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Eyeka Video Content Marketing ROI white paper

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ver 4 billion hours of video are watched every month on YouTube… How can your brand cut through? …

ver 4 billion hours of video are watched every month on YouTube… How can your brand cut through?

Our short whitepaper, written in a unique collaborative spirit with Coca-Cola, Energizer, Asatsu-DK, eYeka, Unruly and ThisMoment, provides best practices on how Coca-Cola achieved 6 millions online mentions with video content scoring in the top 10% of best ads and Schick Quattro achieved 21% view-through rate while lowering cost to conversion by 54%.

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  • 1. THE BIG A Short Guide To Creating, Predicting And Amplifying Social Videos That Will Boost Your Return On Marketing Investment. Over 4 billion hours of video are watched every month on YouTube. Over 700 videos are shared on Twitter every minuteI. 6 seconds video platform Vine is now the most downloaded app in iTunesII… Video content drives communities, commerce and increasingly CMO’s agenda. But can brands and their agencies, who have been making ads for over 60 years succeed in creating engaging, shareable online content that doesn’t look like a regurgitated commercial yet delivers any kind of marketing value? This short paper, written in a unique collaborative spirit with contributions from Coca-Cola, Energizer, Asatsu-DK, eYeka, Unruly and ThisMoment offers an introduction to creating, predicting and amplifying social videos that work for consumers AND for brands. #Cmarketing
  • 2. The The “C generation” “C generation” leads the surge leads the surge in content in content In In the last decade,broadcast TV viewership slumped an astonithe last decade, broadcast TV viewership slumped an shing 50%III. III. That is especially truefor the youngest, most coveted shing 50% That is especially true for the youngest, demographics. This audience isisnow onlineIVIV and often watching demographics. This audience now online and often content onon mobile deviceV. Behind a shift in media consumption content a a mobile deviceV. Behind a shift in media consumplays a morea more powerful mindset. While being long-time passive tion lays powerful shift in shift in mindset. While being long-time consumer consumer of cultural products, news and advertising, a passive of cultural products, news and advertising, a booming segment of segment of our society wants to take a more in shaping booming our society wants to take a more active role active role the mediasphere. in shaping the mediasphere. «Generation C» is stands formostly of millenials, but is more of a «Generation C» made-up Creation, Curation, Connection and state of mind thanisan age group. It is made of people who want Communities. It made-up mostly of millenials, but is more of a tostate of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their taexpress themselves, often creatively. They devour videos online, bletsVI or user-generated content videos (over 10 minutes) Generaincreasingly viewing long form on their smartphonesVII. on their tion C isVItwice as likely to be a YouTube viewer than the general tablets or user-generated content on their smartphonesVII. Genepopulationis twice asmore likely to YouTubeaviewer than the VIII. ration C and 40% likely to be a be only light TV viewer general population and 40% more likely to be only a light TV viewerVIII. Being of a creative generation, they are not adverse to ads, when they are of a creative relevant. Butthey are nottrust them. ads, when Being original and generation, they don’t adverse to they are original and relevant. But they don’t trust them. Consumers’ trust in traditional advertising (radio, newspapers, magazines and TV) has been waning, down by (radio, newspapers, Consumers’ trust in traditional advertising an average of 23% between 2009 and has been waning, down by an average of from magazines and TV) 2012IX. Meanwhile, recommendations 23% “people I know” are trusted IX. Meanwhile, recommendations from between 2009 and 2012 by 92% of consumersX. “people I know” are trusted by 92% of consumersX. #Cmarketing 2
  • 3. The “C generation” Content is driving leads the surge the great ad $ in content e-migration In Despite the 50% slump in broadcast TV viewership, ad revenues the last decade, broadcast TV viewership slumped an astonishing 50%III. That resilient. Thattrue for the youngest, most coveted have remained is especially means that advertisers are paying demographics. This but for less innow onlineIV and oftenstarting to more of the same audience is return. Marketers are watching content on a traditional ad budgets are shift in media consumption notice and mobile deviceV. Behind a shrinking. lays a more powerful shift in mindset. While being long-time passive consumer of culturalthe expected size and advertising, a booming By February 2013, products, news of that decline over the next segment of our society wantsOn takecontrary, 2012 role in very big 12 months reached 2.7%XI. to the a more active