Upcoming SlideShare
Loading in...5




How to take the decision to make commercial webfilms ?

How to take the decision to make commercial webfilms ?



Total Views
Views on SlideShare
Embed Views



9 Embeds 220

http://pl.think-a-head.org 178
http://cheguerilla.blogspirit.com 12
http://www.pl.think-a-head.org 11
http://www.pro-creation.pl 6
http://kopalnia.pro-creation.pl 5
http://www.kamikaze1.home.pl 3
http://www.netvibes.com 2
http://www.slideshare.net 2
http://www.linkedin.com 1


Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

Webfilms Webfilms Presentation Transcript

  • Trends in webfilms Key success factors in films going viral and hitting success on the Web
  • Death of TV ?
    • More channels (satellite, broadband TV, cable, digital TV)
    • Less TV watchers
    • But increasing costs in TV ads
    • TV competitors : media centers (Apple TV), consoles (Xbox 360), TiVo, Internet (Joost, YouTube)
  • Traditional advertising
    • Old media (Radio, Print, TV, Outdoor)
    • Clutter effect
    • Too much ad, too intrusive
    • Ads are getting more and more unnoticed
    • Digital natives are media experts
    • Loss of trust in the old media
    • Need a new way to talk to the consumer
    • (Microsoft – The Breakup)
  • Internet
    • Reached 50M users in only 5 years (13 years for TV, 30 years for radio)
    • 1 billion web users in 2006
    • 85% projected broadband penetration in 2008
    • Users spending more than 3 hours per month online ( Jupiter Research ), more than press reading
    • Online activities : mail and web search, then music or video
  • Internet
    • It’s consumers preferred medium
    • They like the interactivity of the medium and they are able to read other’s opinions
    • Internet has become a help for the purchase decision
    • Ads on Internet are more accepted, because more user-friendly (permission marketing)
  • Advertisers on Internet
    • They can get campaigns results at once (click rate, number of views …)
    • Create loyalty as it enables to get closer to the final consumer
    • Advertiser can customize its message according to the consumer and easily target its communication
    • Internet is both a one-to-one media and a one-to-many media
  • How to advertise ?
    • The click rate on a banner dropped from 10% in 2002 to 0.4% in 2006
    • Advertisers need to INNOVATE
    • New promotion techniques : search marketing, keywords, affiliation
  • New consumer
    • Time - Person of the Year 2006
    • MySpace – 100 M members
    • More than 72 M blogs in the world ( Technorati )
    • Consumers want to share their opinion and what they like, make new “friends” and create content
    • Consumers are now empowered
  • YouTube
    • Website created in 2005
    • 2nd most visited site in the world after Yahoo
    • Content : music videos, trailers, TV extracts, series, movies, interviews, sport, ads, concerts, parodies, short films
    • Mostly user-made videos or unauthorized footage
    • 100 M videos viewed by day ( ComScore )
    • A video has only 4 views in average
    • A visitor stays 7 minutes on average on the site
  • UGC (user-generated content)
    • Buzz can be created around UGC videos and become really viral :
    • Mentos + Diet Coke
    • Free Hugs
    • LonelyGirl15
    • Revver is a video sharing website that hosts user-generated content. Revver attaches advertising to user-submitted video clips and shares all ad revenue 50/50 with the creators
    • Current TV is a US TV network where 30% of the content is user-made. People are also able to make their own VCAM (viewer created ad messages) for real advertisers that will be aired on the network
    • Consumers are now even making commercials for advertisers
  • Ads and UGC
    • Four advertisers (NFL, Doritos, Chevrolet, Alka-Seltzer) made UGC contests for the SuperBowl 2007 and aired consumer-made commercials during the TV breaks
    • Mastercard has set up a contest Priceless.com opened to everyone to submit their pick of what is priceless to them
    • The magazine Ad Age named “The Consumer” Agency of the Year in 2006
  • Viral marketing
    • “ Word of mouth” was created by Dichter in 1966
    • It’s a pyramidal transmission as each person sends a content he liked to 8 other people and so on
    • “ Marketing viral” was created by Draper in 1997 to describe Hotmail which reached 12M users in only 12 months thanks to a hyperlink on each email
    • The virality is enhanced as the receiver trusts the sender
    • “ Buzz marketing” was created by Rosen in 2000
  • Webfilms
    • One of the first major tentative of webfilms was BMW with The Hire in 2001 which won the Cyber Lion Grand Prix at Cannes Festival
    • Videos gone viral :
    • Dove - Evolution
    • Bud – Wassup
    • Polo – Terrorist (ghost)
    • Ford Ka - Bird & Cat (ghosts)
    • John West Salmon – Bear
    • Nokia – Cat
  • How to be viral ?
    • “ Be extremely shocking, funny or targeted” (Mark Cridge, CEO Glue London)
    • 2006 was the year zero of webfilms and it has become a real trend for advertisers
    • Advertisers tried to be fun, dynamic, cool or quirky
    • Viral videos where superproductions or “amateur-like” videos
    • Viral videos length from 15s to 120s and contained humor
  • Characteristics of webfilms
    • No brand promise
    • No product demo
    • Rupture with traditional communication
    • Different use of the product sometimes
  • Why make webfilms ?
    • No limit for length of the video
    • Freedom of creation (no control)
    • Quality of the audience
    • Price (no space buying)
    • Target
  • Drawbacks
    • Visibility (smaller audience)
    • It can be long for a video to emerge
    • Possible gap with normal communication
    • The message can be busted
    • Internet is seen as “not serious”
    • Spam
    • Difficulty to track viewers and define their identity
