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4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
4 Expert Presentations:  How to Harness Videos for  Your Brand
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4 Expert Presentations: How to Harness Videos for Your Brand

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Presentations on Video from: L2, ComScore, Halogen, YouTube,

Presentations on Video from: L2, ComScore, Halogen, YouTube,

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  • 1. CLINIC:   Video & Celebrity!Module 1! Scott Galloway! L2 | NYU Stern! @profgalloway @L2_ThinkTank
  • 2. Hashtag:! #L2ThinkTank! Wireless Login:!Network: SternOnTheMove2! Username: L2guest! Password:!L2thinktank!
  • 3. CLINIC:  Video & Celebrity! Objective:! To gain insight intoVIDEO & CELEBRITY PLATFORMS and their role in PRESTIGE!
  • 4. The New Platform? Most Popular Popular Celebrity Fashion Magazines Facebook Pages (Global Circulation) (Number of Likes) Rihanna 41.6 M Lady Gaga 41.5 M Shakira 37.9 M Justin Bieber 33.6 M Katy Perry 32.8 M Ronaldo 31.6 M 3.0 M Cosmopolitan 2.4 M Glamour 1.8 M In Style 1.3 M Vogue 1.2 M Vanity Fair 1.1 M Allure 1.1 M Elle
  • 5. The Shift: Analog to Digital Monthly Unique Visitors NYT(Jan ‘11): 32M 5-year contract$15 million signed in 2006 Huffington (Jan ‘11): 25M 24% decline in viewership Huffington (Aug ‘05): 512K (to 5.73MM) acquisition price of $315 million Huffington Post by AOL Replaced in May 2011 estimated profit earned $18 million by Arianna
  • 6. Authenticity?
  • 7. The changing value chain Media Firm / Brand Content Consumer Platform
  • 8. The changing value chain Media Firm / Brand Content Consumer Platform
  • 9. Dan Piech! John Eaton! Rick Silvestrini!comScore, Inc. Halogen YouTubePaull Young! Ant Cauchi! Maureen Mullen! Andrea Derricks!charity: water Outside Line L2 L2
  • 10. CLINIC:   Video & Celebrity!Module 1! Dan Piech! comScore, Inc.!
  • 11. Online Video by the NumbersWhere weve come from, where were headed, and why you should care.#DanPiech, Product Manager, comScore July 2011
  • 12. 101 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH © comScore, Inc. Proprietary. 13 Source: comScore Video Metrix, June 2011
  • 13. 101 MILLION PEOPLE IN THE UNITED STATES1.3 ARE GOING TO WATCH BILLION VIDEOS © comScore, Inc. Proprietary. 14 Source: comScore Video Metrix, June 2011
  • 14. 101 MILLION PEOPLE IN THE UNITED STATES1.3 ARE GOING TO WATCH BILLION VIDEOS TODAY © comScore, Inc. Proprietary. 15 Source: comScore Video Metrix, June 2011
  • 15. 706% GROWTH SINCE 2006 © comScore, Inc. Proprietary. 16 Source: comScore Video Metrix, June 2011
  • 16. AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM! ACTION ITEMS © comScore, Inc. Proprietary. 17 Icon Source: Dale Morrell, 19eighty7.com
  • 17. AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 18 Icon Source: Dale Morrell, 19eighty7.com
  • 18. 1985: The Internet is Text-Based 1985 © comScore, Inc. Proprietary. 19
  • 19. 1995: The Internet becomes HTML-based 1995 © comScore, Inc. Proprietary. 20 Source: archive.org
  • 20. HTML increases Internet penetration Total Internet Users (MM)220200180160140120100 80 60 40 20 0 JAN 1999 June 2011 © comScore, Inc. Proprietary. 21 Source: comScore Media Metrix June 2011
  • 21. 2000: Dial-up connections stifle online video growth 2000 56 kbps © comScore, Inc. Proprietary. 22
  • 22. 2000-2006: Explosion of Broadband Connectivity Broadband Penetration100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% © comScore, Inc. Proprietary. 23 Source: comScore Media Metrix June 2011
  • 23. 2006: Video Reaches the Big Stage 2006 <embed src=“video.swf”> © comScore, Inc. Proprietary. 24
