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Visible measures share of choice webinar

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    Visible measures share of choice webinar Visible measures share of choice webinar Presentation Transcript

    • How to Measure Consumer Brand Interest & Purchase Intent in Online Video ! In today's online video ecosystem consumers can watch anything they want. Yet, with a nearly infinite amount of videos to choose from, many viewers still choose to watch brand advertisements. This reflects a genuine brand interest and preference. ! In this webinar, Visible Measures founder and CEO Brian Shin will discuss the evolution of Share of Choice™, how brands are using this new metric to understand consumer brand preference, and what leading brands are doing to influence purchase intent early in the sales cycle. 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 #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 1
    • How to Measure Consumer Brand Interest & Purchase Intent in Online Video Share of Choice™ & the Next Generation of Advertising Brian Shin Founder & CEO Twitter: @BrianShin E-Mail: BShin@visiblemeasures.com Twitter hash-tag: #shareofchoice 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. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 2 Copyright 2010, Visible Measures Corp.
    • Visible Measures Helps Brands & Advertisers Get More From Online Video ! We’re the independent, third- party media measurement firm for online video ! We help brands and advertisers get more from online video ! Solutions are powered by the largest online video viewership database in the world ! We power industry-wide Top 10 Charts for Advertising Age, Variety, and Mashable Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 3 Copyright 2010, Visible Measures Corp.
    • We Measure & Optimize Every Type of Online Video Ad Format Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 4 Copyright 2010, Visible Measures Corp.
    • Social Video Combines Social Media With the Rich Story-Telling Capabilities of Internet Video Social Media 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. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 5 Copyright 2010, Visible Measures Corp.
    • Social Video Puts Your Target Audiences in the Center of the Dialogue Social Video is Social Video puts Social Video can Social Video can Choice your film in the spawn copies, be the center of Emotion hands of remixes, & social dialogue Interaction consumers derivatives Sharing Expression ! 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 Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 6 Copyright 2010, Visible Measures Corp.
    • Your Target Audiences Are Increasingly Watching More & More Social Video ▫ We measure ALL social video ▫ We power industry-wide Top 10 Charts for Advertising Age, Variety, and Mashable ▫ Thresholds to make the chart have increased dramatically Top 10 Viral Video Ads Threshold Top 10 Online Film Trailers Threshold Top 10 Webisodes Threshold 800,000 400,000 6,000,000 600,000 300,000 4,000,000 400,000 200,000 2,000,000 200,000 100,000 0 0 0 Q3 ’09 Q4 ’09 Q1 ’10 Q2 ’10 Q3 ’10 Q3 ‘09 Q4 ‘09 Q1 ’10 Q2 ’10 Q3 ’10 Q3 ’09 Q4 ’09 Q1 ’10 Q2 ’10 Q3 ’10 Q3 2009 – Q3 2010 Q3 2009 – Q3 2010 Q3 2009 – Q3 2010 230% increase 50% increase 229% increase Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 7 Copyright 2010, Visible Measures Corp.
    • In social video, consumers have infinite choice... Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 8 Copyright 2010, Visible Measures Corp.
    • In social video, consumers have infinite choice... Do they choose to watch content related to your brand or your competitors? Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 9 Copyright 2010, Visible Measures Corp.
    • Share of Choice™ is the World’s First Video-Based Social Indicator of Consumer Brand Preference Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 10 Copyright 2010, Visible Measures Corp.
    • Share of Choice™ is Built from the Ground Up in Social Video 1. Clip-Level Data 2. Campaign-Level Data 3. Brand-Level Data 4. Industry-Level Data Hundreds of millions of Thousands of video Hundreds of brands Dozens of industries clips from hundreds of campaigns video destinations Mobile Tech Top 10 Charts Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 11 Copyright 2010, Visible Measures Corp.
    • Share of Choice is Analogous to Share of Voice, a Measure of Media Weight and Influence in Broadcast Share of Voice: Share of Choice: The brands that spend the most The brands consumers choose to watch Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 12 Copyright 2010, Visible Measures Corp.
