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) FRAGMENTATION OF AUDIENCE Less TV watchers But increasing costs in TV ads TV competitors : media centers (Apple TV), consoles (Xbox 360), TiVo, Internet (Joost, YouTube)

More channels (satellite, broadband TV, cable, digital TV)

FRAGMENTATION OF AUDIENCE

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)

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

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)

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

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

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

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

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

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

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

“ 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

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 CREATIVITY

“ 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

CREATIVITY

Characteristics of webfilms No brand promise No product demo Rupture with traditional communication Different use of the product sometimes TAKE RISKS

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

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

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 ?”

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

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

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

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 HAVE A GOOD IDEA “ Nobody reads ads. People read what interests them. Sometimes it is an ad.“ (Howard Gossage) ENTERTAIN Don’t forget that a webfilm is still an ad, it’s not just a joke

The success of a video is always uncertain

There’s no magic formula to make a hit

HAVE A GOOD IDEA

“ Nobody reads ads. People read what interests them. Sometimes it is an ad.“ (Howard Gossage)

ENTERTAIN

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

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)

>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)

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)

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

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

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

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”)

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

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)

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)

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)