Rene Rechtman of GoViral #smo09 London

Using Virals to find new Customers?

The Trends

Megatrends... From ads to content From consumers to users From broadcasting to narrowcasting •

From few broadcasters to thousands of publishers

Online Video Advertising Landscape Source: Nielsen -The Global Online Media Landscape, April 2009 Source: Universal Mccann, Wave 3 study, March 2008 Video advertising impact of the Internet can lift both Video Consumption is the most popular online content brand and message recall significantly. activity. Consumers take an active part in sharing and endorsing good content

Online Video Consumption Global Consumption of Online Video is Exploding Maturing Markets grow in Engagement: * Source: Nielsen -The Global Online Media Landscape, April 2009 US Online Video Consumption 2000 2003 2006 2009 *Source: Nielsen Online, page 1-8. The Global Online Media Landscape, April 2009

How do we work with brand content

The Process CONTENT ACTIVATION ATTENTION CREATE TEST PLAN DISTRIBUTE EVALUATE OPTIMIZE CONTENT SCREENING NETWORK & PLACEMENTS TRACKING

What is a Good Campaign? Brand Content should deliver an interactive, engaging and measurable brand experience Format Video Applications Game Content Sticky Relevant Entertaining Reach Number of Views Number of Actions Number of Plays Engagement Share Comment Conversation

Exercise

Video Content Cliché Concept, Good, sticky, fun Good, entertaining, commercial relevant Reach 2 million views (300%) 8000 views 20 million+ views Engageme Good, lots of sharing, Low Perfect Viral, High nt comments Social engagement, lots of sharing, product talk etc Today 2500 Views Per Day 5 Views Per Day 5,000 Views Per Day

The results of a successful Campaign

An Award winner Quiksilvers Surfing with Dynamite has been heralded as one of the most successful viral campaigns ever: • 20 million video views and 95% of surf site audiences reached GoViral and Quiksilver won the Advertising Effectiveness Award due to the exceptional results • For every £1 spent Quicksilver returned: • £390 in additional sales revenue • 95% of all surf websites worldwide posted the video within four days of it’s release. • 20 million people have seen Dynamite Surfing online.

Summary

Conclusion Use video Create good content Invest in distribution Combine seeding and push Optimize and evaluate

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Rene Rechtman of GoViral #smo09 London

by Arjen Strijker on May 20, 2009

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Rene Rechtman of GoViral #smo09 London — Presentation Transcript