How the Best Became the Best in Online Video Advertising

1,703 views
1,639 views

Published on

Old Spice, Evian, and BlendTec have created the most-watched online video ads of all-time. But how did they do it? Using our industry-wide data set from the world of online video advertising, Visible Measures shares exclusive insights and best practices that enabled these campaigns to become the most-watched in history. If you're looking to increase your campaign performance in online video, this webinar is for you.

Published in: Self Improvement
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,703
On SlideShare
0
From Embeds
0
Number of Embeds
428
Actions
Shares
0
Downloads
26
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

How the Best Became the Best in Online Video Advertising

  1. 1. How The Best Became The Best In Online Video Advertising ▫ Old Spice, Evian, and BlendTec have created the most-watched online video ads of all-time. But how did they do it? Using its industry-wide data set from the world of online video advertising, Visible Measures will share exclusive insights and best practices that enabled these campaigns to become the most-watched in history. If you're looking to increase your campaign performance in online video, this is a webinar you won't want to miss. ▫ In our webinar, Visible Measures' CMO and Head of Research, Matt Cutler, will present exclusive insights into what sets the top 10 most-watched viral video ads apart from the crowd. You'll learn how and why they went "viral" and what techniques they used to maximize their views. This session is geared toward brands and advertisers who are looking to get more from their online video marketing efforts. Note: all audio and video will occur via your browser (no phone dial-in required). Please enable the one-way video chat widget in the lower left of your browser window. Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo 1
  2. 2. How The Best Became The Best In Online Video Advertising Matt Cutler Chief Marketing Officer & Head of Research Twitter hash-tag: #bestinvideo 2 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  3. 3. How The Best Became The Best In Online Video Advertising Matt Cutler Chief Marketing Officer & Head of Research Twitter hash-tag: #bestinvideo Note: all audio and video will occur via your browser (no phone dial-in required). Please enable the one-way video chat widget in the lower left of your browser window. 3 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  4. 4. Brief Introduction to Visible Measures: Get More from Online Video Visible Measures helps advertisers and publishers get more from online video by providing industry-leading solutions to better understand the world of online video. Pre-Roll In-Banner Overlay Advanced Formats Social Video Ads-as-Content 4 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  5. 5. Online Video as Branding Platform: Story Telling + Reach + Control Online video is Emotional, interactive, shareable, viral. 5 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  6. 6. Online Video as Branding Platform: Story Telling + Reach + Control Online video is Online video puts Emotional, viewers in control of interactive, their personal shareable, brand experience. viral. 6 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  7. 7. Online Video as Branding Platform: Story Telling + Reach + Control Online video is Online video puts Online video can Emotional, viewers in control of spawn copies, interactive, their personal remixes, & shareable, brand experience. derivatives. viral. 7 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  8. 8. Online Video as Branding Platform: Story Telling + Reach + Control Online video is Online video puts Online video can Online video can Emotional, viewers in control of spawn copies, be the center of interactive, their personal remixes, & social dialogue. shareable, brand experience. derivatives. viral. 8 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  9. 9. Online Video as Branding Platform: Story Telling + Reach + Control Online video is Online video puts Online video can Online video can Emotional, viewers in control of spawn copies, be the center of interactive, their personal remixes, & social dialogue. shareable, brand experience. derivatives. viral.  comScore: 178 million US Internet users watched 33.3 billion videos per month  eMarketer: online video spend in 2010 will be $1.5 billion, up 50% from 2009 9 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  10. 10. Social Video: Interaction model of Social Media + Story-Telling of Internet Video Social Media Internet Video 10 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  11. 11. Social Video: Interaction model of Social Media + Story-Telling of Internet Video Social Media Internet Video ▫ Unlike traditional paid advertisings, viewers are in control. ▫ Unlike traditional social networking, advertisers execute brand marketing. Successful social video campaigns are distinct from other forms of advertising. 