  • 24. 2006: Online Video Viewership Nearly Doubles180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000 0 Jan 06 Mar 06 May Jul 06 Sep 06 Nov 06 Jan 07 Mar 07 May Jul 07 Sep 07 Nov 07 Jan 08 Mar 08 May Jul 08 Sep 08 Nov 08 Jan 09 Mar 09 May Jul 09 Sep 09 Nov 09 Jan 10 Mar 10 May Jul 10 Sep 10 Nov 10 09 10 JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011 © comScore, Inc. Proprietary. 25 Source: comScore Video Metrix
  • 25. 2006: Beginning to Monetize 2006 $324 MILLION (ad spend) 63 BILLION VIDEOS © comScore, Inc. Proprietary. 26 Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010
  • 26. Premium video content achieves scale en-masse 2009 <video> © comScore, Inc. Proprietary. 27
  • 27. 2009: The late majority become video viewers180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000 0 Jan 06 Mar 06 May Jul 06 Sep 06 Nov 06 Jan 07 Mar 07 May Jul 07 Sep 07 Nov 07 Jan 08 Mar 08 May Jul 08 Sep 08 Nov 08 Jan 09 Mar 09 May Jul 09 Sep 09 Nov 09 Jan 10 Mar 10 May Jul 10 Sep 10 Nov 10 09 10 JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011 © comScore, Inc. Proprietary. 28 Source: comScore Video Metrix
  • 28. Crossing the Chasm analogy as it applies to Online Video © comScore, Inc. Proprietary. 29 Concept Source: Crossing the Chasm by Geoffrey Moore; Image Source: Craig Chelius
  • 29. 2006 was the year of the early majority, 2009 the late majority180,000160,000140,000120,000100,000 80,000 60,000 40,000 EARLY LATE MAJORITY MAJORITY 20,000 0 Jan 06 Mar 06 May Jul 06 Sep 06 Nov 06 Jan 07 Mar 07 May Jul 07 Sep 07 Nov 07 Jan 08 Mar 08 May Jul 08 Sep 08 Nov 08 Jan 09 Mar 09 May Jul 09 Sep 09 Nov 09 Jan 10 Mar 10 May Jul 10 Sep 10 Nov 10 09 10 JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011 © comScore, Inc. Proprietary. 30 Source: comScore Video Metrix
  • 30. 2010: Video is the fastest growing online ad format 2010$1,440 MILLION (ad spend) 441 BILLION VIDEOS © comScore, Inc. Proprietary. 31 Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010
  • 31. Online video is by far and away the fastest growing Internet segment 2006 – 2010 $ Ad Spend: +344% # Videos: +600% © comScore, Inc. Proprietary. 32
  • 32. Online Video’s Paradigm Shift 2000 = An Occasionally Viewed Medium for Peripheral, Low-Quality Media Consumption 2011 = A Regularly Targeted Medium for Engaged, High-Quality Media Consumption © comScore, Inc. Proprietary. 33
  • 33. Online video is now a significant aspect of our online lives TODAY NUMBER OF VIEWERS per month 183MM % OF INTERNET AUDIENCE 86% VIDEOS VIEWED per month 39B VIDEOS PER PERSON per month 211 VIEWING TIME PER PERSON per month 16 hr © comScore, Inc. Proprietary. 34 Source: comScore Video Metrix, June 2011
  • 34. China and the US lead the way with scale 300 Unique Viewers by Country (MILLIONS) 250Unique Viewers per month 200 150 100 50 0 New Zealand China US Japan France Russia Brazil UK Canada Spain Italy Mexico Argentina Australia Malaysia Chile Hong Kong Singapore India Turkey Germany © comScore, Inc. Proprietary. 35 Source: comScore Video Metrix, April 2011
  • 35. Canada has the most active video viewing population 200 180 Monthly Videos per Viewer by Country 160Videos per viewer per month 140 120 100 80 60 40 20 0 New Zealand Canada US Japan UK Spain Hong Kong France Italy Singapore Mexico Australia Chile Argentina Brazil Russia Malaysia India Turkey Germany © comScore, Inc. Proprietary. 36 Source: comScore Video Metrix, April 2011
  • 36. AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 37 Icon Source: Dale Morrell, 19eighty7.com
  • 37. All ages consume online video Percentage of Internet Audience that View Video 100 89.43 87.17 86.31 90 85.92 85.51 84.61 85.19 80 70Percent per month 60 50 40 30 20 10 0 12-17 18-24 25-34 35-44 45-54 55-64 65+ © comScore, Inc. Proprietary. 38 Source: comScore Video Metrix, June 2011
