sometimes, a mere track tells us as much things as too much « bla bla ». Christophe B

When does the sound must be activated? ,[object Object],[object Object],[object Object],[object Object],[object Object],The most relevant thing to do in order to activate any sound is to click on the « speaker » icon. Séverine To my mind, the best way to switch the sound on is to click on an icon. Delphine

What part interactivity can play? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],It was awesome and so surprizing!!! I really enjoyed it. Élodie This is something I really enjoy: being able to chose what I want to see Corinne

A new ingredient: the leading context ,[object Object],[object Object],[object Object],[object Object],[object Object],I am on a cooking website!! Putting a guy who dribbles on the page does not make me hungry!!! Lauren

What does consumer 2.0 appreciate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Respect of users’ expectations: clearness, originality, adaptation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The target of the link should be specified. Personnally, I never click on a link that only tells us « click here », Why? In order to see an ad? Élodie It does matter when you are compelled to keep the mouse above the ad to keep it working Ludovic

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