CLINIC:	      Video & Celebrity!Module 1!                  Scott Galloway!                           L2 | NYU Stern!      ...
Hashtag:!    #L2ThinkTank!    Wireless Login:!Network: SternOnTheMove2!    Username: L2guest!  Password:!L2thinktank!
CLINIC:	  Video & Celebrity!              Objective:!              To gain insight intoVIDEO & CELEBRITY   PLATFORMS      ...
The New Platform?     Most Popular                          Popular Celebrity   Fashion Magazines                       Fa...
The Shift: Analog to Digital                                          Monthly Unique Visitors                             ...
Authenticity?
The changing value chain                       Media Firm /  Brand      Content                  Consumer                 ...
The changing value chain                       Media Firm /  Brand      Content                  Consumer                 ...
Dan Piech!      John Eaton!    Rick Silvestrini!comScore, Inc.     Halogen          YouTubePaull Young!     Ant Cauchi!   ...
CLINIC:	      Video & Celebrity!Module 1!                         Dan Piech!                             comScore, Inc.!
Online Video by the NumbersWhere weve come from, where were headed, and why you should care.#DanPiech, Product Manager, co...
101                      MILLION PEOPLE                                                               IN THE UNITED STATES...
101                      MILLION PEOPLE                                                               IN THE UNITED STATES...
101                      MILLION PEOPLE                                                               IN THE UNITED STATES...
706%                                          GROWTH        SINCE 2006 © comScore, Inc.   Proprietary.   16   Source: comS...
AGENDA    WHERE WE’VE COME FROM    CHARACTERISTICS OF THE VIDEO AUDIENCE    WHAT WE’RE WATCHING    THE VIDEO AD UNIVERSE  ...
AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS ...
1985: The Internet is Text-Based                              1985                © comScore, Inc.   Proprietary.   19
1995: The Internet becomes HTML-based                             1995               © comScore, Inc.   Proprietary.   20 ...
HTML increases Internet penetration                                           Total Internet Users (MM)2202001801601401201...
2000: Dial-up connections stifle online video growth                              2000                                    ...
2000-2006: Explosion of Broadband Connectivity                                         Broadband Penetration100% 90% 80% 7...
2006: Video Reaches the Big Stage                             2006                                             <embed src=...
2006: Online Video Viewership Nearly Doubles180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000     0         ...
2006: Beginning to Monetize                             2006  $324 MILLION                                                ...
Premium video content achieves scale en-masse                             2009                                            ...
2009: The late majority become video viewers180,000160,000140,000120,000100,000 80,000 60,000 40,000 20,000     0         ...
Crossing the Chasm analogy as it applies to Online Video                © comScore, Inc.   Proprietary.   29   Concept Sou...
2006 was the year of the early majority, 2009 the late majority180,000160,000140,000120,000100,000 80,000 60,000 40,000   ...
2010: Video is the fastest growing online ad format                              2010$1,440 MILLION                       ...
Online video is by far and away the fastest growing Internet segment    2006 – 2010    $ Ad Spend: +344%            # Vide...
Online Video’s Paradigm Shift 2000 =                                            An Occasionally Viewed Medium for         ...
Online video is now a significant aspect of our online lives                TODAY       NUMBER OF VIEWERS                 ...
China and the US lead the way with scale                           300                                                    ...
Canada has the most active video viewing population                              200                              180     ...
AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS ...
All ages consume online video                                  Percentage of Internet Audience that View Video            ...
18-34 Year-olds are heaviest consumers of online video                               350                  325             ...
Men and women are equally likely to have watched online video                                                            P...
Men watch 1.7x as many videos online as women                                                         Video Views         ...
Men account for more than 2/3rds of the time spent viewing online                                                         ...
Wealthy households consume more online video                                               Videos per Viewer by Household ...
AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS ...
Where are viewers watching content videos?                                                          Total Unique     Web P...