    • The Key to Social Video is Leveraging Consumer Choice Awareness Consumer Choice Interactive Media ‘Traditional’ Media Consumers choose at Opinion Consumers choose only at the beginning and at the the point of purchase end of the marketing funnel Consideration Choice Conditioning: Allowing users to choose your brand prior to the point Preference of purchase Consumer Choice PURCHASE Consumer Choice Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 13 Copyright 2010, Visible Measures Corp.
    • Share of Choice™ In Action Category by category examples: -Mobile Tech -Beverage -Male Grooming Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 14 Copyright 2010, Visible Measures Corp.
    • The Mobile Technology Category Has Increased Over 600% in 1 Year 25,000,000 Source: Visible Measures (www.visiblemeasures.com) Share of Choice & Social Video Views 20,000,000 15,000,000 10,000,000 5,000,000 0 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 15 Copyright 2010, Visible Measures Corp.
    • Apple Takes Over the Mobile Tech Category With Consistent New Campaigns 25,000,000 Source: Visible Measures (www.visiblemeasures.com) Share of Choice & Social Video Views Other 20,000,000 Amazon 15,000,000 Nokia 10,000,000 Other Other Microsoft Apple Motorola Motorola 5,000,000 Other Nokia Apple Verizon Apple 0 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 *Other includes brands with less than 5% Share of Choice Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 16 Copyright 2010, Visible Measures Corp.
    • iPad & iPhone 4 Made Apple the Mobile Tech Leader in Q2 and Beyond Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 17 Copyright 2010, Visible Measures Corp.
    • Evian Dominates, but Competition Rises in the Beverage Category 80,000,000 Source: Visible Measures (www.visiblemeasures.com) Share of Choice & Social Video Views 60,000,000 40,000,000 20,000,000 0 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 18 Copyright 2010, Visible Measures Corp.
    • Evian Dominates, but Competition Rises in the Beverage Category 80,000,000 Source: Visible Measures (www.visiblemeasures.com) Share of Choice & Social Video Views Other Other 60,000,000 Coke Zero Other Other Coke Coke Pepsi Muscle Milk Pepsi Dr. Pepper Pepsi 40,000,000 Red Bull Pepsi Red Bull Red Bull Red Bull 20,000,000 Evian Evian Evian Evian 0 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 *Other includes brands with less than 5% Share of Choice Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 19 Copyright 2010, Visible Measures Corp.
    • Evian’s Roller Babies Launched the brand to the Top of the Beverage Category 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 Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 20 Copyright 2010, Visible Measures Corp.
    • With Help from Old Spice, the Male Grooming Category Grew Over 180% in Q3 2010 200,000,000 Source: Visible Measures (www.visiblemeasures.com) Share of Choice & Social Video Views 150,000,000 100,000,000 50,000,000 0 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 21 Copyright 2010, Visible Measures Corp.
    • Major Brands Are Fighting For Consumer Choice in Male Grooming 200,000,000 Source: Visible Measures (www.visiblemeasures.com) Share of Choice & Social Video Views Other 150,000,000 Gillette Axe 100,000,000 Old Spice Other 50,000,000 Gillette Other Axe Dove Axe Old Spice Gillette Other Axe Old Spice 0 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 *Other includes brands with less than 5% Share of Choice Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 22 Copyright 2010, Visible Measures Corp.
    • Responses Helped Old Spice Capture Nearly 75% of the Beverage Category in Q3 2010 ! 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 Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 23 Copyright 2010, Visible Measures Corp.
    • Are Your Consumers Choosing You or Your Competitors in Your Category? ! Alcoholic Beverages ! Mobile Tech ! Apparel & Accessories ! Non-Alcoholic ! Automotive Beverages ! Community & Activism ! Quick Service Restaurants ! Electronics ! Telecom ! Food ! Custom ! Health & Beauty ! Male Personal Care Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 24 Copyright 2010, Visible Measures Corp.
    • Interested in learning more? Write James O’Connor at: joconnor@visiblemeasures.com 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 Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 25 Copyright 2010, Visible Measures Corp.
    • Thanks for joining us for the Next Generation of Advertising! Q&A: Submit questions via Twitter using the hash tag #shareofchoice for Brian to respond to Work With Us: Email James O’Connor at joconnor@visiblemeasures.com Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 26 Copyright 2010, Visible Measures Corp.