  • 38. 18-34 Year-olds are heaviest consumers of online video 350 325 Monthly Videos Per Viewer 300 269 250 240Videos per viewer per month 211 200 179 150 140 119 100 50 0 12-17 18-24 25-34 35-44 45-54 55-64 65+ © comScore, Inc. Proprietary. 39 Source: comScore Video Metrix, June 2011
  • 39. Men and women are equally likely to have watched online video Percent of Viewers 49.7% Male 50.3% Female 48% 52% 42% 58% © comScore, Inc. Proprietary. 40 Source: comScore Video Metrix, June 2011
  • 40. Men watch 1.7x as many videos online as women Video Views 38% Male Female 63% 48% 52% 42% 58% © comScore, Inc. Proprietary. 41 Source: comScore Video Metrix, June 2011
  • 41. Men account for more than 2/3rds of the time spent viewing online Time Spent Viewing 31% Male Female 69% 48% 52% 42% 58% © comScore, Inc. Proprietary. 42 Source: comScore Video Metrix, June 2011
  • 42. Wealthy households consume more online video Videos per Viewer by Household Income 250 227 218 211 202 209 199 200Videos per viewer per month 150 100 50 0 $15k-$24k $25k-$39k $40k-$59k $60k-$74k $75k-$99k $100k + © comScore, Inc. Proprietary. 43 Source: comScore Video Metrix, June 2011
  • 43. AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 44 Icon Source: Dale Morrell, 19eighty7.com
  • 44. Where are viewers watching content videos? Total Unique Web Property Viewers (000) (of content videos) Google Sites 149,281 VEVO 63,003 Yahoo! Sites 52,665 Microsoft Sites 50,663 Viacom Digital 49,493 Facebook.com 47,687 AOL, Inc. 43,915 Turner Digital 30,063 Hulu 26,701 NBC Universal 19,602 © comScore, Inc. Proprietary. 45 Source: comScore Video Metrix, June 2011
  • 45. Duration moves upwards as long-form TV content moves online 180 Total US Viewing Duration +162% 160 140 Billions of Minutes 120 100 80 60 40 20 0 Mar-09 May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 © comScore, Inc. Proprietary. 46 Source: comScore Video Metrix
  • 46. Viewing of long-form TV content online doubled from 2009-2010 2009-2010 Yearly growth among long-form TV programming sites Videos Viewed Videos per Viewer 104% 75% increase increase © comScore, Inc. Proprietary. 47 Source: comScore Video Metrix, Dec 2009 – Dec 2010
  • 47. 8% of long-form TV websites’ viewers view video on any given day Average percent of a long-form TV site’s viewers that view videos on any given day 4% 2009 8% 2010 © comScore, Inc. Proprietary. 48 Source: comScore Video Metrix, Dec 2009 – Dec 2010
  • 48. How the new TV audience tunes in: by platform Online-Only Cross Platform Viewers 0 29% 0% TV Viewers 6% Cross Platform Viewers 24% Online-Only TV-Only Viewers TV Viewers 70% 6% © comScore, Inc. Proprietary. 49 Survey conducted by comScore in August, 2010 Sample Size: 2053
  • 49. Platform viewing by age: TV + Online Online18-24 TV Only 57% 35% 8%25-34 55% 36% 9%35-49 75% 20% 5% © comScore, Inc. Proprietary. 50
  • 50. AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 51 Icon Source: Dale Morrell, 19eighty7.com
  • 51. The average online viewer is reached 35 times a month by video ads5.2 Billion video ad impressions per month2.2 Billion video ad minutes per month148 Million viewers exposed to video ads 35 video ads per person per month © comScore, Inc. Proprietary. 52 Source: comScore Video Metrix, June 2011
  • 52. The ad market is growing, but has room for more 21 % Growth YOY video ad impressions per month 22 % Growth video ad minutes per month YOY 8 % Growth viewers exposed to video ads YOY 13 % Growth video ads per person per month YOY © comScore, Inc. Proprietary. 53 Source: comScore Video Metrix, June 2011
  • 53. Online video advertising reaches half of the total US population 81% video viewers 70% total web 48% total US Population © comScore, Inc. Proprietary. 54 Source: comScore Video Metrix, June 2011
