"Content is King and Distribution is Queen" - Ebuzzing and Teads, Pierre Chappaz

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  • Affectiva study : looking at the link between emotional response and number of views based on top 40 most viewed Youtube videos in 2013. The number of views are YT counts only and don’t necessarily reflect the total number of views globally and all other websites.

    Baby&me
    Emotional response rank : 3rd position
    Number of views: 1st position with 70 million YT views (160 million total views globally)
  • Emotional response: 1st position
    Number of views: 2nd position but far behind Evian
  • Although the top 5 ads had high levels of emotional engagement, it shows very clearly that Baby & Me has nearly twice of many views as the next, most popular video ‘Devil Baby Attack’ which was only distributed through YouTube.

    Therefore, the key to virality success remains with a strong distribution strategy getting your content in front of the right audiences.

    In this case, Evian’s strategy was…..
  • A video format with allow to achieve two main objectives :

    BRANDING
    Full screen experience with HD video which ends up to the website.

    TRAFFIC GENERATION
    The site opens up at the end of the video within the format itself.


  • Ad AS content : Strong social media distribution will create a snowball effect  Advocacy, conversations, shares, likes

    Ad IN content: Distribution strategy at the heart of media content to complement editorial  creating engaging innovative advertising experience

  • "Content is King and Distribution is Queen" - Ebuzzing and Teads, Pierre Chappaz

    1. 1. Content is King, Distribution is Queen PIERRE CHAPPAZ, CHAIRMAN & GROUP CEO
    2. 2. BRANDS FACE HIGH CHALLENGES FOR ATTENTION AND VISIBILITY
    3. 3. 2 STRATEGIES FOR BRANDS OR
    4. 4. CAMPAIGN BACKGROUND THE ULTIMATE SLEEP - IBIS Agency: BETC Production: VICE France Product: Sweet Bed by IbisTM Tagline: Now the best place to sleep is everywhere Format: Interactive web documentary Scenario: A passionate adventurer is sleeping in a place where nobody has been willing to sleep before thanks to the Sweet Bed. Objective: Generate traffic to the interactive website www.ibis- expedition.com that hosts the video
    5. 5. WITH TRAFFIC BOOSTER OUR ANSWER: inSocial A video format distributed into social publishers which allows the brand to achieve two main objectives: BRANDING Full screen experience with HD video which directs users to the website. TRAFFIC GENERATION The site opens up at the end of the video within the format itself.
    6. 6. INTEGRATE IBS TEASER VIDEO HERE
    7. 7. More than 7 000 shares on social networks and 96 000 Facebook users exposed CAMPAIGN DETAILS KPIs Close to 760 000 views delivered in full view and full screen, including 23% of free media views More than 465 000 visits on the website ibis-expedition Average time spent on the website was 6 mins 30 Close to 9 000 redirections to the website ibis.com, the sweet bed and Ibis Facebook page More than 100 articles written by influential publishers among top blogs like Presse-Citron, Llllitl or La Réclame in 7 different countries
    8. 8. VIDEO EMOTIONAL ANALYSIS EVIAN – BABY & ME Ad: Evian Baby & Me Average of All Participants Good Hook Good Middle Good End✓ ✓ ✓ Moment-by-moment emotion engagement EXPRESSIVENESS Duration: 76 sec Ranking: 3/21 Views: 70M (160 million total views globally) AFFDEX SCORE: 92
    9. 9. Average of All Participants Good Hook Good Middle Good End✓ ✓ ✓ Moment-by-moment emotion engagement EXPRESSIVENESS VIDEO EMOTIONAL ANALYSIS TWENTIETH CENTURY FOX – DEVIL BABY ATTACK Ad: Devil Baby Attack Duration: 109 sec Ranking: 1/21 Views: 42M AFFDEX SCORE: 94
    10. 10. Source: Affectiva – February 2014 CONTENT IS KING, DISTRIBUTION IS QUEEN
    11. 11. AD IN CONTENT View-To-Play
    12. 12. BREITLING Campaign runs across 23 countries (FR/ BE/ NL/ LU/ UK/ DE/ CH/ ES/ IT/ PT/ TK/ MOROCCO/ ALGERIA/ US/ BR/ UAE/ ZA/ JP/ SG/ INDIA/ JP/ AU/ NZ) Teads Elite Club Campaign Only the top 5 most respected News/ Business publishers in each country More than 8 Million Views (30 sec guaranteed) to deliver 15th MAY TO 10th JUNE 2014
    13. 13. CONTENT IS KING, DISTRIBUTION IS QUEEN
    14. 14. INNOVATIVE VIDEO ADVERTISING AT SCALE

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