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  • What does AtomicOnline do? AtomicOnline is a diversified online media company that develops leading consumer internet brands as well as owns and operates premium content sites. Our leading sites are SheKnows, CraveOnline, Momtastic, TheFashionSpot, and Game Revolution Our sites combined reach XXX million men, women and teens We are a leader in online video, producing over 300 webisodic videos across our sites SK is currently ranked #2 for online video views in Comscore’s community-lifestyle category
  • I’d like to show you a video we have created to give you some insight into the differences between what kind of online videos women and men are watching.
  • MediaPost survey 2009- Women spent an average of 2.9 minutes Men spent an average of 3.4 minutes 15% difference Comscore Dec 2010- 27% We can see that both men and women are spending more time watching videos Women spent 3.6 minutes Men spent 4.9 minutes
  • Women: mention of Reality TV Mention of NCAA story Men: Don’t tug at the heart strings aim for the funny bone- think about what is humorous to the segment of men you are trying to reach Don’t be afraid to relax and let your brand laugh- don’t go through scripts/story boards with an editing fine tooth comb. You will end up pulling out everything just b/c there might be a theme or joke you think might not totally align with your brand. You have to keep it authentic and genuine- it’s not going to be corporate humor! Sex Sells…. But it’s a finely tuned balance- beware about what sexual content your aligning your brand with and make sure you are not going overboard.
  • We agree that both women and men find videos through search. Women find videos within related content articles- an article about dating Men find videos through video sites and channels
  • Women like total packages including back ground info and extras relating to the video- Homestretch has video, designer interviews, family interviews, photos and related articles Men like quantity over quality. They like to have a choice of multiple videos on one page- crave video channel The environment in which women and men view video is similar to how they date: Women want to investigate all aspects of the video and story- the entire package Men just want to click

Dodge_Mike Dodge_Mike Presentation Transcript

  • Men vs. Women – The Behavioral Differences in Online Video Consumption Presented by Mike Dodge, President of AtomicOnline
  • AtomicOnline is a diversified online media company that develops leading consumer internet brands as well as owns and operates premium content sites
  • AtomicOnline User Survey
    • Focus of study:
    • How men vs. women consume content differently
    • What men vs. women value on websites
    • How men and women interact with ads differently
    4,536 Men 3,737 Women
      • Women find informative/useful articles almost 3 times more valuable than men- pie chart
      • Men value humorous videos 20% more than women- bar graph
      • When watching videos, women desire additional features like coupons, recipes, character bio’s and sweepstakes 3 times more than men
  • Q: What online content do you most value? Entertaining Video Source: AtomicOnline User Survey August 2010
  • Prefer Ads or Content that is: Funny Informative Source: AtomicOnline User Survey August 2010 Index = 100 Index = 100
  • Insight # 1 Timing is Everything
    • Compared to women, men consistently watch longer length videos online
    • Minutes Per Video 2010
    Minutes Per Video 2009 Minuets Watched Source: Comscore April 2009 Source: Comscore December 2010
  • For Women- shorter is better For Men- let it run
  • Insight # 2 Video Content Selection is More than Topic Choice – It’s About Delivering Value in an Engaging Way
  • Provide Something of Value: Women- Advice or Tips
  • Provide Something of Value: Men: Entertainment and Facts
    • How-To’s / Instructional
    • Beauty advice, home improvement, cooking series
    • Sponsorship, product placement, supplement with branded take aways
    What This Means For Marketers : Provide Video with VALUE
    • Entertainment / Facts
    • Sports highlights, movie promos, news on niche topics
    • Sponsorship, branded overlays, pre/post roll
  • Engage with Emotion or Amusement: Women: Relatable and Emotional connection
  • Engage with Emotion or Amusement: Men: Humor and/or Sex Appeal
    • Inspirational and relatable
    • Family focused, reality based, real life issues
    • Sponsor the conversation, don’t try to control it
    What this means for marketers: Engage the Audience
    • Heart String Funny bone!
    • Variety show, funny or sexy event highlights, curated U.G.C
    • Relax and let your brand laugh
    Your Ad Here
  • Insight # 3 Distribution Matters – Placement & Packaging Are Almost As Important as the Content
  • It All Begins with Search Women- Content and Context Men- Video Sites/Channels
  • It’s All About The Video Environment
    • Women- Landing Page with Complete Package
    • Men- Video Playlists
    • Provide more than just video
    • Video PROGRAM with landing page, photo, bios, polls, tips, etc
    • Extended brand engagement
    • Don’t get between a man and his video
    • Sponsor Video playlists around thematic topics
    • Keep it simple
    Key Takeaways for Marketers: Look For The Right Video Environment
    • Timing
      • Men have higher attention span for video
    • Value
      • Provide Women with tips/advice. Provide Men with entertainment/facts
    • Engagement
      • Inspire Women. Humor Men
    • Environment
      • For Women it’s the whole package. For Men keep it simple
    Summary
  • Q&A
  •