1. Goviral distributes branded video content, Guaranteeing audience and user initiated video plays For advertisers on a pay-for-performance basis
2. Key Facts on Goviral Company Info: Founded 2005 75+ Employees Offices in London, Paris, Copenhagen, Stockholm & Munich. Partners in Moscow, Tokyo & Milan Global reach / EMEA focus (80% of campaign volume) Network Info:20,000+ Content distributed 21,000+ active paid publishers 250,000 unique websites reached last 12 months +540mil target views delivered Transactions:35+ million targeted views/month delivered 12+ million views in verticals/month delivered
24. Why try to optimize social sharing? Consumers are more interested in a video referred by a friend than one on a search engine. These views are also organic and non-payable. Average Minutes Watched
25. From viral to many types of video content Tutorial & Product Brand channels Strong TV ads Episodic Content Interactive Video Viral content Awareness Learning Engagement
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27. Consumers understand the game Online there has to be a value exchange between brand and consumer
28. Adopting toanew reality The inherent differences in channel should impact our creative thinking
47. “PERSONAL RECOMMENDATIONS AND CONSUMER OPINIONS POSTED ONLINE ARE THE MOST TRUSTED FORMS OF ADVERTISING GLOBALLY” Source: Nielsen Online press center, 07/09/09: “The Nielsen Company reveals the most..”
48. Video growing rapidly in all Demographics fastest of all formats Hours viewed Age Video consumption has grown 74% in the last 12 months, with 18-24 watching 9 hours of video every month Source: ComsCore video Metrix
49. What can online do for your TV Campaign? “Advertisers might be able to save money by utilizing those ads already in the hopper. Even when controlling for exposure, we see that repurposed TV spots resonate quite well in the streaming full-episode environment.“David Kaplan - Nielsen's senior VP of product leadership Source: Nielsen IAG, A18-49, Premium Online Video Measurrement 2008-2009 – June 2009
50. Branded video content builds brands As the media landscape is fragmenting, online video distribution is adding incremental reach to TV. The combination of TV and online video has also proven to significantly raise both brand and message recall.
55. Distribute long form content (+0:30min) – the content is the destination!
56. Own distribution & reporting technology – accountability and transparency!
57. Market leading analytics platform – accountability and transparency!
58. Post view engagement – view after options, social sharing, comments
59. Build buzz and earn free mediagoviral player With tools for social sharing & commenting goviral publisher network 1000 websites in the long tail Client Videos
60. Content USP’s Content Pre-Roll Overlay Banner Format Push Push Pull Push Activation Click Autoplay Autoplay Autoplay Duration 30s max 30s+ 30s max 15s max
65. Renault MeganeExperiment Planned and launched in conjunction with TV schedule and SEO campaign TV Online video SEO August September October *Source: Renault Megane Challenge – august/october 2010
73. The opportunity From drive to site to content distribution FROM DRIVE TO SITE… Traditional banner advertising fail to engage the audience and is ineffective as a brand medium …TO CONTENT DISTRIBUTION Distributing audiovisual content to where users already spend their time on the internet increases engagement and build brands
74. The shift in commercial model TRADITIONAL ONLINE MODEL BRANDED CONTENT MODEL Content activation Online Display activation - Banners/CPM - Activate as ads - Drive to campaign site - Content/Cost per view - Activate as content - Take content to the user Rather than distributing video on a traditional CPM/display basis, Goviral adopt a content activation model – delivering a guaranteed number of click to play views upfront. By using video, this model allows you to engage with your audience with a medium that is valued, contextual and relevant, and as a result, not only delivers a deeper level brand awareness, but further strengthens brand favorability and purchase intent.
75. The differentiator We work with video as content Impressions/Display – TV Opportunity to see Rich media/pre rolls Awareness Branded content User initiatedvideoviews Engagement Level of engagement Post View Engagement Watch more videos, rate, comment, share Dialogue Post brand experience Social sharing, loyalty, leads Action Impression based media buying: Activation: As advertising (banner) Buying model: CPM Aim: Take users to landing page goviral content distribution: Activation: As content (video player) Buying model: CPV + Upside Aim: Engage users where they spend their time
76. Length determines view to end 100 View to end (%) 80 Client XX - estimate 50 – 58% 60 40 Average: 38.6% 20 0 60’ 15’ 20’ Time (sec) 120’ 30’ 90’ 58’ Average length There is a clear relation between the length of a video and its view to end rate
77. Coordinating Campaign Launch Online video activation should coincide with other media channels Daily Views Peak (Week 1) End of Promotion (Week 4) All related media should preferably be live in various channels at this point. After the promotion is completed the video content is active in many environments across the internet . These placements stay “out there” and will continue to support the launch in the months after the campaign has terminated Plan the video campaign, so the traffic peaks after the first week. Other Media Channels Online Video Channels Launch End of activation +3 months
79. Social Branding Social media engagement often depends on brand advertising first Source: DDB Worldwide and Opionionway Research, “Facebook and Brands” , Oct 11, 2010
80. Where to start a campaign The mid and long tail still dominates video viewing (74% of all video views), these sites also represent more interesting vertical and editorial opportunities.