was a shaping the mediasphere.video advertising with spending rising 27%XII. The year for online perception of online video among advertisers continues to im«Generation withis made-up mostly of millenials, but is more ofas prove too, C» 64% of advertisers ranking online video spots a state of mind TV adsXIII. effective as than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewingeven more videos (over 10 they are shared. taOnline videos are long form effective when minutes) on their bletsVI or user-generated content on their smartphonesVII. Generation C 2012 Unruly Social be aEffectiveness study showed that The is twice as likely to Ad YouTube viewer than the general population andand brand association rose 7% among viewers who brand recall 40% more likely to be only a light TV viewerVIII. had been recommended a video versus viewers who found it by Being of a creative generation,video are not adverse to ads, when browsing. Enjoyment of the they rose by 14% among viewers they are original and relevant. But they don’t trust them. in turn inwho had viewed following a recommendation; and this creased purchase intent by 97% and brand association by 139%. Consumers’ trust indecidedly bright for online videos with 54% of The future looks traditional advertising (radio, newspapers, magazines and planning to do more of itdown by an average of 23% marketers TV) has been waning, XIV. between 2009 and 2012IX. Meanwhile, recommendations from “people I know” are trusted by 92% of consumersX. #Cmarketing 3 2
  • 4. The “C generation” Your brand must leads the content become surge in contentthrive driven to Coca-Cola.TV In While consumers broadcast TV and populating Youtube astonithe last decade, are creating viewership slumped an with a shing 50%III. Thathours of video every minute, most leadingcoveted staggering 100 is especially true for the youngest, most brands demographics. This audience is now onlineIV and often watching are still experimenting cautiously with producing content. Cocontent onis a notable exception. ca-Cola a mobile deviceV. Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time passive consumer of culturalinto online broadcasting started in Latin AmeCoca-Cola’s foray products, news and advertising, a booming segment of Coca-Cola.TV, an to take TV channel. In thein shaping rica with our society wants online a more active role words of the mediasphere. Interactive Marketing Manager for The CoErnesto Almada, ca-Cola Company and one of the architects of Coca-Cola.TV: «Generation C» is made-up role in engaging with a moremore of a “Coca-Cola.TV plays a key mostly of millenials, but is «connecstate ofaudience, by pushing messages in a of people who want ted» mind than an age group. It is made more dynamic way tothrough content and entertainment options -that are still linked to express themselves, often creatively. They devour videos online, increasingly viewing long form videosof our audiences’ key their taour traditional investments- by way (over 10 minutes) on passion bletsVI or user-generated content on their smartphonesVII. Generapoints.” tion C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be originated at Coca-Cola. The It is no surprise that such initiatives only a light TV viewerVIII. company allocates 20% of its marketing budget to develop inBeing of a content and ideas and anare not10% to really push the novative creative generation, they extra adverse to ads, when they are original and relevant. But theytransforming from being adboundaries. In fact the company is don’t trust them. vertising-driven to being content-driven, consolidating its strength Consumers’ trust in traditional advertising (radio, newspapers, maas a powerful storyteller through high quality original programmigazines and Brown, Directorwaning, down by an average ofsocial ng. Ashley TV) has been for digital communications and 23% between commented 2012IX. Meanwhile, recommendations team media 2009 and in a New York Times articleXV that his from “people I know” are trusted by 92% of to look more. like an editorial «has been re-formed in the last year consumersX team at a long-lead magazine… with a production schedule and an editorial calendar.”XVI #Cmarketing 4 2
  • 5. The “C generation” Crowdsourcing leads theboosts content surge in content ROI “Power-Up”, created by ProtonSanon, eYeka for Coca-Cola In When consumers broadcast TV viewership slumped an astonithe last decade, themselves produce content, this approach is shing 50%III. That is especially true for the youngest, most coveted paying off even more. An earlier co-creation project calling on demographics. This audience is now onlineIV and often watching the eYeka community of creators to «illustrate Coca-Cola as an content on a refreshment, in. their own style» generated worldwide energizing mobile deviceV Behind a shift in media consumption lays a more powerful shift in mindset. While being long-time of userbuzz with over 6 million online mentions. Several pieces passive consumer content even achieved top and advertising, best ads in created of cultural products, news 10% of all-time a booming segment of