  • 54. Only 1.3% of time spent viewing video online is spent watching ads All Online Video Television 1.3% Ads Content 25% 98.7% 75% 1.3% of time spent viewing video online is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 55 Source: comScore Video Metrix, June 2011
  • 55. Television is far more monetized than online video Entertainment Sites Television 3% Ads Content 25% 75% 97% 3.1% of time spent viewing video online on entertainment sites is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 56 Source: comScore Video Metrix, June 2011
  • 56. There is significantly less clutter in the online world Long-Form Premium TV-content Television 8.1% Ads Content 25% 91.9% 75% 8.1% of time spent viewing video online on long-form premium TV content is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. 57 Source: comScore Video Metrix, June 2011
  • 57. AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM ACTION ITEMS © comScore, Inc. Proprietary. 58 Icon Source: Dale Morrell, 19eighty7.com
  • 58. Online viewers are more receptive to advertising How would you rate the commercials you see when watching original TV shows on ONLINE vs. TV? Online  Ra:ng   TV  Ra:ng   Commercials  make  me  think  favorably  about  the  brand  being   31.2%   adver:sed   18.7%   29.8%    Commercials  are  relevant  to  me   18.6%   30.1%   Commercials  are  memorable   21.8%    The  commercials  interfere  with  my  show  viewing   32.1%   32.0%    I  enjoy  watching  the  commercials   19.5%   34.3%    Commercials  are  annoying   25.6%   35.8%   Commercials  are  interes:ng   22.0%   © comScore, Inc. Proprietary. 59 Source: comScore TV Everywhere Survey | n = 1825
  • 59. Online viewers can easily and immediately pursue a brand further What are the reasons you visited an advertiser’s website while watching a show online? A video commercial played during the show A product that you noticed in the program A video commercial played before the show A text or image-based commercial surrounding the video player Other 0 10 20 30 40 50 60 Percentage of respondents © comScore, Inc. Proprietary. 60 Source: comScore TV Survey, 2010
  • 60. Nearly 100% of online spenders are video viewers Non-Video Viewers 4% Video Viewers 96% © comScore, Inc. Proprietary. 61 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
  • 61. Video viewers spend more online comScore Online Buying Power Index 170 180 145 136 160 115 140 100 120 100 80 60 40 20 0 All Internet All Video Video Ad Earned Media Premium Long- Users Viewers Networks & Social Video Format Video © comScore, Inc. Proprietary. 62 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
  • 62. Cross-platform viewers are 21% more likely to have $100k+ HHI $ Cross-platform viewers are 21% more likely to have $100,000+ household incomes than television-only viewers TV Only Viewers Cross-Platform Viewers 11.7 14.2 Household Income < $100k > $100k 88.3 85.8 © comScore, Inc. Proprietary. 63 comScore cross-media survey, May, 2011
  • 63. Video is social, interactive, lean forward… Note the clichéd clip-art graphics © comScore, Inc. Proprietary. 64
  • 64. 1 in 3 video viewers comment © comScore, Inc. Proprietary. 65
  • 65. 2 in 5 upload videos© comScore, Inc. Proprietary. 66
  • 66. 1 in 2 regularly share videos © comScore, Inc. Proprietary. 67
  • 67. More than 1 in 2 view online video with others © comScore, Inc. Proprietary. 68
  • 68. Among 18-34’s, more than 2 in 3 view with others © comScore, Inc. Proprietary. 69
  • 69. AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM! ACTION ITEMS © comScore, Inc. Proprietary. 70 Icon Source: Dale Morrell, 19eighty7.com
