Download - Rene Rechtman of GoViral #smo09 London
Using Virals to find new Customers?
The Trends
Megatrends...
•
From consumers to usersFrom ads to content
From broadcasting to narrowcasting
From few broadcasters to thousands of publishers
Online Video Advertising Landscape
Source: Nielsen -The Global Online Media Landscape, April 2009
Video advertising impact of the Internet can lift both brand and message recall significantly.
Source: Universal Mccann, Wave 3 study, March 2008
Video Consumption is the most popular online content activity. Consumers take an active part in sharing and
endorsing good content
Online Video Consumption
2000 2003 2006 2009
* Source: Nielsen -The Global Online Media Landscape, April 2009
Maturing Markets grow in Engagement:
US Online Video Consumption
Global Consumption of Online Video is Exploding
*Source: Nielsen Online, page 1-8. The Global Online Media Landscape, April 2009
How do we work with brand content
The Process
CONTENTCONTENT ACTIVATIONACTIVATION ATTENTIONATTENTION
CREATECREATE TESTTEST PLANPLAN DISTRIBUTEDISTRIBUTE EVALUATEEVALUATE OPTIMIZEOPTIMIZE
CONTENT SCREENINGCONTENT SCREENING NETWORK & PLACEMENTSNETWORK & PLACEMENTS TRACKINGTRACKING
Format Video Applications Game
Content Sticky Relevant Entertaining
Reach Number of Views Number of Actions Number of Plays
Engagement Share Comment Conversation
What is a Good Campaign? Brand Content should deliver an interactive, engaging and measurable brand experience
Exercise
Video
Video
Content Cliché Concept, commercial
Good, sticky, fun Good, entertaining, relevant
Reach 2 million views (300%) 8000 views 20 million+ views
Engagement
Good, lots of sharing, comments
Low Perfect Viral, High Social engagement, lots of sharing, product talk etc
Today 2500 Views Per Day 5 Views Per Day 5,000 Views Per Day
The results of a successful Campaign
Quiksilvers Surfing with Dynamite has been heralded as one of the most successful viral
campaigns ever:
• 20 million video views and 95% of surf site audiences reached
GoViral and Quiksilver won the Advertising Effectiveness Award due to the exceptional results
• For every £1 spent Quicksilver returned:
• £390 in additional sales revenue
• 95% of all surf websites worldwide posted the video within four days of it’s release.
• 20 million people have seen Dynamite Surfing online.
An Award winner
Summary
Conclusion
Use videoCreate good contentInvest in distribution
Combine seeding and pushOptimize and evaluate