#Cmarketing
A Short Guide To Creating,
Predicting And Amplifying Social
Videos That Will Boost Your Return
On Marketing In...
#Cmarketing 2
The
“C generation”
leads the surge
in content
In the last decade, broadcast TV viewership slumped an astoni-...
#Cmarketing 2
The
“C generation”
leads the surge
in content
In the last decade, broadcast TV viewership slumped an astoni-...
#Cmarketing 2
The
“C generation”
leads the surge
in content
In the last decade, broadcast TV viewership slumped an astoni-...
#Cmarketing 2
The
“C generation”
leads the surge
in content
In the last decade, broadcast TV viewership slumped an astoni-...
#Cmarketing 2
The
“C generation”
leads the surge
in content
In the last decade, broadcast TV viewership slumped an astoni-...
#Cmarketing 2
The
“C generation”
leads the surge
in content
In the last decade, broadcast TV viewership slumped an astoni-...
#Cmarketing 2
The
“C generation”
leads the surge
in content
In the last decade, broadcast TV viewership slumped an astoni-...
#Cmarketing 2
The
“C generation”
leads the surge
in content
In the last decade, broadcast TV viewership slumped an astoni-...
#Cmarketing 2
The
“C generation”
leads the surge
in content
In the last decade, broadcast TV viewership slumped an astoni-...
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The Big C - A Short Guide To Creating, Predicting and Amplifying Social Videos

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Over 4 billion hours of video are watched every month on YouTube. Over 700 videos are shared on Twitter every minuteI. 6 seconds video platform Vine is now the most downloaded app in iTunes… Video content drives communities, commerce and increasingly CMO’s agenda. But can brands and their agencies, who have been making ads for over 60 years, succeed in creating engaging, shareable online content that doesn’t look like a regurgitated commercial yet delivers any kind of marketing value? This short paper, written in a unique collaborative spirit with contributions from Coca-Cola, Energizer, Asatsu-DK, eYeka, Unruly and ThisMoment offers an introduction to creating, predicting and amplifying social videos that work for consumers AND for brands.

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The Big C - A Short Guide To Creating, Predicting and Amplifying Social Videos

  1. 1. #Cmarketing A Short Guide To Creating, Predicting And Amplifying Social Videos That Will Boost Your Return On Marketing Investment. Over 4 billion hours of video are watched every month on YouTube. Over 700 videos are shared on Twitter every minuteI . 6 seconds video platform Vine is now the most downloaded app in iTunesII … Video content drives communities, commerce and increasingly CMO’s agenda. But can brands and their agencies, who have been making ads for over 60 years succeed in creating engaging, shareable online content that doesn’t look like a regurgitated commercial yet delivers any kind of marketing value? This short paper, written in a unique colla- borative spirit with contributions from Coca-Cola, Energizer, Asatsu-DK, eYeka, Unruly and ThisMoment offers an introduction to creating, predicting and am- plifying social videos that work for consumers AND for brands. THE BIG
  2. 2. #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their ta- bletsVI or user-generated content on their smartphonesVII . Genera- tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, ma- gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX . #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consump- tion lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» stands for Creation, Curation, Connection and Communities. It is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their tabletsVI or user-generated content on their smartphonesVII . Gene- ration C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, magazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX .
  3. 3. #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their ta- bletsVI or user-generated content on their smartphonesVII . Genera- tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, ma- gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX . #Cmarketing 3 Content is driving the great ad $ e-migration Despite the 50% slump in broadcast TV viewership, ad revenues have remained resilient. That means that advertisers are paying more of the same but for less in return. Marketers are starting to notice and traditional ad budgets are shrinking. By February 2013, the expected size of that decline over the next 12 months reached 2.7%XI . On the contrary, 2012 was a very big year for online video advertising with spending rising 27%XII . The perception of online video among advertisers continues to im- prove too, with 64% of advertisers ranking online video spots as effective as TV adsXIII . Online videos are even more effective when they are shared. The 2012 Unruly Social Ad Effectiveness study showed that brand recall and brand association rose 7% among viewers who had been recommended a video versus viewers who found it by browsing. Enjoyment of the video rose by 14% among viewers who had viewed following a recommendation; and this in turn in- creased purchase intent by 97% and brand association by 139%. The future looks decidedly bright for online videos with 54% of marketers planning to do more of itXIV .