  • 70. The market has plenty of room to grow! Ad Spending (MM) Streams (MM) $6,000 500000 $5,202 450000 440,692 $5,000 400000 350000 $4,000 $3,844 300000 260,049 $2,858 $3,000 250000 200000 $1,966 $2,000 142,254 150000 $1,440 102,141 $1,029 100000 $1,000 $734 63,515 $324 $410 50000 $135 $225 $40 $55 $85 $0 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 © comScore, Inc. Proprietary. 71 Source: comScore Video Metrix, December 2010 and eMarketer, December 2009
  • 71. Action Plan:  Put together a video action plan with discrete goals –  Is your goal to… Increase website/microsite visits? Improve brand opinion? Introduce a brand message to a larger audience or a more niche audience? Drive direct online or offline purchase behavior? The technology infrastructure of the Internet affords these opportunities to you  Determine where and how your target audience is consuming video  Keep your mind open to using the new opportunities online video affords: –  Using a YouTube Partner as a brand advocate –  Developing branded content that spurs conversation –  Cross pollinating your social media campaigns with video  Use the many resources and measurement companies available to determine if your goals have been met –  Most any goal can be easily and discretely measured © comScore, Inc. Proprietary. 72
  • 72. This is NOT TV! © comScore, Inc. Proprietary. 73
  • 73. This is Online Video! © comScore, Inc. Proprietary. 74
  • 74. Thank you!#DanPiech | dpiech@comscore.com
  • 75. 5Tiffany & Co. True Love Grows 252,921 views
  • 76. Tiffany & Co. – True Love Grows http://www.youtube.com/user/OfficialTiffanyAndCo? v=T4jBlJV9SzU&feature=pyv&ad=11699728557&kw=tiff any%20%26%20co
  • 77. CLINIC:   Video & Celebrity!Module 1! John Eaton! Halogen!
  • 78. seeding video viainfluencer networksjohn eaton, halogen
  • 79. Introduction
  • 80. video is themost engaging…most shareable…most desired…content on the web halogen
  • 81. Introducing video assets andextension experiences of yourvideo into a variety of networksexponentially expands thepossibilities for your video andits objectives. halogen
  • 82. With a trans-media alternate reality gameAudi of America generated 250k test drives. halogen
  • 83. ASSUMPTION #1Brand Objective: Through online videoengagement build & grow thebrand status while drivingconsumer aspiration. halogen
  • 84. ASSUMPTION #2 Brand Achievements: As brand marketers you want the best connection (right people) towards the most complete engagement.VIEWS, RE-WATCH, PASS-ALONG, EMBEDS, INTEREST, AFFINITY, PURCHASE INTENT, LOYALTY halogen
  • 85. ASSUMPTION #3Creative AssetsAs a prestige brand you havehigh quality video content and/or the resources to create newvideo content. halogen
  • 86. halogen
  • 87. ASSERTION #1It’s not just PRThe cultivation, inspiration andmanagement of multiple over-lapping networks, through theirinfluencers, to drive action in theiraudiences. halogen
  • 88. ASSERTION #2How to think about celebsAs potentially valuable assets forthe brand, the brand influencers,and the audiences they engagewith. halogen
  • 89. Back in the day…A single radio station coulddetermine the success or failureof a new song. halogen
  • 90. Today…Independent bloggers like HarryKnowles at Ain’t It Cool Newsuse the web to influencehundreds of thousands. halogen
  • 91. Influence
  • 92. Why does influence matter?Influencers can motivate consumers in an authentic,credible, and amplifying way that brands cannot.They create a great context for brands to connect. halogen
  • 93. Within their networks, influencers ARE the celebrities. halogen
  • 94. In the end, everyone is an influencer. An email to 8 friends… halogen
  • 95. …leads to 1.7MM views halogen
  • 96. The greater value of theinfluencer is their ability toactivate the members oftheir community. The valueto the brand of thatinfluencer is the qualitativevalue and reach of themembers of that community halogen