Duration moves upwards as long-form TV content moves online                       180                                     ...
Viewing of long-form TV content online doubled from 2009-2010              2009-2010 Yearly growth among long-form TV     ...
8% of long-form TV websites’ viewers view video on any given day             Average percent of a long-form TV site’s view...
How the new TV audience tunes in: by platform                                 Online-Only              Cross Platform View...
Platform viewing by age:                                                             TV + Online     Online18-24          ...
AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS ...
The average online viewer is reached 35 times a month by video ads5.2          Billion              video ad impressions p...
The ad market is growing, but has room for more   21        % Growth YOY              video ad impressions per month   22 ...
Online video advertising reaches half of the total US population                                                   81% vid...
Only 1.3% of time spent viewing video online is spent watching ads        All Online Video                                ...
Television is far more monetized than online video       Entertainment Sites                                              ...
There is significantly less clutter in the online world Long-Form Premium TV-content                                      ...
AGENDA WHERE WE’VE COME FROM CHARACTERISTICS OF THE VIDEO AUDIENCE WHAT WE’RE WATCHING THE VIDEO AD UNIVERSE WHY VIDEO IS ...
Online viewers are more receptive to advertising                    How would you rate the commercials you see when       ...
Online viewers can easily and immediately pursue a brand further        What are the reasons you visited an advertiser’s w...
Nearly 100% of online spenders are video viewers                    Non-Video                     Viewers                 ...
Video viewers spend more online                                 comScore Online Buying Power Index                        ...
Cross-platform viewers are 21% more likely to have $100k+ HHI                                                   $   Cross-...
Video is social, interactive, lean forward…                  Note the clichéd clip-art graphics          © comScore, Inc. ...
1 in 3 video viewers comment   © comScore, Inc.   Proprietary.   65
2 in 5 upload videos© comScore, Inc.   Proprietary.   66
1 in 2 regularly share videos   © comScore, Inc.   Proprietary.   67
More than 1 in 2 view online video with others           © comScore, Inc.   Proprietary.   68
Among 18-34’s, more than 2 in 3 view with others            © comScore, Inc.   Proprietary.   69
AGENDA    WHERE WE’VE COME FROM    CHARACTERISTICS OF THE VIDEO AUDIENCE    WHAT WE’RE WATCHING    THE VIDEO AD UNIVERSE  ...
The market has plenty of room to grow!                                                             Ad Spending (MM)       ...
Action Plan:  Put together a video action plan with discrete goals  –  Is your goal to…    Increase website/microsite vis...
This is NOT TV!                  © comScore, Inc.   Proprietary.   73
This is Online Video!                © comScore, Inc.   Proprietary.   74
Thank you!#DanPiech | dpiech@comscore.com
5Tiffany & Co.     True Love Grows       252,921 views
Tiffany & Co. – True Love Grows http://www.youtube.com/user/OfficialTiffanyAndCo? v=T4jBlJV9SzU&feature=pyv&ad=11699728557...
CLINIC:	      Video & Celebrity!Module 1!                         John Eaton!                                Halogen!
seeding video viainfluencer networksjohn eaton, halogen
Introduction
video is themost engaging…most shareable…most desired…content on the web                      halogen
Introducing video assets andextension experiences of yourvideo into a variety of networksexponentially expands thepossibil...
With a trans-media alternate reality gameAudi of America generated 250k test drives.                                      ...
ASSUMPTION #1Brand Objective: Through online videoengagement build & grow thebrand status while drivingconsumer aspiration...
ASSUMPTION #2                Brand Achievements:                 As brand marketers you want                the best conne...
ASSUMPTION #3Creative AssetsAs a prestige brand you havehigh quality video content and/or the resources to create newvideo...
halogen
ASSERTION #1It’s not just PRThe cultivation, inspiration andmanagement of multiple over-lapping networks, through theirinfl...
ASSERTION #2How to think about celebsAs potentially valuable assets forthe brand, the brand influencers,and the audiences t...