our society wants toMillward Brown Link™ score test. sample markets through the take a more active role in shaping the mediasphere. Internally, Coca-Cola saw a 100% adoption of the creative materials across markets compared to an average of 47% and the «Generation C» is made-up mostly of millenials,92% is more avewhole project had cost saving efficiencies of but against of a state of mind than an age group. It is made of people who want rage agency fees and production costs. to express themselves, often creatively. They devour videos online, increasingly Coke Burn invited videos (over 10 minutes) co-creation In Japan, viewing long form creative individuals via on their tabletsVI or user-generated content on their to «Show us VII. Generaplatform eYeka and agency Asatsu-DK smartphones what creation Cenergy can do!» into beform of a video or a poster. This retive is twice as likely the a YouTube viewer than the general population 135 diverse, authentique and qualitative videos over a 5 sulted in and 40% more likely to be only a light TV viewerVIII. weeks period. Seeded on Coke Burn’s website, YouTube & FaceBeing of a creative generation, was seeded on Coke to ads, when book pages. The best work they are not adverse Burn’s webthey are original and relevant. But is thedon’t trustsuch initiatives? It site and Facebook page. What they result of them. goes beyond sales. According to Ernesto Almada it is about “how Consumers’ trust in traditional advertising (radio, newspapers, mapeople become more engaged with our brand across different gazines and TV)the love forwaning, down by an average of 23% channels and has been Coca-Cola grows accordingly as we between 2009 and 2012IXoffer unique experiences to our consucontinue to innovate and . Meanwhile, recommendations from “peopleand most loyal fans.” 92% of consumersX. mers I know” are trusted by #Cmarketing 5 2
  • 6. The need a You “C generation” collaborative, leads thecontent creative surge in content eco-system “Burn”, created by Goldfinch, eYeka for Coca-Cola In While many agencies feel compelled to update their offer astonithe last decade, broadcast TV viewership slumped an by adshing 50%III. That is especially their for the youngest, most coveted ding “content marketing” to true credential documents, few are demographics.as Japanese agency ASATSU-DK (ADK). The agengoing as far This audience is now onlineIV and often watching content on long tradition of Vbeing involved in the content business cy has a a mobile device . Behind a shift in media consumption lays a moreits investments and activities in the long-time passive through powerful shift in mindset. While being Japanese anime consumer of cultural products, news and advertising, a booming and publishing industry. In other words, it deeply understands segment ofUpon realizing howto take a more active role inbetween content. our society wants the changing relationship shaping the mediasphere. brands would shake the foundation of the consumers and advertising industry, ADK decided to build a new business mo«Generation C» is made-up mostly is developingbut own content del to complement its own. ADK of millenials, its is more of a state of mind than an age group. It is made of people who such eco-system by partnering with leading startups in the field want toas co-creation community eYeka. express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their tabletsVI or user-generated content on their smartphonesVII. GeneraMasaya Haraguchi, Department Director at Co-creation Room, tion C is twice brands toto be a YouTube viewer than the general ADK, advises as likely behave like “publishers,” using best pracpopulation and 40% more likely to be only a light TV viewerVIII. tices from the industry to build long-lasting communities around interest and editorial lines. ADK is reviewing its well-established Being of a creative planning, budgeting and measurement models traditional media generation, they are not adverse to ads, when they are original and relevant. Butchange. While the agency keeps to help clients embrace such they don’t trust them. stewardship of its clients’ marketing and media strategy, it relies Consumers’ trust in traditional advertisingproduce fresh, innovative more on communities of consumers to (radio, newspapers, magazines and TV) has been waning, down by an average of 23% content and on technology platforms, content distributors and between 2009 and 2012IX. to amplify it. Brands are getting in the specialized viral agencies Meanwhile, recommendations from “people too and are trusted by 92% of consumersX. to create such game I know” are building strategic partnerships collaborative, creative eco-systems. Examples of creative content ecosystem: • Procter&Gamble + eYeka + Thismoment + Unruly • Unilever + Unruly + eYeka • Coca-Cola + ThisMoment • ADK + eYeka #Cmarketing 6 2