  • 97. Seeding Video via Influencer NetworksInfluencer networks are anintegrated element in a brandmarketers video distribution plan. Which is in turn part of a broaderdigital engagement strategy for thebrand and its consumers. halogen
  • 98. The Influencer Plan Playbook1.  Develop the base plan2.  Identify YOUR target influencers3.  Create content, programs & extensions4.  Explore unconventional add-ons5.  Re-engage, re-fuel6.  Track & measure halogen
  • 99. Start with the PEO approach PAID EARNED Launch & 3rd Party Activity Spikes Advocacy + Sharing BRAND" ENGAGEMENT OWNED Brand Authority + Extended Engagement halogen
  • 100. Understanding the weighting in PEOPaid delivers scale"Earned drives conversation"Owned is where to close" PAID EARNED OWNED halogen
  • 101. Know the Influencer9 Creators As curators, they are the promoters, the advocates. Those who define to their 99 Curators followings what to engage with. They are the source that defines what their community checks out, interacts with,999 Consumers subscribes to, buys. halogen
  • 102. “Influence isn’t about popularity. Oreven reach. It’s about the trust, authorityand presence to drive relevant actionswithin your community that createsomething of substance.” Amber Naslund, Radian6 halogen
  • 103. And net left with the to theseLearnawhat’s important influencersCastyou’rewider than the target groupsThen remove the unwanted targets Dog Diet Eukanuba Doggie Feeding Daycare TrendsThe DogWhisperer German Shepherd Collie Dog Invisible Training Fences Golden Alsatian Retriever Dog Hip PetCo & Grooming Dysplasia PetSmart Kennels halogen
  • 104. “Word of mouth diffusion can only beharnessed reliably by targeting largernumbers of potential influencers,thereby capturing average effects.” Duncan Watts, Yahoo halogen
  • 105. Find candidate influencers & communitiesLabor intensive, but high reward halogen
  • 106. In summary Influencers have their reachAnd they are connected to other communities Who are in turn connected to othersFrom which a subject-specific network is built halogen
  • 107. Content
  • 108. Content is the keyto successIn our fragmented on-the-go media spacecontent (video, apps,games, etc.) is to beeasy, quick, portable,shareable. halogen
  • 109. Content is king9MM views 6MM views 1.4MM viewsEach of these videos, and all other high valuesuccesses, are stories that are a mix of brandrelevance and target resonance. halogen
  • 110. halogen
  • 111. halogen
  • 112. halogen
  • 113. compelling outrageous hilarious“Viral” is a bonus that can’t be sexyplanned for or purchased controversialAsk yourself, Is your content… novel celebrity catchy shareable halogen
  • 114. Pepsi nails it with Bob’s HouseThe ad generated hundreds ofdiscussions within the online deaf andhearing communities and spawned aseries of “thank you” messages. halogen
  • 115. halogen
  • 116. Content & Consumers are unpredictableYet consumers are constantly inspired—they arepredisposed to create, mash-up, re-imagine andthen share with the world. halogen
  • 117. halogen
  • 118. The nature of video canbe many things.Peter Jackson Video Blog for“The Hobbit” movieDirector and studio build anticipation forthe new film by giving passionate fanspre-release access and involvement 436,337 views since April 14, 20115,000 likes$2.95B"worldwide box office "for LOTR films halogen
  • 119. Case Study: Peter JacksonOther destinationsdrive to “The Hobbit”site based on newsand contest postedthere. halogen
  • 120. SeedingRemember, and you MUST emphasizethis—Seeding can only succeed with wellidentified and highly managed influencerswho are provided with premium quality,relevant content.