Back in the day…A single radio station coulddetermine the success or failureof a new song.                                ...
Today…Independent bloggers like HarryKnowles at Ain’t It Cool Newsuse the web to influencehundreds of thousands.           ...
Influence
Why does influence matter?Influencers can motivate consumers in an authentic,credible, and amplifying way that brands cannot...
Within their networks, influencers ARE the celebrities.                                                  halogen
In the end, everyone is an influencer.      An email to 8 friends…                                   halogen
…leads to 1.7MM views                         halogen
The greater value of theinfluencer is their ability toactivate the members oftheir community. The valueto the brand of that...
Seeding Video via Influencer NetworksInfluencer networks are anintegrated element in a brandmarketers video distribution pla...
The Influencer Plan Playbook1.  Develop the base plan2.  Identify YOUR target influencers3.  Create content, programs & exte...
Start with the PEO approach   PAID                               EARNED   Launch &                             3rd Party A...
Understanding the weighting in PEOPaid delivers scale"Earned drives conversation"Owned is where to close"                 ...
Know the Influencer9 Creators                   As curators, they are the                   promoters, the advocates.      ...
“Influence isn’t about popularity. Oreven reach. It’s about the trust, authorityand presence to drive relevant actionswithi...
And net left with the to theseLearnawhat’s important influencersCastyou’rewider than the target groupsThen remove the unwan...
“Word of mouth diffusion can only beharnessed reliably by targeting largernumbers of potential influencers,thereby capturin...
Find candidate influencers & communitiesLabor intensive, but high reward                                      halogen
In summary         Influencers have their reachAnd they are connected to other communities    Who are in turn connected to ...
Content
Content is the keyto successIn our fragmented on-the-go media spacecontent (video, apps,games, etc.) is to beeasy, quick, ...
Content is king9MM views       6MM views        1.4MM viewsEach of these videos, and all other high valuesuccesses, are st...
halogen
halogen
halogen
compelling                                   outrageous                                   hilarious“Viral” is a bonus that...
Pepsi nails it with Bob’s HouseThe ad generated hundreds ofdiscussions within the online deaf andhearing communities and s...
halogen
Content & Consumers are unpredictableYet consumers are constantly inspired—they arepredisposed to create, mash-up, re-imag...
halogen
The nature of video canbe many things.Peter Jackson Video Blog for“The Hobbit” movieDirector and studio build anticipation...
Case Study: Peter JacksonOther destinationsdrive to “The Hobbit”site based on newsand contest postedthere.                ...
SeedingRemember, and you MUST emphasizethis—Seeding can only succeed with wellidentified and highly managed influencerswho a...
Approach to seedingPersonal outreach                Base activation kitOne-to-one relationship          Story propositionC...
Manage the seedingIt wasn’t actually a tweetthat drew people to JohnFrieda’s website, butrather an online couponcampaign. ...
Manage the seedingThe collection of socialmedia endorsementsamong highly influentialplayers actually paid off,[helping] Liv...
CASE STUDYTell to WinRandom house booklaunch by first time author.Diverse influencercommunities:Narrative & StorytellingEduc...
CASE STUDYTell to WinInfluencers participatedon every level – tweets,videos, blog posts, emailblasts, public speakingevents...
CASE STUDYTell to Win                                                                      HIGH INFLUENCER!Results        ...
On celebrity
“In other words, reaching a largenumber of more ordinary Joes andJanes with a message might bemore effective than trying t...
People will become confused and perhapsresentful at the unqualified recommendationsthat start filling their social media das...
Influence does not succeed fromone source but an aggregate ofsources.Celebrities should be leveraged asa spoke on the great...
Conclusion
thank youlet the discussion ensue                            halogen
4Chanel    COCO MADEMOISELLE          689,266 views
Chanel – COCO MADEMOISELLE - THEFILM - 320" full version http://www.youtube.com/user/CHANEL
Chanel Integrates Video Across Platforms                                                 YouTube Total “Video Views” Per D...