  4. 4. #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their ta- bletsVI or user-generated content on their smartphonesVII . Genera- tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, ma- gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX . #Cmarketing 4 Your brand must become content driven to thrive While consumers are creating and populating Youtube with a staggering 100 hours of video every minute, most leading brands are still experimenting cautiously with producing content. Co- ca-Cola is a notable exception. Coca-Cola’s foray into online broadcasting started in Latin Ame- rica with Coca-Cola.TV, an online TV channel. In the words of Ernesto Almada, Interactive Marketing Manager for The Co- ca-Cola Company and one of the architects of Coca-Cola.TV: “Coca-Cola.TV plays a key role in engaging with a more «connec- ted» audience, by pushing messages in a more dynamic way through content and entertainment options -that are still linked to our traditional investments- by way of our audiences’ key passion points.” It is no surprise that such initiatives originated at Coca-Cola. The company allocates 20% of its marketing budget to develop in- novative content and ideas and an extra 10% to really push the boundaries. In fact the company is transforming from being ad- vertising-driven to being content-driven, consolidating its strength as a powerful storyteller through high quality original programmi- ng. Ashley Brown, Director for digital communications and social media commented in a New York Times articleXV that his team «has been re-formed in the last year to look more like an editorial team at a long-lead magazine… with a production schedule and an editorial calendar.”XVI Coca-Cola.TV
  5. 5. #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their ta- bletsVI or user-generated content on their smartphonesVII . Genera- tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, ma- gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX . #Cmarketing 5 Crowdsourcing content boosts ROI When consumers themselves produce content, this approach is paying off even more. An earlier co-creation project calling on the eYeka community of creators to «illustrate Coca-Cola as an energizing refreshment, in their own style» generated worldwide buzz with over 6 million online mentions. Several pieces of user- created content even achieved top 10% of all-time best ads in sample markets through the Millward Brown Link™ score test. Internally, Coca-Cola saw a 100% adoption of the creative ma- terials across markets compared to an average of 47% and the whole project had cost saving efficiencies of 92% against ave- rage agency fees and production costs. In Japan, Coke Burn invited creative individuals via co-creation platform eYeka and agency Asatsu-DK to «Show us what crea- tive energy can do!» in the form of a video or a poster. This re- sulted in 135 diverse, authentique and qualitative videos over a 5 weeks period. Seeded on Coke Burn’s website, YouTube & Face- book pages. The best work was seeded on Coke Burn’s web- site and Facebook page. What is the result of such initiatives? It goes beyond sales. According to Ernesto Almada it is about “how people become more engaged with our brand across different channels and the love for Coca-Cola grows accordingly as we continue to innovate and offer unique experiences to our consu- mers and most loyal fans.” “Power-Up”, created by ProtonSanon, eYeka for Coca-Cola
  6. 6. #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their ta- bletsVI or user-generated content on their smartphonesVII . Genera- tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, ma- gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX . #Cmarketing 6 You need a collaborative, creative content eco-system While many agencies feel compelled to update their offer by ad- ding “content marketing” to their credential documents, few are going as far as Japanese agency ASATSU-DK (ADK). The agen- cy has a long tradition of being involved in the content business through its investments and activities in the Japanese anime and publishing industry. In other words, it deeply understands content. Upon realizing how the changing relationship between consumers and brands would shake the foundation of the advertising industry, ADK decided to build a new business mo- del to complement its own. ADK is developing its own content eco-system by partnering with leading startups in the field such as co-creation community eYeka. Masaya Haraguchi, Department Director at Co-creation Room, ADK, advises brands to behave like “publishers,” using best prac- tices from the industry to build long-lasting communities around interest and editorial lines. ADK is reviewing its well-established traditional media planning, budgeting and measurement models to help clients embrace such change. While the agency keeps stewardship of its clients’ marketing and media strategy, it relies more on communities of consumers to produce fresh, innovative content and on technology platforms, content distributors and specialized viral agencies to amplify it. Brands are getting in the game too and are building strategic partnerships to create such collaborative, creative eco-systems. Examples of creative content ecosystem: • Procter&Gamble + eYeka + Thismoment + Unruly • Unilever + Unruly + eYeka • Coca-Cola + ThisMoment • ADK + eYeka “Burn”, created by Goldfinch, eYeka for Coca-Cola
