Николай Антонов - Вирусные видео на YouTube
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Николай Антонов - Вирусные видео на YouTube

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Вирусные видео на YouTube: успех - дело техники.

Вирусные видео на YouTube: успех - дело техники.
Презентация для i-Comference 2012

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  • Меня зовут Николай Антонов, я занимаюсь продажами рекламы на YouTube. То есть я стою как раз между популярными и интересными роликами на YT и роликами рекламодателей .
  • So what’s one of the main takeaways? People don’t share ads, people share content. Create something that’s spreadable, shareable, etc.
  • So how do you go about doing this? The first thing is to understand user behavior.
  • Средняя  стоимость  30-секундного  ролика  в этом году составила $3,5 миллиона
  • Recognize this?
  • Deutsch LA seeded this across FB, Twitter, & Youtube 5 days before the superbowl & monitored the response in real-time. This was a purely earned-media play. The thought of posting Superbowl videos before game day would’ve been laughable even last year. VW even showed different creative online — the ad posted was a 60-second spot, while its Super Bowl TV spot was only 30. By the time the 30-second spot hit, people thought they were seeing the 60-second spot — and filling in the blanks. One could argue that those web impressions are more valuable because they represent a choice to watch, rather than a passive TV experience. According to Kantar the exposure online equated to about $538,470 in free media when benchmarked against the $3 million cost for 30 seconds of time during the Super Bowl. That's just what the impressions would cost to reach those additional people and doesn't include the PR value from the exposure and press coverage . So when we talk about online video changing the advertising landscape, the force is a perfect example of that.
  • Recognize this?
  • http://newsfeed.time.com/2012/02/01/the-dog-strikes-back-volkswagens-super-bowl-sequel/ (Тизерный ролик) http://moneyland.time.com/2012/01/20/early-super-bowl-ads-a-hit-volkswagens-canine-choir-barks-star-wars-theme/ (Ролик для Super Bowl)
  • http://blog.o2.co.uk/home/2012/01/o2-valentines-cupid-.html – O2 Cupid
  • http://blog.o2.co.uk/home/2012/01/o2-valentines-cupid-.html – O2 Cupid
  • Fantastic execution, simple but effective. Cheaper than a 30 second spot. Brilliant. Ultimately success is about making ads that people actually want to watch and engage with, something that people will talk about and share. That’s the challenge.
  • Stride Ridiculously Long Las ting - http://www.youtube.com/StrideChewingGum Stride Gum bills itself as 'rid iculously long-lasting' & their new cam paign capitalizes on that tagline.  They developed 100 challenges & corresponding teaser videos for the campaign, which challenges consumers to break 100 records over the next 100 days.  After the 100 days expire, the 100 record-breakers will each win $500 in cash.  Each teaser video is uploaded to Youtube , Facebook & the Record Setter website with strong integration between each of the three platforms.  Th e chall enges are basical ly funny human tricks (ie. Longest T ime Kicking One’s Own Butt or Most Armpit Farts In 15 Seconds).  One twist, if you break the record in the teaser video, you actually become the legitimate world record holder for that challenge as all uploads are submitted via the Record Setter website which has various criteria and is a database of various random world records.  That said, it's a shame they didn't use Youtube as a platform for submissions, but that may have been a criteria from Record Setter.

Николай Антонов - Вирусные видео на YouTube Presentation Transcript

  • 1. s wy idIo e og o l| yuu eo h d c m t o g o tb ? eВирусные видео на YouTube:успех - дело техники Николай Антонов, Google
  • 2. “Болевой порог” видео рекламы Хочу посмотреть ВирусПристрелите Хочу меня поделиться Эпидемия реклама Бренд контент
  • 3. s wy idIo стоит перед o tb ?o h d c m t g o l| yuu e Какой вызов e o o ge нами? Превратить пассивных зрителей в активных соучастников и распространителей
  • 4. Успех – дело техники:- Суперкреативная реклама- Real-time видео ответы- Использование UGC- Интерактивные видео квесты
  • 5. Техника: Супер Креатив (Super Bowl)
  • 6. http://www.youtube.com/user/Volkswagen
  • 7. VW - The Force Ролик выложен на YTs wдней доo e og o l| yuu eза 5 y id c m t o go h d I трансляций e o tb ? Супер кубка 40,000 просмотров за первые 2 часа 1,000,000 через сутки 13,000,000 к началу трансляций матчей Супер Кубка Более 60,000,000 просмотров за год
  • 8. http://www.youtube.com/user/Volkswagen
  • 9. VW - The Bark side Тизер к рекламе выложенs wyнеделиm t g o l| yuu eoза 2 d Ioдо Super Bowl o tb ? h id c e o o g e 3,000,000 просмотров тизера за первые 2 дня 13,000,000 к началу трансляции Супер Кубка Более 16,000,000 тизера и более 14,000,000 самого ролика Около 100 видео ответов натизер The Bark side – в чистом виде earned эффект
  • 10. Техника: Real-time response (TW+YT)
  • 11. O2 Cupid – 814 видео валентинки в ответ на твиты с хеш тегом #o2CupidO2 Santa – 992 видеопоздравления в ответ натвиты с хеш тегом #o2Cupid
  • 12. Январь 2011 – бездомный американец Тед Виллиамс становится интернет мемом благодаря ролику выложенному на YT репортером местного ТВ. Одна из команд NBA предлагает Теду 2х летний контракт.Февраль 2012 – пользователи Twitter моглипризнаться в любви на YT золотым голосомТеда Виллиамса (благодаря компании Kraft).Около 200 валентинок озвученно голосомТеда за 3 дня.
  • 13. Crunch Is Calling6+ million views since Jan Next generation of real-time response campaigns Brilliant way of tieing together Twitter, Facebook & Youtube Successful executions don’t need to be complex
  • 14. Техника: Использование UGC
  • 15. AT&T – Blink 182 film festival you didn’t know you entered http://youtu.be/6u5IKAvqmFcBMW – 0 to DESIR3 in 5.9 seconds STRIDE - 100 Long Lasting Records inhttp://www.youtube.com/user/BMWUSA 100 Days http://www.youtube.com/playlist?list=PL2BDC4867BE84AB09
  • 16. Техника: Интерактивный видео квест
  • 17. Samsung follow your instinct http://youtu.be/HoOCiaxIZF4 Nokia NaviQuestPeugeot 208 – Let Your Body Drive http://youtu.be/dQLnnpC2JDUhttp://www.youtube.com/user/Peugeot
  • 18. YouTube (viral) toolbox:- теги, название, описание- аннотации и ссылки- платное продвижение- бесплатные опции канала- YouTube API
  • 19. an ky ouTh