11 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  12. 12. The Top 10 Social Video Ads of All Time 12 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  13. 13. The Top 10 Viral Video Ads of All Time “Call them "viral" videos, super- sized TV ads, branded videos or just plain commercials, a few of them have crossed a significant psychic milestone: 100 million views and counting.” 13 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  14. 14. The Top 10 Viral Video Ads of All Time Watch them all here: visiblemeasures.com/top-ten-all-time 14 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  15. 15. The Top 10 Viral Video Ads of All Time ▫ 500+ million views ▫ 750,000+ comments ▫ 7,000+ unique video placements ▫ Industry segments ▫ CPG: 6 ▫ Consumer electronics: 3 ▫ Apparel: 1 Watch them all here: visiblemeasures.com/top-ten-all-time 15 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  16. 16. Common Challenges Facing Brands & Agencies ▫ Just getting started ▫ “We would like to add viral video to our media mix... what should we be keeping in mind?” ▫ Actively experimenting ▫ “We have a social video campaign in market... but so far it hasn’t attracted much of an audience. Help!” ▫ In the thick of things ▫ “We had a big video hit at the beginning of the year... but since then the competition has come on strong. How do we build on our past successes to take things to next level?” 16 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  17. 17. Just Getting Started “We would like to add viral video to our media mix... what should we be keeping in mind?” 17 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  18. 18. Best Practice: Develop Memorable Content Dove Evolution (#6 All Time)  Web-only campaign  Among the very first successful viral video ads  Creative approach posed a direct challenge the conventional methods of selling 50,000,000 Dove Evolution beauty/personal care products 40,000,000  Controversy stirred dialog, which drove sharing and reach 30,000,000 Views 20,000,000 10,000,000  Follow-up ‘Onslaught’ campaign 0 Oc Ja n- Ju l-0 Fe b- Au g- Ma Oc touched on similar themes but t-0 r-1 t-1 6 08 8 09 09 0 0 was much less successful Watch it here: visiblemeasures.com/top-ten-all-time 18 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  19. 19. Best Practice: Develop Memorable Content T-Mobile: T-Mobile Dance (#7 All Time)  Broadcast + online  The first ad to feature large-scale flash mob T-Mobile Dance  Music plays a big part 40,000,000 30,000,000  Rapid organic growth followed by 20,000,000 almost linear growth 10,000,000 0 Jan Ap Au No Feb Jun S -09 r-0 9 g-0 9 v-09 -10 -10 ep-10 Watch it here: visiblemeasures.com/top-ten-all-time 19 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  20. 20. Best Practice: Develop Memorable Content Pepsi: Gladiator (#4 All-Time)  The oldest campaign in the top 10  Originally a broadcast TV Super Bowl campaign  Heavy star power: Britney Spears, Pink, Beyonce, and Pepsi Gladiator Enrique Iglasias 50,000,000 40,000,000  Brand did not place or promote 30,000,000 campaign online... instead, the Views community uploaded it 20,000,000 10,000,000 Music plays a big part 0 De c-0 Ju n-0 Ja n-0 Ju l-0 Ja n-1 Ju l-1  7 8 9 9 0 0 Watch it here: visiblemeasures.com/top-ten-all-time 20 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  21. 21. Actively Experimenting “We have a social video campaign in market... but so far it hasn’t attracted much of an audience. Help!” 21 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  22. 22. Best Practice: Employ Surge Media Old Spice: Odor Blocker (#9 All Time)  YouTube: 24+ hours of new video Old Spice Odor Blocker content uploaded every minute 40,000,000 30,000,000  Need to drive initial awareness of your 20,000,000 social video campaign: surge media 10,000,000  Growth curve shows both surge media 0 in support of Odor Blocker and cross- Ap r-1 0 Ma y-1 0 Ju n- 10 Ju l-1 0 Au g- 10 Se p- 10 campaign viral activation Watch it here: visiblemeasures.com/top-ten-all-time 22 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  23. 23. Best Practice: Employ Surge Media Quantifying the Impact Online Video Views ~26,000 views/day 120,000+ views/day Long-term impact of surge media support: sustained 4.5x increase in daily reach 23 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  24. 24. Best Practice: Extend the Campaign Evian: Live Young (#2 All Time) Core Creative Assets Follow-on Assets  Began as an online-only campaign... but massive viewer response helped push it into broadcast Baby MoonWalk: 7.6 million views  Compelling creative approach, strong music component  Campaign involved multiple core creative assets, including Baby Breakdance: 6.4 million views internationally localized versions  Extension video assets, including behind-the-scenes clips and ‘interviews’ with the babies, extended Roller Babies: Additional Content: reach by 10%. 