  • 7. Six steps to successful content creation The and amplification “C generation” leads the surge 01. Don’t plan for a “viral” campaign in content Stop chasing the next viral hit! According to David Waterhouse, Global Head of Content and PR at video technology company Unruly, “trying to chase the next viral sensation is the strategic equivalent of sticking In your hand decade, broadcast TV viewership slumped an astonithe last in a haystack and hoping to find a needle”. Instead, marketers shall . That is especially true for the youngest, ROMI. Unruly shing 50%IIIfocus on defining their KPIs to measure theirmost coveted has worked closely audience to now online main KPIs which can be demographics. Thiswith the IAB is isolate the 4 IV and often watching delivered content on by mobile deviceV. Behind a shift inAWARENESS, ATTENa social video, ACTION, ADVOCACY, media consumption TION. It is important to stick to one core KPI to amplify social content, lays a more powerful shift in mindset. While being long-time passive repeatedly, at scale and with a consistent experience across all touch consumer of cultural products, news and advertising, a booming points, from social media to websites to mobile devices. segment of our society wants to take a more active role in shaping the mediasphere. 02. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their tabletsVI or user-generated contentstar of thesmartphonesVII. get them Consider making consumers the on their show or better; Generation produce your content.to be the world’s biggest brands aregeneral to C is twice as likely 72 of a YouTube viewer than the already co-creating content more likely to be only a light TV is Schick population and 40%with consumersXVII. One such brand viewerVIII.Quat- Do it WITH consumers “Schick Moment”, created by Usyaev, eYeka for Schick Quattro tro who recently asked members of the eYeka community, the global mar- ket of a in co-creation to produce short-videos illustrating the when Beingleader creative generation, they are not adverse to ads,benefit of are original and relevant. But they don’t trust them. theytitanium in daily life. These user-generated-videos ran alongside sponsored video-content from one of the most popular Anime franchises in an online campaign on Google TrueView in Japan. eYeka’s crowdsourced Consumers’ trust in traditional advertising (radio, newspapers, mavideos helped the cost to conversion to drop by 54% vs. historical efforts. gazines and TV) has been waning, down by an21% for co-created They also achieved the highest View-Through-Rate, average of 23% IX betweenv. 2009 for sponsored. videos, proving that crowdsourcing content Meanwhile, recommendations from videos 17.1% and 2012 “peopleonly aboutare trusted by 92% of consumersX. I know” cost-efficiency, but about creating content that truly reis not sonates with the target audience. Geoffrey Pickens, Asia Pacific Director, Men’s & Shave Prep for Energizer Asia Pacific stresses that “to create impactful UGC marketers must get their mindset out of the 1990s TV ad brief to embracing a broader objective that does not necessarily include your category or product as the sole focal point.” A word of caution though, not all consumers display creative acumen or artistic sensibility. Alexandre Olmedo, Co-Founder of eYeka, recommends working with the 1% of content creators whenever fresh ideas and quality of creative execution matters. In his views: “Crowdsourcing your content needs with the most creative of consumers will significantly accelerate your ability to produce a large amount of authentic, quality content to feed your social media channels, while keeping costs in check”. #Cmarketing 7 2
  • 8. Example of brands co-creating content with consumers • Coca-Cola invited consumers to “show us the last time when you did something for the first time, inspired by Coca-Cola.” • Schick Quattro asked consumers to create an engaging, masculine, humorous or emotional moment when Titanium can give you an unexpected edge by transforming an object in your life into a stronger and more durable “Titanium” version. • Samsung challenged consumers to show how great it is to enjoy and share music anytime and anywhere thanks to Samsung’s wireless Bluetooth Speakers. • Toyota engaged consumers to create a powerful, engaging story that brings to life the strong feelings and emotional connection between a Toyota and its owner(s). • The Japan Tourism Agency reached out to consumers to create an original and engaging story that shows the surprising discoveries a traveller could encounter in Japan. Six steps to successful The content creation “C generation” and the surge leadsamplification in content 03. Aim for a strong emotional reaction In As a general rule, if your contentTVto have a chance of social success, the last decade, broadcast is viewership slumped an astonishing 50%III. That is especiallyto elicit athe youngest, most coveted it should be arresting enough true for strong physical reaction from IV demographics. This ShareRank,is predictive tool andshareability found the viewer. Unruly’s audience a now online for often watching V content target mobile device . Behind a shift to amedia and the social that a on a audience’s emotional response in video consumption motivations a viewer has in mindset. While being long-time passive lays a more powerful shift behind sharing it are the highest predictor of success. Online videos which elicit powerful, positive emotions, such consumer of cultural products, news and advertising, a booming as hilarity our society wants to take a more often role in shaping segment of or exhilaration, are shared 30% moreactive others. And they XVII are remembered the mediasphere. 