Your SlideShare is downloading. ×
Be on cannes 2013_final for stage
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Be on cannes 2013_final for stage


Published on

Update: Actual version used on stage for Cannes Lions 2013 with our CEO Rene Rechtman and Mihkel Jaatma, Founder of Realeyes. Youtube video inserted in the end...

Update: Actual version used on stage for Cannes Lions 2013 with our CEO Rene Rechtman and Mihkel Jaatma, Founder of Realeyes. Youtube video inserted in the end...

Published in: Technology

1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide
  • Remember the last award winning pre-roll?
  • Remember the last award winning pre-roll?
  • Reduced price sensitivity and creates strong sense of brand differentiation.
  • Video - Ford
  • Video – AS Roma
  • DEMO
  • LG Video
  • Data from LG report
  • Point:1. Standard doesn’t work2. Even modest emotional differences make exponential difference in breaking through
  • Emotionally stronger ads get3x higher average view to end %8x higher click through rate20x better in converting views into social actions100x quicker in attracting viewers.Source: Be On and Realeyes research based on 400 videos study, 2013
  • Understand emotions through an Impact Score
  • Transcript

    • 1. Be Emotive2005 Luca Bruno, 2013 Michael Sohn - AP
    • 2. 20,000unique videossince 20052005 2013Viral Video2005The “SocialMedia”Playbook2008BrandedEntertainment2010GenerationSocial2012Be Emotive2013
    • 3. ContentConsumption ConnectionChoiceWhy emotive?
    • 4. • Content2005 201354322009Global digital content created and sharedSource: KPCB, YouTubeYouTube hours of video uploaded per minute100755025ZB Hrs100 hrsof video uploadedto YouTube eachminute8 ZBof data per yearwill be createdby 2015
    • 5. • Content< 100 > 1mYouTube videos by number of viewsSource: Business Insider, Businessweek%30201029.6%11.4%0.3%1k – 2.5k 10k – 100k2.7%0.0001%probability userwill view yourcontent
    • 6. • Choice2000 20121,0008006004002002008Global internet connected device shipmentsSource: BI intelligence, MicrosoftUnits(millions)2004SmartphonesTabletsPersonalcomputersWearables47%multi-task onmultiplescreens
    • 7. • ChoiceShare of device page traffic on a typical work dayMobilesbrighten thecommutePCs dominateworking hoursTablets popularat nightSource: comScore, Ericsson60%of consumerswatch videoon-demandweekly
    • 8. • Consumption1.6bnMobilebroadbandconnections(43% y/y)Source: Ericsson
    • 9. • Consumption###Source: Ericsson, KPCB, Microsoft2/3Use multiplescreens150times per daya user checkstheir smartphone1.6bnMobilebroadbandconnections(43% y/y)
    • 10. • ConnectionSource: KPCB, YouTube, Facebook0 100FacebookYouTubeTwitterGoogle+LinkedInPinterestMySpaceInstagramTumblrFoursquare80Which social media do you use?%6040202011 v 20121bnunique usersvisit YouTubemonthly1.1bnglobal activeFacebook users
    • 11. • ConnectionSource: KPCBDaily number of photos uploaded and shared (accumulated)2005 2013YTD5004003002001002009Photos(millions)FacebookFlickrInstagramSnapchat530mphotosuploaded andshared daily
    • 12. ChoiceWhat does this mean to advertisers?ContentConsumption Connection
    • 13. BrandConsumerThe unwritten contract is breakingAgenciesPublishersDistributors
    • 14. ConsumerAgenciesDistributorsAd Exchanges/NetworksThe new landscapePublisherAdvertiserPublisherAdvertiserSocial ConnectionsBrand
    • 15. 4.5xhigher purchaseupliftRicher media vs simpleBrandFavourabilityPurchaseIntent2. BrandAwarenessDelta(exposedminuscontrol)Richer media delivers on branding goalsSource: Google Doubleclick15xhigher brandfavourability
    • 16. Choice over interruptionVideo formatpreference?Premium quality feel?More intrusiveformat?Positive brandsentiment?Added most value?Pre-rollPositive emotiontowards format?Format related tosearch/activity?NativeSource: Be On internal research
    • 17. 75%higher engagementamongst users whochoose to watchvideo contentvsChoiceInterruptionSource: YouTube, Neilsen, Reelseo20%higher conversionwith user initiatedvideos
    • 18. vsSource: YouTube, Neilsen, Reelseo82%Higher brand liftgenerated bynative ads,compared topre-rollNativePre-roll
    • 19. Source: Gunn Report 1992-1995, IPALes Binet & Peter Field,Marketing in the Era ofAccountability, 2007Emotional advertisingcampaigns are moreeffective and moreprofitable than rationalcampaigns - even inrational categories…“”11xmore efficientin market sharegrowthThe Gunn Report
    • 20. Emotions?
    • 21. 1800sDarwinThe Expressionof Emotions inMan andAnimals
    • 22. 1960s!EkmanFacial ActionCoding System(FACS)
    • 23. 2010s1800s 1960sCodingAutomatedFacialCodingEmotions
    • 24. CollectionGeneral globalpopulationrepresentationTrackingAutomated andframe-by-framein real-timeReportingEmotionAllsnapshot andin-depth results
    • 25. 15” to 5’content length20+categoriesEmotionAll1,000+videos tested30+countries
    • 26. AttractionHook in 8 secondsRetentionKeep the audienceImpactKahneman’s Peak-EndEngagementConnect via emotionsEmotionAll
    • 27. EmotionAllSo real it’s scary 2This video has very goodoverall performance.Better than 95% of videos.
    • 28. In-depth understandingUnited States(80.3%)United Kingdom(78.4%)CountriesEmotionAllGenderAgeIncome
    • 29. Exceptional vs Standard54,440YouTube views5Tweets8Facebook shares57,659,141YouTube views101,572Tweets1,367,366Facebook shares9480706050403020%happinessAd duration
    • 30. EngagementConnect viaemotionsAttractionHook in 8secondsRetentionKeep theaudienceImpactKahneman’sPeak-EndHow do emotions help brands break through?
    • 31. Consumers love emotional content...3xhigher averageview to end %8xhigher clickthrough rate20xbetter inconverting viewsinto socialactions100xQuicker inattractingviewersSource: Be On research
    • 32. 8%increase in BrandRecommendation7%increase inPurchase Intent14%increase in BrandFavourability...and it also creates ROI
    • 33. How to break through
    • 34. EmotionAttractionRetentionEngagementImpactEngagementSyndicationChoiceSharingEffectBrand FavorabilityPurchase intentBrand awareness+ =Creation Syndication MeasurementIntroducing the Impact Model and Score