CLINIC:	      Video & Celebrity!Module 1!                  Rick Silvestrini!                               YouTube!
Video Strategies:YouTube as a Marketing PlatformRick Silvestrini, Product Manager; YouTube
People are here                          to discover                             something newThey are attentive, receptiv...
With more than                                                         500M visitors                                      ...
UseWe use Facebook to scheduleyou already know.                          Facebook to talk to the people the protests, Twit...
Reaching light TV viewers throughout the day                            60                                                ...
Online ads have 1.8x aided recall of TV                                   % of Sample Who Correctly Identified Brand Seen ...
My favorite video…
Heineken •  Launched with 30 second TV spots •  Introduced 90 second full version with YouTube masthead •  Provided additi...
Successful programming techniques  •  45 seconds – 2 minutes long  •  Full meta-data included (entire script sometimes)  •...
Conversions
IBM – organic conversions  •  Examined search behavior of target market  •  Built content with SEO in mind  •  Provided cl...
Live Streaming
400,000 went to Woodstock
Bonnaroo	  2010	  Live	                      4.3	  million	  went	  to	  Bonnaroo	  via	  YouTube	  
Engaged Viewershiptruly interactive and social viewing environment                                 polling / Q&A          ...
Premium Content Eventsexpanded Live programming focused on…                              music                            ...
Lady Gaga, genius marketer powered by video
Lady Gaga, genius marketer powered by video Vevo video premier                              Live Stream from Best Buy Ad f...
The End – Questions?silvestrini@google.com	  
3Armani    Megan Fox Underwear         1,389,023 views
Armani – Megan Fox for Emporio ArmaniUnderwear and Armani Jeans [teaser] http://www.youtube.com/user/Armani#p/c/ DC227D63F...
Megan Fox Spikes Armani’s Views                                    YouTube Total “Video Views” Per Day: Armani            ...
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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4 Expert Presentations: How to Harness Videos for Your Brand

  1. 1. CLINIC:   Video & Celebrity!Module 1! Scott Galloway! L2 | NYU Stern! @profgalloway @L2_ThinkTank
  2. 2. Hashtag:! #L2ThinkTank! Wireless Login:!Network: SternOnTheMove2! Username: L2guest! Password:!L2thinktank!
  3. 3. CLINIC:  Video & Celebrity! Objective:! To gain insight intoVIDEO & CELEBRITY PLATFORMS and their role in PRESTIGE!
  4. 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. 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. 6. Authenticity?
  7. 7. The changing value chain Media Firm / Brand Content Consumer Platform
  8. 8. The changing value chain Media Firm / Brand Content Consumer Platform
  9. 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. 10. CLINIC:   Video & Celebrity!Module 1! Dan Piech! comScore, Inc.!