81. Video in social media environments During the past 12 months video viewing on Facebook grew more than 239%
82. The difference is relevance Click through rate for average Display banner 0.13% Source: Association of online publishers 2009 Click through rate for average Facebook wall post 6.49% Source: Virtue, August 2009
83. Sample Facebook groups Where our video would sit on Facebook group Facebook groups Secret Cinema (73,556 Facebook likes) http://www.facebook.com/pages/Secret-Cinema/46896241052 /Film (35,770 Facebook likes) http://www.facebook.com/pages/Film/183439626150 Escape to the Movies (3,777 Facebook Likes) http://www.facebook.com/pages/Escape-to-the-Movies/374853431247 Typical Facebook ad space
85. End screens Maximize engagement of additional content after the video has played Recommend up to 12 further pieces of video content to your consumers, all instantly managed through goviral’s Play After console Cultivate and broadcast the social actions by harnessing goviral’s in player comments and ratings module, comprehensively reported on in goviral Analytics Johnnie Walker, Walk with Giants Multiple video example Link: http://5x5m.com/lp/10247/lewis_hamilton_fr.html
124. How publishers post campaigns Publishers are informedid when a new relevant campaign is live. Content is posted where it has the greatest chance of generating interest from users The campaign page contains re-sizeable video player for embedding, images as well as localized title, description, tags and related links/PR materials in order to make it easy for journalists and bloggers to build editorial content.
133. Old Spice is now the #1 body wash brand for men*Source: Old Spice Social Campaign Case Study by Wieden Kennedy
134. Old Spice Man Summary Why the campaign of 2010 ticks all the boxes… 1 2 3 4 Great fit with audience as well as plenty of engaging and funny content Easy interaction meant users could find more content and participate actively Well planned and executed social distribution using twitter, Facebook, youtube, redditt and digg All video players optimized for social sharing
137. goviral have developed a simple content scorecard that help brands evaluate content potential upfront, improve quality and benchmark campaigns. Content score card
138. Branded content Video advertising How content assesmenthelps: Becausegoviral have novestedinterest in content production, wecanact as an independant adviser – using the pre-evaluation of content to improve quality, determine the suitable distribution approach and establish benchmarkKPI’sfor the activity. The score shoulddeterminethe approach
140. campaign– main KPI’s Based on the assumed quality of the content and the distribution approach, GV aim to achieve the following KPI’s for the campaign. *Overperformance & engagement is based on the current info on the content **Based on the assumption that the film will be max 60 sec.
141. CAMPAIGN ECO SYSTEM OWNED MEDIA PAID MEDIA Engage with more content, and review the actual product on the Nike & Facebook pages and. ORGANIC MEDIA Distributed content engages users in the environments where they are looking for interesting, entertaining, relevant and engaging content. The player offers several post-viewing opportunities, which spill over in to organic and owned media Rate, comment, like and share content
142. Contact: Lance Traoré Account Director Sweden Lance.Traore@goviral.com +46 08 07 80 07 96
Notes de l'éditeur
It would be great if we could measure rise in brand perception, awareness etc. but often we have to realize that we have to rely on the data avaliable to us. Luckily many of the users actions say a lot about their engagement…
The first graph shows total online video views more than doubled from 14.8 billion in Jan '09 to 33.2 billion in Dec '09. The historical growth is even more impressive. Just two years ago, in Dec '07, comScore reported 10 billion video views, and in 2005 only 3,4Bil. 124% growth year on year in amount of online video streams from 2007-2009 (US)As well, those viewers spent a lot more time watching online video. In Dec '09 comScore said that the average online viewer watched 762.6 minutes or 12.7 hours, more than double the 356 minutes viewed on average in Jan '09. Here's the really incredible stat: back in Jan '07, comScore pegged this number at just 151 minutes or about 2 1/2 hours, meaning average viewing time has more than quintupled in the last 3 years.
