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