  7. 7. #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their ta- bletsVI or user-generated content on their smartphonesVII . Genera- tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, ma- gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX . #Cmarketing 7 Six steps to successful content creation and amplification 01. Don’t plan for a “viral” campaign Stop chasing the next viral hit! According to David Waterhouse, Global Head of Content and PR at video technology company Unruly, “trying to chase the next viral sensation is the strategic equivalent of sticking your hand in a haystack and hoping to find a needle”. Instead, marke- ters shall focus on defining their KPIs to measure their ROMI. Unruly has worked closely with the IAB to isolate the 4 main KPIs which can be delivered by social video, ACTION, ADVOCACY, AWARENESS, ATTEN- TION. It is important to stick to one core KPI to amplify social content, repeatedly, at scale and with a consistent experience across all touch points, from social media to websites to mobile devices. 02. Do it WITH consumers Consider making consumers the star of the show or better; get them to produce your content. 72 of the world’s biggest brands are already co-creating content with consumersXVII . One such brand is Schick Quat- tro who recently asked members of the eYeka community, the global mar- ket leader in co-creation to produce short-videos illustrating the benefit of titanium in daily life. These user-generated-videos ran alongside spon- sored video-content from one of the most popular Anime franchises in an online campaign on Google TrueView in Japan. eYeka’s crowdsourced videos helped the cost to conversion to drop by 54% vs. historical efforts. They also achieved the highest View-Through-Rate, 21% for co-created videos v. 17.1% for sponsored videos, proving that crowdsourcing content is not only about cost-efficiency, but about creating content that truly re- sonates with the target audience. Geoffrey Pickens, Asia Pacific Director, Men’s & Shave Prep for Energizer Asia Pacific stresses that “to create impactful UGC marketers must get their mindset out of the 1990s TV ad brief to embracing a broader objective that does not necessarily include your category or product as the sole focal point.” A word of caution though, not all consumers display creative acumen or artistic sensibility. Alexandre Olmedo, Co-Founder of eYeka, recom- mends working with the 1% of content creators whenever fresh ideas and quality of creative execution matters. In his views: “Crowdsourcing your content needs with the most creative of consumers will significantly acce- lerate your ability to produce a large amount of authentic, quality content to feed your social media channels, while keeping costs in check”. “Schick Moment”, created by Usyaev, eYeka for Schick Quattro
  8. 8. #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their ta- bletsVI or user-generated content on their smartphonesVII . Genera- tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, ma- gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX . #Cmarketing 8 Six steps to successful content creation and amplification 03. Aim for a strong emotional reaction As a general rule, if your content is to have a chance of social success, it should be arresting enough to elicit a strong physical reaction from the viewer. Unruly’s ShareRank, a predictive tool for shareability found that a target audience’s emotional response to a video and the social motivations a viewer has behind sharing it are the highest predictor of success. Online videos which elicit powerful, positive emotions, such as hilarity or exhilaration, are shared 30% more often others. And they are remembered 3 times more.XVII 04. Seed! Don’t wait for people to discover it There is no secret sauce to “virality”. Without good distribution, even good content will struggle to make a mark. Social video seeding uses paid distribution to ensure that content is visible and easily shareable on native content environments, where people are already discovering, watching and sharing video content. This means the right content can find its target audience in environments where viewers are more en- gaged. You can boost viewership with the support of an overall media campaign to get maximum awareness. A good example is P&G’s “Thank You Mom” Olympics campaign. P&G worked with leading marketing software provider, Thismoment, to create a social brand experience that allowed users to interact with their content and other fans across multiple social channels and global markets; acquiring millions of views. Any views delivered as a result of sharing activity that is not paid for are defined as ‘earned media’. This allows marketers to increase bottom line engagement and the ROI of their content marketing initiatives. Example of brands co-creating content with consumers • Coca-Cola invited consu- mers to “show us the last time when you did something for the first time, inspired by Coca-Cola.” • Schick Quattro asked consumers to create an en- gaging, masculine, humorous or emotional moment when Titanium can give you an unexpected edge by transfor- ming an object in your life into a stronger and more durable “Titanium” version. • Samsung challenged consumers to show how great it is to enjoy and share music anytime and anywhere thanks to Samsung’s wireless Blue- tooth Speakers. • Toyota engaged consumers to create a powerful, engaging story that brings to life the strong feelings and emotional connection between a Toyota and its owner(s). • The Japan Tourism Agency reached out to consumers to create an original and enga- ging story that shows the sur- prising discoveries a traveller could encounter in Japan.