  • 121. Approach to seedingPersonal outreach Base activation kitOne-to-one relationship Story propositionCustomized outreach Core assetsPeriodic use (not consecutive) Product materials / samplesProgram extensions Influencer exclusivesBrand engagements One-to-one relationshipContest or sweepstakes Customized outreachUGC challenge Periodic use (not consecutive) halogen
  • 122. Manage the seedingIt wasn’t actually a tweetthat drew people to JohnFrieda’s website, butrather an online couponcampaign. halogen
  • 123. Manage the seedingThe collection of socialmedia endorsementsamong highly influentialplayers actually paid off,[helping] Living Social sell1.3 million Amazonvouchers. halogen
  • 124. CASE STUDYTell to WinRandom house booklaunch by first time author.Diverse influencercommunities:Narrative & StorytellingEducationEntrepreneurshipNew Media & Technology Media Industry SportsEstablished authorsFull spectrum ofsupporters:CelebritiesNiche CelebritiesInfluencers (power middle)Advocates halogen
  • 125. CASE STUDYTell to WinInfluencers participatedon every level – tweets,videos, blog posts, emailblasts, public speakingevents, product reviews,contests, Facebook, etc.The total marketing mixresulted in #1 book in thecountry not a celebrityendorsement—but it isCelebrity used as aninfluencer Network—nota single high-endEndorsement halogen
  • 126. CASE STUDYTell to Win HIGH INFLUENCER!Results POWER MIDDLE!20MM earned media audience2,000 new inbound links in 6 wks ADVOCATES!SEO: 100% positive brand ownership "of the 1st page google search results100K clicks through earned media "assets in 6 weeks2,000 pre-order sales = 2% " Tony Robbins Mark Victor Hansen Life is Good Keith Ferrazziconversion rate Bill Zanker Learning Annex Matt Morris Stephen Denning NBA Facebook Nancy Traversy Burrus Karen Salmansohn Gareb Shamus Jodi Guber Goldsmith Steve Bornstein Frisco Roughriders Mark Goulston Dayton Dragons Oklahoma City Redhawks Bob Dowling Maloney Tribeca Films UCLA Katalina Groh Cooper Staten Island Yankees Kay Dowgun Nick Nanton Robert Dickman Misner Teri Schwartz Bennet Mark Burnett Ken Rutkowski Sarah Bourke Scranton Yankees Eerie Baseball halogen
  • 127. On celebrity
  • 128. “In other words, reaching a largenumber of more ordinary Joes andJanes with a message might bemore effective than trying to tap intoBieber fever.” Matt Creamer, Ad Age halogen
  • 129. People will become confused and perhapsresentful at the unqualified recommendationsthat start filling their social media dashboards.They might not be so blasé about learning thattheir favorite celebrity has rented out theirpersonal stream to some marketer who workshard to get the 140 character cadence of theceleb just right.John Bell, The Digital Influence Mapping Project halogen
  • 130. Influence does not succeed fromone source but an aggregate ofsources.Celebrities should be leveraged asa spoke on the greater digitalmarketing plan wheel. halogen
  • 131. Conclusion
  • 132. thank youlet the discussion ensue halogen
  • 133. 4Chanel COCO MADEMOISELLE 689,266 views
  • 134. Chanel – COCO MADEMOISELLE - THEFILM - 320" full version http://www.youtube.com/user/CHANEL
  • 135. Chanel Integrates Video Across Platforms YouTube Total “Video Views” Per Day: Chanel (January 1, 2011 – July 19, 2011) 140,000 120,000 116,625 30 and 60 second spots 100,000 debut on national television 80,000 60,000 40,000 20,000 0 1/2/2015 2/2/2015 3/2/2015 4/2/2015 5/2/2015 6/2/2015 7/2/2015 Takeaway: Exposure to COCO MADEMOISELLE on Facebook, Chanel.com and national television dramatically increased views on YouTube
  • 136. CLINIC:   Video & Celebrity!Module 1! Rick Silvestrini! YouTube!