3 times more. «Generation C» is made-up mostly of millenials, but is more of a state of mind than an age group. It is made of people who want to express themselves, often creatively. They devour videos online, increasingly viewing long form videos (over 10 minutes) on their tabletsVI or user-generated content on their smartphonesVII. Generation C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII. 04. Seed! Don’t wait for people to discover it There is no secret sauce to “virality”. Without good distribution, even Being of a creative generation, they mark. Social videoto ads, when good content will struggle to make a are not adverse seeding uses paid distribution to relevant. But they is visible and easily they are original andensure that content don’t trust them. shareable on native content environments, where people are already discovering, watching and sharing video content. This means the right content can Consumers’ trust in traditional advertising (radio, newspapers, mafind its target audience in waning, down by an average of 23% gazines and TV) has beenenvironments where viewers are more engaged. 2009 boost viewership with the recommendations from between You canand 2012IX. Meanwhile, support of an overall media campaign to get maximum awareness. A good example is P&G’s “Thank “people I know” are trusted by 92% of consumersX. You Mom” Olympics campaign. P&G worked with leading marketing software provider, Thismoment, to create a social brand experience that allowed users to interact with their content and other fans across multiple social channels and global markets; acquiring millions of views. Any views delivered as a result of sharing activity that is not paid for are defined as ‘earned media’. This allows marketers to increase bottom line engagement and the ROI of their content marketing initiatives. #Cmarketing 8 2
  • 9. Six steps to successful content creation The and amplification “C generation” leads the surge 05. Create a consistent and shareable in content experience Common Pitfalls • Don’t obsess with “viral”. Plan for producing great content, regularly. • Don’t expect all consumers to be creative geniuses. Engage with the most talented to get quality work. • Don’t constrain your creativity with overbearing brand guide lines. Get out of your comfort zone to produce content that consumers will actually want to watch and share. • Don’t assume that your video will go viral on its own merit. Help consumers discover it with seed media spend. • Don’t let long production and bureaucratic approval processes get in the way. To capture the mood of the moment, you need to be quick, agile and responsive. According to Kitt McCurdy, Director of Account Management at ThisIn moment, creating abroadcast TV viewership slumped the content the last decade, highly interactive experience around an astoniyou create immerses the user even more into your brand. Ensuring your shing 50%III. That is especially true for the youngest, most coveted experience is optimized for audiences across all the social channels demographics.or Facebook) and is now onlineIV and often watching This audience devices (desktop, mobile, tablet) is cri(e.g. YouTube content on a mobile deviceV. Behind a spent in media consumption tical to further increasing reach and time shift on site. Finally, making it lays a more powerful shift in mindset.should be a key part of the overall easy for users to amplify your content While being long-time passive consumer Allow users to be part of the conversation about a booming strategy. of cultural products, news and advertising, your brand, segmentadvocacy by allowing users to submit their own content, proviharbor of our society wants to take a more active role in shaping de tools for sharing and use URL shorteners e.g. bit.ly to create Twitthe mediasphere. ter-friendly links. The whole point of social video is to create a piece of content that goes made-up creator’s millenials, but Waterhouse’s «Generation C» is beyond themostly of control. In David is more of a words: “When your video group. It is made of people who it as state of mind than an agestarts to get mashed-up, don’t regardwant toa mutilation, but as a sign that your one-hit-wonder is turning into soexpress themselves, often creatively. They devour videos online, mething more: an Internet meme!” increasingly viewing long form videos (over 10 minutes) on their tabletsVI or user-generated content on their smartphonesVII. Generation C is twice as likely to be a YouTube viewer than the general population and 40% more likely to be only a light TV viewerVIII. 