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Video Measurement by Matt  Cutler [Metrics Marketing Bootcamp]
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Video Measurement by Matt Cutler [Metrics Marketing Bootcamp]

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Matt Cutler presented on video measurement for Metrics Marketing Bootcamp. …

Matt Cutler presented on video measurement for Metrics Marketing Bootcamp.

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Transcript

  • 1. Social Video: Keys to Success & Measuring Impact
    • Matt Cutler
    @mcutler
  • 2. Many Different Types of Online Video Ad Formats
  • 3. Social Video: Social Media Combined With Rich Story-Telling Capabilities of Internet Video
      • Unlike traditional paid advertisings, viewers are in control in social video .
      • Unlike traditional social networking, advertisers control the message in social video.
      • Successful social video campaigns are distinct from other forms of online advertising.
    Social Media Internet Video
  • 4. Do they choose to watch content related to your brand or your competitors ? In social video, consumers have infinite choice...
  • 5. Share of Choice ™ : Analogous to Share of Voice Share of Voice: The brands that spend the most Share of Choice: The brands consumers choose to watch
  • 6. The Road to Capturing Consumer Choice Begins in Social Video ‘ Traditional ’ Media Consumers choose only at the point of purchase Interactive Media Consumers choose at the beginning and at the end of the marketing funnel Choice Conditioning: Allowing users to choose your brand prior to the point of purchase (Social Video) PURCHASE Preference Consideration Opinion Awareness Consumer Choice Consumer Choice Consumer Choice
  • 7.
    • Develop memorable content
    • Employ surge media
    • Extend the campaign
    • Encourage audience participation
    4 Best Practices
  • 8.
    • Best Practices Employed:
      • Memorable Content
      • Encourage Audience Participation
      • Extend the Campaign
      • Surge Media
    • “ Old Spice Guy ” character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns
    • Ground-breaking approach involved shooting 180+ online-only short ads that were direct responses to audience requests via social media
    • Responses helped Old Spice capture nearly 75% of the beverage category in Q3 2010
    Successful Social Video Campaign: Old Spice: The Man Your Man Could Smell Like
  • 9. Responses Generated Over 50% of “ Old Spice Guy ” Views Source: Visible Measures (www.visiblemeasures.com) The Man Your Man Could Smell Like The Return of the Man Responses Surge Media Surge Media Memorable Content Memorable Content Surge Media Memorable Content Extend the Campaign Extend the Campaign Encourage Audience Participation
  • 10. Responses Campaign Helped Old Spice Capture Nearly 75% of the Male Grooming Category Other Other Other Gillette/BSF Source: Visible Measures (www.visiblemeasures.com)
  • 11. Successful Social Video Campaign: Evian: Live Young Core Creative Assets Baby Breakdance: 7.3 million views Roller Babies: 95.1 million views
    • Best Practices Employed:
      • Memorable Content
      • Surge Media
      • Extend the Campaign
    • Began as an online-only campaign... but massive viewer response helped push it into broadcast
    • Compelling creative approach, strong music component
    • Campaign involved multiple core creative assets, including internationally localized versions
    • Extension video assets, including behind-the-scenes clips and ‘ interviews ’ with the babies, extended reach by 8%
    • Over 40% of all campaign views were viral
    Follow-on Assets Additional Content: 9.7 million views Baby MoonWalk: 8.3 million views
  • 12. Evian Scored Views with Memorable Content and Campaign Extensions Source: Visible Measures (www.visiblemeasures.com) Memorable Content Memorable Content Roller Babies Baby Breakdancing Baby Moonwalking Making of 2 Making Of 1 Baby Interviews Extend the Campaign Memorable Content Extend the Campaign Surge Media Extend the Campaign Extend the Campaign Extend the Campaign
  • 13. *Other includes brands with less than 5% Share of Choice Evian Remains on Top of Category, But its Dominance is Fading Red Bull Red Bull Red Bull Red Bull Other Other Other Other Source: Visible Measures (www.visiblemeasures.com)
  • 14. Thanks! For more, check out
    • The Visible Measures Blog:
      • http://blog.visiblemeasures.com
    • Ad Age Top 10 Viral Video Ad Chart:
      • http://www.adage.com/digital
    • Variety Top 10 Film Trailers Chart:
      • http://www.variety.com/index.asp?layout=chart_trailers
    • @mcutler