  • 137. Video Strategies:YouTube as a Marketing PlatformRick Silvestrini, Product Manager; YouTube
  • 138. People are here to discover something newThey are attentive, receptive and open-minded
  • 139. With more than 500M visitors is the world’s #1 entertainment destinationSources:  comScore  VideoMetrix  
  • 140. UseWe use Facebook to scheduleyou already know. Facebook to talk to the people the protests, Twitter Useto coordinate,word YouTube to tell the world… Twitter to the and out in real time. Use YouTube to broadcast your story to the world. — Activist in Cairo, Egypt, March 2011 — Rick Silvestrini, Mountain View, CA, July 2011Source:  hOp://www.miller-­‐mccune.com/poli:cs/the-­‐cascading-­‐effects-­‐of-­‐the-­‐arab-­‐spring-­‐28575/  
  • 141. Reaching light TV viewers throughout the day 60 Daily Reach of light TV viewers (less than 16hrs of TV per week) 50 40 30 Daily reach in % 20 10 Online TV 0 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5 am Breakfast Coffee Daytime Pre Peak Early Peak Late Peak Post PeakSource: YouTube Media Consumption StudyLight TV Viewers = 0-16 hrs TV per week, n=213
  • 142. Online ads have 1.8x aided recall of TV % of Sample Who Correctly Identified Brand Seen in a Video Ad TV Online 50% 38% 28% 25% Aided Recall Unaided Recall 145Source:YuMe Study ‘Advertising Attention in the Wild – Comparison of Online and Television Video Advertising,” May 2011
  • 143. My favorite video…
  • 144. Heineken •  Launched with 30 second TV spots •  Introduced 90 second full version with YouTube masthead •  Provided additional character stories on YouTube •  Coordinated Social Media efforts
  • 145. Successful programming techniques •  45 seconds – 2 minutes long •  Full meta-data included (entire script sometimes) •  Dozens – hundreds of uploads •  Upload in bursts •  Drop users into a teaser video that leads to other content •  Structured organized content (playlists) •  Call to action at key points and at the end of the video
  • 146. Conversions
  • 147. IBM – organic conversions •  Examined search behavior of target market •  Built content with SEO in mind •  Provided click-through links to conversion pages
  • 148. Live Streaming
  • 149. 400,000 went to Woodstock
  • 150. Bonnaroo  2010  Live   4.3  million  went  to  Bonnaroo  via  YouTube  
  • 151. Engaged Viewershiptruly interactive and social viewing environment polling / Q&A audience input fuels the live content dynamic social feeds integrates with Facebook & Twitter real time comments & chat engaging conversation during live viewing event
  • 152. Premium Content Eventsexpanded Live programming focused on… music entertainment & industry events sports
  • 153. Lady Gaga, genius marketer powered by video
  • 154. Lady Gaga, genius marketer powered by video Vevo video premier Live Stream from Best Buy Ad for Google Chrome Answering Fans’ QuestionsFirst to 1B views on YouTube56M ‘Born This Way’ music video views on YouTube1.1M albums sold in 1 week
  • 155. The End – Questions?silvestrini@google.com  
  • 156. 3Armani Megan Fox Underwear 1,389,023 views
  • 157. Armani – Megan Fox for Emporio ArmaniUnderwear and Armani Jeans [teaser] http://www.youtube.com/user/Armani#p/c/ DC227D63FCE7D696/21/gre_Ic5PaJg
  • 158. Megan Fox Spikes Armani’s Views YouTube Total “Video Views” Per Day: Armani (January 1, 2011 – July 19, 2011) Debut: Megan Fox for Emporio Armani Underwear and Armani Jeans [teaser]800,000700,000 661, 784600,000500,000400,000 1,389,023 Total Views to Date300,000200,000100,000 0 1/2/2015 2/2/2015 3/2/2015 4/2/2015 5/2/2015 6/2/2015 7/2/2015 Takeaway: Choosing the right celebrity can attract a lot of attention on the brand channel

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