06. Get your timing right Being of a creative generation, they are not adverse to ads, when they are original and relevant. But they don’t trust them. Timing is everything. At the conception stage, tuning into the zeitgeist Consumers’ trust in traditional advertising (radio, newspapers, maand capturing the mood of a nation, a generation or a target audience gazines and a solid foundation for viral down by an average of 23% will provide TV) has been waning, activation. At the dissemination betweenyou’ll need to be in IX. Meanwhile, at the right time in order to stage, 2009 and 2012 the right places recommendations from capitalize on the social potential of your consumersX. “people I know” are trusted by 92% of clip. You’ll need lots of views to happen fast after upload if you want to make most viewed of the day or week on YouTube or other distribution platforms. Likewise, you’ll need bloggers, micro-bloggers, and activists on aggregator sites to be blogging, tweeting, and digging your video within a short space of time if you want it to go big. That’s because, according to Unruly “a quarter of the average online branded video’s shares happens in the first three days of its launch”. The viral peak of a brand’s video campaign occurs on the second day, when the average online ad will attract one in 10 of its total shares across the social web. These shares result in additional views that are defined as ‘earned media’. It allows marketers to increase bottom line engagement and the ROI of their content marketing initiatives. #Cmarketing 9 2
  • 10. I Source: Youtube statistics II Source: The Next Web, April 9th 2013 III Source: Morgan stanley, nielsen ratings data IV Source: Comscore UK 2011. «In the UK, 81% of Internet users watch online videos». V Source: sundaysky.com quoted by Yahoo.com. «Video is a major attraction on mobile devices: 50% of tablet users and 20% of smartphone users watch video content». VI Source: Techcrunch: “Forrester notes that long-format, ad-supported video watching is growing at a rate of 32%, compared to 18% for short form”. VII Source: eMarketer VIII Source: Youtube statistics IX Source: Nielsen, global trust in advertizing and brand message, April 2012 X Source: Nielsen, global trust in advertizing and brand message, April 2012 XI Source: Ad spending CMO survey XII Source: Adap.tv XIII Source: Brightroll Author Joël Céré, Insights & Innovation Director, eYeka eYeka is the World’s biggest creative playground. We help brands and their agencies accelerate their marketing and media ROI by leveraging more relevant ideas and content from an online community of over 250,000 very creative individuals, active in over 150 countries. The “C generation” leads the surge Contributors in content Ernesto Almada, Interactive Marketing Manager, The Coca-Cola Company The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. In the last decade, broadcast TV viewership slumped an astonishing 50%III. That is especially true for the youngest, most coveted Geoffrey Pickens, Asia Pacific Area demographics. This audience is now onlineIV and often watching Segment Director, Men’s & Shave Prep, content on a mobile deviceV. Energizer Asia Pacific, Inc. consumption Behind a shift in media lays a more powerful shift in mindset. While being long-time passive Energizer Holdings, Inc (NYSE: ENR) is a consumer and company operating globally consumer of cultural products, news goods advertising, a booming in the broad categories of role in care and segment of our society wants to take a more active personal shaping household products. the mediasphere. «Generation C» is made-up mostly of Olmedo, Co-Founder, eYekaof a Alexandre millenials, but is more eYeka state of mind than an age group. Itisis the World’s biggest creative made of people who want to express themselves, often playground. They devour videos online, creatively. We help brands and their agencies accelerate increasingly viewing long form videos (over 10media ROI by leveraging their marketing and minutes) on their taVI VII blets or user-generated content relevant ideas and content from an online more on their smartphones . Generacommunity of viewer than very creative tion C is twice as likely to be a YouTube over 250,000 the general individuals, active light 150 countries. population and 40% more likely to be only a in overTV viewerVIII. Being of a creative generation, they Haraguchi, Department Director at Masaya are not adverse to ads, when they are original and relevant.Co-creationdon’t trust them. But they Room, Asatsu-DK Asatsu-DK is the 3rd largest media and communication group newspapers, matraditional advertising (radio,in Japan, with offices spanning over 40 countries. Consumers’ trust in gazines and TV) has been waning, down by an average of 23% between 2009 and 2012IX. Meanwhile, recommendations from David Waterhouse, Global “people I know” are trusted by 92% of consumersX. Head of Content and PR, Unruly Unruly is a video technology company that works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. XIV Source: eMarketer XV Source: NY Times XVI Source: Unruly XVII Source: Crowdsourcing by World’s Best Global Brands timeline, as of May 2013 Kitt McCurdy, Director of Account Management, Thismoment ThisMoment is the leading system for creating and delivering content-rich, social brand experiences. #Cmarketing 10 2