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Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblem...
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Visible measures share of choice webinar

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Transcript of "Visible measures share of choice webinar"

  1. 1. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 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. 1 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.
  2. 2. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com How to Measure Consumer Brand Interest & Purchase Intent in Online Video Share of Choice™ & the Next Generation of Advertising 2 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.
  3. 3. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 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 3
  4. 4. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 4 We Measure & Optimize Every Type of Online Video Ad Format
  5. 5. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com Social Video Combines Social Media With the Rich Story-Telling Capabilities of Internet Video 5 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.
  6. 6. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com Social Video Puts Your Target Audiences in the Center of the Dialogue 6 ! 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 Choice Emotion Interaction Sharing Expression Social Video is your film in the hands of consumers Social Video puts Social Video can spawn copies, remixes, & derivatives be the center of social dialogue Social Video can
  7. 7. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com Your Target Audiences Are Increasingly Watching More & More Social Video 7 0 100,000 200,000 300,000 400,000 Q3 ‘09 Q4 ‘09 Q1 ’10 Q2 ’10 Q3 ’10 Top 10 Online Film Trailers Threshold Q3 2009 – Q3 2010 50% increase 0 200,000 400,000 600,000 800,000 Q3 ’09 Q4 ’09 Q1 ’10 Q2 ’10 Q3 ’10 Top 10 Viral Video Ads Threshold Q3 2009 – Q3 2010 230% increase 0 2,000,000 4,000,000 6,000,000 Q3 ’09 Q4 ’09 Q1 ’10 Q2 ’10 Q3 ’10 Top 10 Webisodes Threshold Q3 2009 – Q3 2010 229% increase ▫ 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
  8. 8. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 8 In social video, consumers have infinite choice...
  9. 9. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 9 Do they choose to watch content related to your brand or your competitors? In social video, consumers have infinite choice...
  10. 10. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 10 Share of Choice™ is the World’s First Video-Based Social Indicator of Consumer Brand Preference
  11. 11. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 11 Share of Choice™ is Built from the Ground Up in Social Video 1. Clip-Level Data Hundreds of millions of clips from hundreds of video destinations 2. Campaign-Level Data Thousands of video campaigns 3. Brand-Level Data Hundreds of brands 4. Industry-Level Data Dozens of industries Mobile Tech Top 10 Charts
  12. 12. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 12 Share of Choice is Analogous to Share of Voice, a Measure of Media Weight and Influence in Broadcast Share of Voice: The brands that spend the most Share of Choice: The brands consumers choose to watch
  13. 13. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 13 The Key to Social Video is Leveraging Consumer Choice PURCHASE Preference Consideration Opinion Awareness Consumer Choice Consumer Choice ‘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 Consumer Choice
  14. 14. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com Share of Choice™ In Action Category by category examples: -Mobile Tech -Beverage -Male Grooming 14
  15. 15. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com The Mobile Technology Category Has Increased Over 600% in 1 Year 15 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 ShareofChoice&SocialVideoViews Source: Visible Measures (www.visiblemeasures.com)
  16. 16. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 ShareofChoice&SocialVideoViewsApple Takes Over the Mobile Tech Category With Consistent New Campaigns 16 Verizon Motorola Apple Apple AppleMicrosoft Nokia Other Other Nokia Other Motorola Other Amazon Source: Visible Measures (www.visiblemeasures.com) *Other includes brands with less than 5% Share of Choice
  17. 17. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 17 iPad & iPhone 4 Made Apple the Mobile Tech Leader in Q2 and Beyond
  18. 18. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 0 20,000,000 40,000,000 60,000,000 80,000,000 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 ShareofChoice&SocialVideoViews 18 Evian Dominates, but Competition Rises in the Beverage Category Source: Visible Measures (www.visiblemeasures.com)
  19. 19. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 0 20,000,000 40,000,000 60,000,000 80,000,000 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 ShareofChoice&SocialVideoViews 19 *Other includes brands with less than 5% Share of Choice Evian Dominates, but Competition Rises in the Beverage Category Evian Red Bull Other Muscle Milk Pepsi Evian Red Bull Other Pepsi Coke Evian Red Bull Other Pepsi Coke Coke Zero Evian Red Bull Pepsi Dr. Pepper Other Source: Visible Measures (www.visiblemeasures.com)
  20. 20. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 20 Evian’s Roller Babies Launched the brand to the Top of the Beverage Category Core Creative Assets Baby MoonWalk: 7.6 million views Baby Breakdance: 6.4 million views Roller Babies: 85.5 million views ! 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 10%. Follow-on Assets Additional Content: 8 million views
  21. 21. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 21 With Help from Old Spice, the Male Grooming Category Grew Over 180% in Q3 2010 0 50,000,000 100,000,000 150,000,000 200,000,000 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 ShareofChoice&SocialVideoViews Source: Visible Measures (www.visiblemeasures.com)
  22. 22. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 0 50,000,000 100,000,000 150,000,000 200,000,000 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 ShareofChoice&SocialVideoViews 22 Major Brands Are Fighting For Consumer Choice in Male Grooming Source: Visible Measures (www.visiblemeasures.com) Old Spice Axe Axe Old Spice Dove Old Spice Axe Gillette Gillette Axe Other *Other includes brands with less than 5% Share of Choice Other Other Gillette Other
  23. 23. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 23 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
  24. 24. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com Are Your Consumers Choosing You or Your Competitors in Your Category? ! Alcoholic Beverages ! Apparel & Accessories ! Automotive ! Community & Activism ! Electronics ! Food ! Health & Beauty ! Male Personal Care ! Mobile Tech ! Non-Alcoholic Beverages ! Quick Service Restaurants ! Telecom ! Custom 24
  25. 25. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com 25 Visible Measures Product & Services Portfolio Orientation & Training Support & Maintenance Pre-Sales Support: Leverage Online Video Data to Pitch New Business Planning & Activation Establish Media Strategy & Execute Campaign Management: Measure & Optimize In-Market Campaigns Interested in learning more? Write James O’Connor at: joconnor@visiblemeasures.com
  26. 26. Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | joconnor@visiblemeasures.com Thanks for joining us for the Next Generation of Advertising! 26 Work With Us: Email James O’Connor at joconnor@visiblemeasures.com Q&A: Submit questions via Twitter using the hash tag #shareofchoice for Brian to respond to
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