85.5 million views 8 million views Watch it here: visiblemeasures.com/top-ten-all-time 24 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  25. 25. Best Practice: Extend the Campaign Microsoft: Project Natal (#5 All Time)  Online-only campaign  Proof-of-concept product demonstration approach of next- generation console gaming interface Concept Introduction: 21 million views  Natal announced at E3 2009 with demos from major producers including Steven Spielberg  Campaign ultimately accumulated 2,000+ unique video clips Painting Demo: Featurettes: 0.8 million views 11 million views Watch it here: visiblemeasures.com/top-ten-all-time 25 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  26. 26. In the Thick of Things “We had a big video hit at the beginning of the year... but since then the competition has come on strong. How do we build on our past successes to take things to next level?” 26 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  27. 27. Best Practice: Encourage Audience Participation Doritos: Crash The Super Bowl (#8 All Time)  Online-to-broadcast-to-online Super Bowl campaign House Rules 16.9 million views  Crowd-sourced contest for campaign creative with a $1 Snack Attack Samurai million grand prize 4.7 million views  While Super Bowl was the crescendo, campaign began Casket months in advance and lived on 2.8 million views for months afterwards  Extensive online promotion plan Underdog 3.9 million views including YouTube homepage takeovers Kids These Days  Spots topped many Super Bowl ad 1 million views rankings Watch it here: visiblemeasures.com/top-ten-all-time 27 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  28. 28. Best Practice: Encourage Audience Participation Old Spice: Responses (#3 All Time)  The newest campaign in the top 10  Broadcast-to-online campaign  Character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns  Ground-breaking approach involved shooting 100+ online-only short ads that were direct responses to audience requests via social media  Extensive online promotion plan including Hulu in-stream placements 28 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  29. 29. Best Practice: Leverage Past Success DC Shoes: Gymkhana Two (#10 All Time)  One of two emerging brands in the top 10  Gymkhana: a motorsport that “requires drivers to perform reversals, 180 degree spins, 360 degree spins, parking boxes, figure 8s and other advanced skills” Infomercial Ken Block:  Initial Gymkana sponsorship was not intended as Bonus Footage a brand-building exercise... but resonated with online viewers  Based on responses, brand launched a much more elaborate spot called Gymkhana 2, sparking an online video sensation... and making driver Ken Block a celebrity Mechanical: The Making Of: Behind The Scenes Part 3  Multiple campaign extensions including behind- the-scenes, bonus footage, the making of, and more Watch it here: visiblemeasures.com/top-ten-all-time 29 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  30. 30. Best Practice: Leverage Past Success Blendtec: Will It Blend? (#1 All Time) Blendtec Will It Blend? 150,000,000 iPhone4  One of two emerging brands, and the only serialized campaign, in the top 10 100,000,000 iPad  Built-in audience for each new episode... companies can now Skis sponsor to have their product Views blended! Glow Sticks 50,000,000  Timely tie-ins with current events social media circles, such as the iPad iPhone episode Golf Balls  Simple idea – CEO-led product 0 demonstration – executed with humor Jun -07 Dec -07 Jul -08 Jan -09 Aug -09 Ma r-10 Sep -10 and consistency Watch it here: visiblemeasures.com/top-ten-all-time 30 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  31. 31. Best Practices in Social Video: Summary  Develop memorable content  Employ surge media  Extend the campaign  Encourage audience participation  Leverage past successes 31 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  32. 32. Putting It All Together: Share of Choice ▫ Male personal care: a brand-building battle-ground in social video ▫ Old Spice’s social video successes: re-shaped the landscape 100% Brand D Brand C 90% 80% 70% Brand B Brand B 60% Share 50% 40% Brand B 30% 20% Brand B Brand A Brand A 10% Brand A 0% Brand A Q3 ‘09 Q4 ‘09 Q1 ‘10 Q2 ‘10 32 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
  33. 33. Visible Measures Engagement Model: Drive Results Across the Entire Campaign Cycle Orientation & Training Pre-Sales Support: Leverage Online Video Data to Pitch New Business Planning & Activation Establish Media Strategy & Execute Campaign Management: Measure & Optimize In-Market Campaigns Visible Measures Product & Services Portfolio Support & Maintenance To get more from your online video efforts, contact us here: visiblemeasures.com/get-more-webinar 33 Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo

×