How the Powerof Choice Drives    Results                           Beth Doyle           Kristin Haarlow                   ...
2© 2012. All rights reserved. VivaKi. Proprietary and Confidential.
Pool as in SharingThe more we share, the faster we learnand keep up with changes in consumer behavior                 © 20...
4 years of research                                                     6 pool lanes                                      ...
So, what did we learn?           © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
People like to have a choice  “Empowering, freeing...I was more open to the adthat I was able to choose.”                 ...
When they choose…                         363% better                                                                     ...
© 2012. All rights reserved. VivaKi. Proprietary and Confidential.
The ASq: the ad selector done smart          © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
And it works20 months40advertisers202   campaigns475   million ASq impressions30%      of viewers make a choice on premium...
ASq in action       © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
Challenges for Spark and ConAgraCut through the clutter to reachmothers of teens, ages 12-16Position the Orville Redenbach...
Finding the right solutionWhy ASq?           © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
The Orville campaign     Three :30 ads rotated on CBS.com     between Oct. and Dec. 2011     Clear creative was used to   ...
Results show the power of choiceThe act of choosing led to increases inboth behavioral and attitudinal metrics            ...
Empower                              consumers                              with choiceVisit risingtidecoop.com for more i...
Thank You © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
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Beth Doyle, VivaKi and Kristin Haarlow, Spark | The Future of Multiscreen Video Advertising

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VivaKi Innovations Director Beth Doyle and Spark Digital Activation Director Kristin Haarlow presentation titled " How the Power of Choice Drives Results." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.

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Beth Doyle, VivaKi and Kristin Haarlow, Spark | The Future of Multiscreen Video Advertising

  1. 1. How the Powerof Choice Drives Results Beth Doyle Kristin Haarlow Innovations Director Digital Activation Director VivaKi Spark © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  2. 2. 2© 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  3. 3. Pool as in SharingThe more we share, the faster we learnand keep up with changes in consumer behavior © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  4. 4. 4 years of research 6 pool lanes in online video122 ideas considered388 executions tested45,000 hours spent working with the industry over 19 million hours spent with over 278 million consumers 4 61 © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  5. 5. So, what did we learn? © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  6. 6. People like to have a choice “Empowering, freeing...I was more open to the adthat I was able to choose.” “I think giving people an option in viewing advertising is very clever and an engaging way to send messages.”“I sent your company an emailthanking them for the option.” © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  7. 7. When they choose… 363% better Chosen*The Pool Lane 1 and 2 lift in top Pre-roll Pre-rollsof mind awareness for chosenversus pre-roll video ads © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  8. 8. © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  9. 9. The ASq: the ad selector done smart © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  10. 10. And it works20 months40advertisers202 campaigns475 million ASq impressions30% of viewers make a choice on premium publishers © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  11. 11. ASq in action © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  12. 12. Challenges for Spark and ConAgraCut through the clutter to reachmothers of teens, ages 12-16Position the Orville Redenbacher’sbrand as a nutritious super snack © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  13. 13. Finding the right solutionWhy ASq? © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  14. 14. The Orville campaign Three :30 ads rotated on CBS.com between Oct. and Dec. 2011 Clear creative was used to demonstrate the brands benefits and to entice viewers to choose © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  15. 15. Results show the power of choiceThe act of choosing led to increases inboth behavioral and attitudinal metrics Choice Score Orville Redenbacher’s 18 ASq 15-Month Benchmarks 5 Lift 360% ASq Chosen Click Through Rate Orville Redenbacher’s 1.12% ASq 15-Month Benchmarks 0.38% Lift 194% © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  16. 16. Empower consumers with choiceVisit risingtidecoop.com for more information © 2012. All rights reserved. VivaKi. Proprietary and Confidential.
  17. 17. Thank You © 2012. All rights reserved. VivaKi. Proprietary and Confidential.

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