  9. 9. #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their ta- bletsVI or user-generated content on their smartphonesVII . Genera- tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, ma- gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX . #Cmarketing 9 Six steps to successful content creation and amplification 05. Create a consistent and shareable experience According to Kitt McCurdy, Director of Account Management at This- moment, creating a highly interactive experience around the content you create immerses the user even more into your brand. Ensuring your experience is optimized for audiences across all the social channels (e.g. YouTube or Facebook) and devices (desktop, mobile, tablet) is cri- tical to further increasing reach and time spent on site. Finally, making it easy for users to amplify your content should be a key part of the overall strategy. Allow users to be part of the conversation about your brand, harbor advocacy by allowing users to submit their own content, provi- de tools for sharing and use URL shorteners e.g. bit.ly to create Twit- ter-friendly links. The whole point of social video is to create a piece of content that goes beyond the creator’s control. In David Waterhouse’s words: “When your video starts to get mashed-up, don’t regard it as a mutilation, but as a sign that your one-hit-wonder is turning into so- mething more: an Internet meme!” 06. Get your timing right Timing is everything. At the conception stage, tuning into the zeitgeist and capturing the mood of a nation, a generation or a target audience will provide a solid foundation for viral activation. At the dissemination stage, you’ll need to be in the right places at the right time in order to capitalize on the social potential of your clip. You’ll need lots of views to happen fast after upload if you want to make most viewed of the day or week on YouTube or other distribution plat- forms. Likewise, you’ll need bloggers, micro-bloggers, and activists on aggregator sites to be blogging, tweeting, and digging your video within a short space of time if you want it to go big. That’s because, accor- ding to Unruly “a quarter of the average online branded video’s shares happens in the first three days of its launch”. The viral peak of a brand’s video campaign occurs on the second day, when the average online ad will attract one in 10 of its total shares across the social web. These shares result in additional views that are defined as ‘earned media’. It allows marketers to increase bottom line engagement and the ROI of their content marketing initiatives. Common Pitfalls • Don’t obsess with “viral”. Plan for producing great content, regularly. • Don’t expect all consumers to be creative geniuses. En- gage with the most talented to get quality work. • Don’t constrain your crea- tivity with overbearing brand guide lines. Get out of your comfort zone to produce content that consumers will actually want to watch and share. • Don’t assume that your video will go viral on its own merit. Help consumers disco- ver it with seed media spend. • Don’t let long production and bureaucratic approval processes get in the way. To capture the mood of the mo- ment, you need to be quick, agile and responsive.
  10. 10. #Cmarketing 2 The “C generation” leads the surge in content In the last decade, broadcast TV viewership slumped an astoni- shing 50%III . That is especially true for the youngest, most coveted demographics. This audience is now onlineIV and often watching content on a mobile deviceV . Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of cultural products, news and advertising, a booming segment of our society wants to take a more active role in shaping the mediasphere. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their ta- bletsVI or user-generated content on their smartphonesVII . Genera- tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII . Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, ma- gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX . Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX . #Cmarketing 10 Author Contributors Joël Céré, Insights Innovation Director, eYeka eYeka is the World’s biggest creative playground. We help brands and their agencies accelerate their marketing and media ROI by leveraging more relevant ideas and content from an online community of over 250,000 very creative individuals, active in over 150 countries. Ernesto Almada, Interactive Marketing Manager, The Coca-Cola Company The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Geoffrey Pickens, Asia Pacific Area Segment Director, Men’s Shave Prep, Energizer Asia Pacific, Inc. Energizer Holdings, Inc (NYSE: ENR) is a consumer goods company operating globally in the broad categories of personal care and household products. Alexandre Olmedo, Co-Founder, eYeka eYeka is the World’s biggest creative playground. We help brands and their agencies accelerate their marketing and media ROI by leveraging more relevant ideas and content from an online community of over 250,000 very creative individuals, active in over 150 countries. Masaya Haraguchi, Department Director at Co-creation Room, Asatsu-DK Asatsu-DK is the 3rd largest media and communication group in Japan, with offices spanning over 40 countries. David Waterhouse, Global Head of Content and PR, Unruly Unruly is a video technology company that works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. Kitt McCurdy, Director of Account Management, Thismoment ThisMoment is the leading system for creating and delivering content-rich, social brand experiences. I II III IV V VI VII VIII IX X XI XII XIII XIV XV XVI XVII Source: Youtube statistics Source: The Next Web, April 9th 2013 Source: Morgan stanley, nielsen ratings data Source: Comscore UK 2011. «In the UK, 81% of Internet users watch online videos». Source: sundaysky.com quoted by Yahoo.com. «Video is a major attraction on mobile devices: 50% of tablet users and 20% of smartphone users watch video content». Source: Techcrunch: “For- rester notes that long-for- mat, ad-supported video watching is growing at a rate of 32%, compared to 18% for short form”. Source: eMarketer Source: Youtube statistics Source: Nielsen, global trust in advertizing and brand message, April 2012 Source: Nielsen, global trust in advertizing and brand message, April 2012 Source: Ad spending CMO survey Source: Adap.tv Source: Brightroll Source: eMarketer Source: NY Times Source: Unruly Source: Crowdsourcing by World’s Best Global Brands timeline, as of May 2013

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