social video advertising: creative is only half the battle
DESCRIPTION
Presentation on social video advertising and Sharethrough for DIGIDAY: Video Upfront, NYC, April 12th 2011TRANSCRIPT
Social Video Advertising: Creative is only Half the Battle
DIGIDAY: Video Upfront NYC4.12.2011
Dan Greenberg, CEO, Sharethrough
Tweet this!bit.ly/digiSTR
Branded Content is Now King.
Muscle Milk: Sexy Pilgrim
4.5 MM VIEWS
Butterfinger: Big Butterfingers
4.2 MM VIEWSRockhard: Scarface Play
5.4 MM VIEWS
GMC: Dude Perfect Cliff Shot
3.7 MM VIEWS
Earned Media
Users 3x more likely to watch a
shared video than a paid video
Brand Awareness
Over 110% Brand Awareness lift across various
campaigns
Entertainment, not interruption
Not limited to :15 or :30 boxes on
page
Higher Engagement
Shared views are viewed 3x longer than paid views
Sources: Vizu Research Study Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
We Have The Most Videos on AdAge Viral Video Chart... of all time!
“Sexy Pilgrim”
Campaign Goals:
Generate viral traction for Muscle Milk’s “Sexy Pilgrim” video during Thanksgiving week.
• Video covered on WSJ, Speakeasy Blog, Los Angeles Times and CNN.
Performance Details:
3.5 MMVideo Views
75+Website &
Blog Features
89%Video
CompletionRate
Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
The Progression of Branded Social Video
Not Scalable
Not Repeatable
Not Transparent
Social Video Platform
Technology Platform:-Scalable
-Repeatable-Transparent
“Post and Pray”
Peer-to-Peer PR Outreach Strategic Seeding
Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
Sharethrough is the First Social Video Advertising Platform
Measurable Earned Media.
Transparent Distribution.
Real Sharing.
Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
Sharethrough Dashboard
Ad Products
Sharethrough guarantees views and maximizes sharing.
Publisher Network
Your Brand Video
Sharethrough Guarantees Views and Maximizes Sharing
Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
Distribution Outlets
FacebookTwitter
Mobile
Social Bookmarks
Social Gaming
Video Sites
Vertical Sites
Editorial Outreach
Real-Time Reporting Dashboard
Real-time social data and
optimization
Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
“Halo Reach”
Campaign Goals
Create buzz and reclaim the BIGGEST entertainment launch of all time
Over 18K shares through Sharethrough seeding efforts
Performance Details
400+ Twitter Video
Comments
750KVideo Views
82%Video
CompletionRate
Exceeded Video Goal
by
86%
Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
“Brick Thief”
1.7 MMVideo Views
“Trends”
YouTube Honor Listing
#5AdAge Viral Video Chart
Performance Details:
Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
0s
100
75
50
25
010s 20s 30s 40s 50s 60s 70s 80s 90s 100s
Shared Views are the Holy Grail.
Source: Vizu Research Study
Users are
3X more likely to
watch a shared video.
Users watch shared video
3X longer than paid video.
Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
We Get Brand Videos Seen and Shared.
Most video campaigns on the
AdAge Viral Video Chart...
ever!
Generated over300MM
video views for Fortune 500
brands.
80% customer retention;
average order increase of 110%
Dan Greenberg | @MrDAG| [email protected] - Preso link: bit.ly/digiSTR
Thank You!
Dan Greenberg@MrDAG
Tweet this!bit.ly/digiSTR