Download - Social Video Advertising iStrategy2011
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Andrea FebbraioAndrea Febbraio
Co-founderCo-founder
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SOCIAL VIDEO SOCIAL VIDEO ADVERTISINGADVERTISING
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27/04/09
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FEW FIGURESFEW FIGURES
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IT IS NOT IT IS NOT
JUST ABOUT JUST ABOUT VIEWSVIEWS
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MINE IS MINE IS BIGGERBIGGER
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THE POWER OF THE POWER OF ENGAGEMENTENGAGEMENT
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6M VIEWS 6M VIEWS
90.000 SHARES90.000 SHARES
13.244 LIKES13.244 LIKES
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HOW DOES IT HOW DOES IT WORKS?WORKS?
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#1 Rule: Be Ethic
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#2 Rule: never trust buzz legends
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DATI NIELSEN
CONTENT IS THE KING (?)
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DISTRIBUTION IS THE QUEEN!!
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SIMPLY UPLOAD IT ON
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95% OF VIDEOS -> LESS THAN 500 VIEWS
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YOU DO NOT YOU DO NOT NEED TO BE A NEED TO BE A
JEDIJEDI
YOU DO NOT YOU DO NOT NEED TO BE A NEED TO BE A
JEDIJEDI
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TIPPING POINTTIPPING POINTTIPPING POINTTIPPING POINT
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FIRST 48H OF LIFE CRITICAL
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100.000 SEEDED VIEWS (GUARANTEE)100.000 SEEDED VIEWS (GUARANTEE)
5.743.717 VIEWS ACHIEVED!5.743.717 VIEWS ACHIEVED!
Second Wave
First Wave
First Wave: All the seeded views (paid) were concentrated in the first 48h in order to brake the 80K/100K limit making the video reaching tipping point going viral.
Second Wave: after the first critical 48/h the video won several “Honours” automatically ignited the YouTube viral blast. The video got promoted on HP of YouTube becoming viral…first 1M views reached in 3 days.
OUR SEEDING STRATEGY
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31
Executive Summery - Video YouTube Awards
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YOUR VIDEO NEEDS “HONOURS”
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GLOBAL DISTRIBUTION PLATFORM
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REAL TIME TRACKING
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WHY BLOGGERS / SOCIAL PUBLISHERS ?
VIEWS GUARANTEED!!
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THE SUGAR.THE SUGAR.
FB IN GAMES FB IN GAMES VIEWSVIEWS
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Not this guy
Average social gamer :
43 year old woman
Popcap / Information Solutions Group 2010 Social Gaming Research
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Target based on Precise User Data
Ultra-fine targeting abilities (leveraging FB data – age, gender,
location)
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Opt-in Model
Users Opt-in to watch the video, not forced like pre-roll
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High Quality Placement (not within offerwalls)
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Some social games are BIGGER than TV
http://mashable.com/2010/12/05/social-games-advertising/
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Opt-in Model
3x Higher Share Rate vs. traditional integration
TubeMogul Report
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HOW DO YOU INCREASE SHARES?
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http://socialtimes.com/a-complete-look-at-how-social-games-increase-brand-awareness-by-up-to-550_b42094
Up to 550% lift in Brand Awareness ! It WORKS !
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BUT…BUT…
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