Visible measures share of choice webinar

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
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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.

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

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

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.

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

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

In social video, consumers
have infinite choice...

Do they choose to watch content
related to your brand or your
competitors?
In social video, consumers
have infinite choice...

Share of Choice™ is the World’s First Video-Based
Social Indicator of Consumer Brand Preference

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

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

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

Share of Choice™
In Action
Category by category examples:
-Mobile Tech
-Beverage
-Male Grooming
14

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)

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
*Other includes brands with less than 5% Share of Choice

iPad & iPhone 4 Made Apple the
Mobile Tech Leader in Q2 and Beyond

0
20,000,000
40,000,000
60,000,000
80,000,000
Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10
18
Evian Dominates, but Competition
Rises in the Beverage Category

0
20,000,000
40,000,000
60,000,000
80,000,000
Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10
19
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

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

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

0
50,000,000
100,000,000
150,000,000
200,000,000
Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10
22
Major Brands Are Fighting For
Consumer Choice in Male Grooming
Old Spice
Axe
Axe
Old Spice
Dove
Old Spice
Axe
Gillette
Gillette
Axe
Other
Other
Other
Gillette Other

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

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

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

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

Visible measures share of choice webinar

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