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How to take the decision to make commercial webfilms ?

How to take the decision to make commercial webfilms ?



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    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
      • MAKE SHORT
    • 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
      • TAKE RISKS
    • 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
      • GET PRESS
    • 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)