    • Contrary to TVC, you can’t force people to watch a webfilm
  • Can all advertisers use webfilms ?
    • Webfilms work better for products requiring a great involvement as they try to provoke emotion
    • Not really suitable for low involvement or fcmg
    • Webfilms are usually transmitted to an homogeneous audience
    • Most suited for advertisers in the IT, leisure industry (disc, video games, cinema) or car makers
    • The good question is “For what target is it better to use webfilms ?” rather than “For what industry is it better it to use webfilms ?”
  • Are webfilms really effective ?
    • MillardBrown : 77% ad memory on Internet vs 18% on TV
    • Less distraction
    • Voluntary screening
    • More creative
    • Web videos are better accepted than pop-ups or banners
    • Webfilms are mostly used to build brands rather than to sell products
  • How to put it on the web ?
    • Event site
    • Blog of the company
    • Embed on the company’s website
    • Post it on YouTube
    • No space buying
  • If Big Budget
    • AdSense campaign, banners, mailing
    • Some agencies are specialized in spreading webfilms on the web - Viral Buzz Marketing Association
    • What does a buzz agency ?
    • Seed the video, target influential people, day-to-day analysis, feedback, adjust campaign, final report
    • Agencies make one-to-one marketing, handle the PR and try to avoid bad buzz
  • Will my webfilm go viral ?
    • The success of a video is always uncertain
    • There’s no magic formula to make a hit
    • “ Nobody reads ads. People read what interests them. Sometimes it is an ad.“ (Howard Gossage)
    • Don’t forget that a webfilm is still an ad, it’s not just a joke
  • Should I go undercover ?
    • Some advertisers choose not to make their brand name appear in their videos :
    • Domino’s Pizza – Spoiled Rich Girl
    • Smirnoff - Tea Partay
    • The problem is that it can create deception from the viewers and lead to bad buzz
    • On an other hand, come advertisers create fake videos and broadcast them as they were true in order to create an interrogation among viewers
    • Ecko – Air Force One
    • Nike – Ronaldinho
    • Quiksilver – Dynamite Surfing
    • Rayban – Never Hide
  • How can I evaluate the success of my video ?
    • >100,000 views – great
    • >1,000,000 views – phenomenal
    • Far less hits than for a normal TV screening
    • Advertiser need to conduct studies (satisfaction, purchase intention)
    • It is more important to have reactions on the video on a long period
    • Webfilms are really hard to memorize
    • Web users only remember the most recent videos
    • The solution can be to make regular ads (Axe, Bud, Coca-Cola)
  • Tracking
    • A tag can be attached to the video to get the numbers of views
    • Some websites monitor the web to track the most viral videos :
    • Internet Viral Chart (for ads only)
    • Viral Video Chart (for all videos)
  • Types of webfilms
    • Some advertisers create a bunch of several videos at a time (3 in average)
    • Others create a series (Mini - Hammer & Coop)
    • Sometimes a webfilms is followed by a sequel and becomes a saga
    • Some advertisers choose to create an entertaining video in which the brand is only a minor actor (product placement)
  • Bud TV
    • Budweiser (Anheuser-Busch) is one of the biggest provider of webfilms
    • Budweiser launched in 2007 Bud TV which is the first attempt to create a web-based video network
    • Bud TV is not only about ads but features new humorous webisodes, sporting events, consumer-generated content, field news reports, celebrity interviews, music downloads and comedian vignettes
    • The brewer's target audience of young male viewers has become more difficult to reach in recent years through traditional television programming
    • "Traditional broadcast TV doesn't target to the male 21- to 34-year-olds; it tends to be a broader demographic and a more female draw," Tony Ponturo, Anheuser-Busch's vice president of global media and sports marketing
  • What is a good webfilm ?
    • Superproduction or Amateur-like
    • Original and with a strong message
    • Works in different cultures, no language barriers (no speech for example)
    • Slightly branded film
    • Doesn’t look like an ad
    • Can be parodied
    • Offer an experience
  • What is a bad webfilm ?
    • Webfilms trying to create a mystery are usually not a good idea :
    • Volvo – Dalaro
    • Some webfilms are just nice videos not linked to the product at all and with just the brand name at the end
  • Recommendations
    • Set websfilms as part of an integrated cross-media campaign
    • Webfilms can be complementary to TV
    • Put a commercial first on Internet is the film is virable in order to create buzz (Happiness Factory, Sony - Balls)
    • Be original, creative, interactive
    • Internet is not TV bin
    • There is no ideal media plan
    • Be cross-platform (Set the video in different formats)
    • Be portable (“embed on your blog”, “send to a friend”)
  • Recommendations
    • Define the objectives first before entering the media
    • Then go on Internet if it’s appropriate
    • Don’t go all viral (BMW) but keep a foot in TV
    • Why not try UGC ?
    • If the webfilms goes viral, advertiser should create a sequel, put the behind-the-scenes online and gather information about the viewers
  • Recommendations
    • Stay coherent in your communication
    • Use Internet for a new product aimed at young people for example
    • Use webfilms for B-to-B purpose too
    • Put it on YouTube with the label “Unseen”, “Banned” or “Censored” to attract viewers
    • Give viewers a brand experience (goodies, advergames)
    • The brands who will win on the Internet will not be those who will tell great stories but those whose consumers will tell the best stories
    • (Matthieu de Lesseux, CEO, Duke Interactive)