  11. 11. Online Video by the NumbersWhere weve come from, where were headed, and why you should care.#DanPiech, Product Manager, comScore July 2011
  12. 12. 101 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH © comScore, Inc. Proprietary. 13 Source: comScore Video Metrix, June 2011
  13. 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. 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. 15. 706% GROWTH SINCE 2006 © comScore, Inc. Proprietary. 16 Source: comScore Video Metrix, June 2011
  16. 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. 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. 18. 1985: The Internet is Text-Based 1985 © comScore, Inc. Proprietary. 19
  19. 19. 1995: The Internet becomes HTML-based 1995 © comScore, Inc. Proprietary. 20 Source: archive.org
  20. 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. 21. 2000: Dial-up connections stifle online video growth 2000 56 kbps © comScore, Inc. Proprietary. 22
  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. 23. 2006: Video Reaches the Big Stage 2006 <embed src=“video.swf”> © comScore, Inc. Proprietary. 24
  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. 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. 26. Premium video content achieves scale en-masse 2009 <video> © comScore, Inc. Proprietary. 27
  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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 63. Video is social, interactive, lean forward… Note the clichéd clip-art graphics © comScore, Inc. Proprietary. 64
  64. 64. 1 in 3 video viewers comment © comScore, Inc. Proprietary. 65
  65. 65. 2 in 5 upload videos© comScore, Inc. Proprietary. 66
  66. 66. 1 in 2 regularly share videos © comScore, Inc. Proprietary. 67
  67. 67. More than 1 in 2 view online video with others © comScore, Inc. Proprietary. 68
  68. 68. Among 18-34’s, more than 2 in 3 view with others © comScore, Inc. Proprietary. 69
  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. 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. 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. 72. This is NOT TV! © comScore, Inc. Proprietary. 73
  73. 73. This is Online Video! © comScore, Inc. Proprietary. 74
  74. 74. Thank you!#DanPiech | dpiech@comscore.com
  75. 75. 5Tiffany & Co. True Love Grows 252,921 views
  76. 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. 77. CLINIC:   Video & Celebrity!Module 1! John Eaton! Halogen!
  78. 78. seeding video viainfluencer networksjohn eaton, halogen
  79. 79. Introduction
  80. 80. video is themost engaging…most shareable…most desired…content on the web halogen
  81. 81. Introducing video assets andextension experiences of yourvideo into a variety of networksexponentially expands thepossibilities for your video andits objectives. halogen
  82. 82. With a trans-media alternate reality gameAudi of America generated 250k test drives. halogen
  83. 83. ASSUMPTION #1Brand Objective: Through online videoengagement build & grow thebrand status while drivingconsumer aspiration. halogen
  84. 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. 85. ASSUMPTION #3Creative AssetsAs a prestige brand you havehigh quality video content and/or the resources to create newvideo content. halogen
  86. 86. halogen
  87. 87. ASSERTION #1It’s not just PRThe cultivation, inspiration andmanagement of multiple over-lapping networks, through theirinfluencers, to drive action in theiraudiences. halogen
  88. 88. ASSERTION #2How to think about celebsAs potentially valuable assets forthe brand, the brand influencers,and the audiences they engagewith. halogen
  89. 89. Back in the day…A single radio station coulddetermine the success or failureof a new song. halogen
  90. 90. Today…Independent bloggers like HarryKnowles at Ain’t It Cool Newsuse the web to influencehundreds of thousands. halogen
  91. 91. Influence
  92. 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. 93. Within their networks, influencers ARE the celebrities. halogen
  94. 94. In the end, everyone is an influencer. An email to 8 friends… halogen
  95. 95. …leads to 1.7MM views halogen
  96. 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. 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. 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. 99. Start with the PEO approach PAID EARNED Launch & 3rd Party Activity Spikes Advocacy + Sharing BRAND" ENGAGEMENT OWNED Brand Authority + Extended Engagement halogen
  100. 100. Understanding the weighting in PEOPaid delivers scale"Earned drives conversation"Owned is where to close" PAID EARNED OWNED halogen
  101. 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. 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. 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. 104. “Word of mouth diffusion can only beharnessed reliably by targeting largernumbers of potential influencers,thereby capturing average effects.” Duncan Watts, Yahoo halogen
  105. 105. Find candidate influencers & communitiesLabor intensive, but high reward halogen
  106. 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. 107. Content
  108. 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. 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. 110. halogen
  111. 111. halogen
  112. 112. halogen
  113. 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. 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. 115. halogen
  116. 116. Content & Consumers are unpredictableYet consumers are constantly inspired—they arepredisposed to create, mash-up, re-imagine andthen share with the world. halogen
  117. 117. halogen
  118. 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. 119. Case Study: Peter JacksonOther destinationsdrive to “The Hobbit”site based on newsand contest postedthere. halogen
  120. 120. SeedingRemember, and you MUST emphasizethis—Seeding can only succeed with wellidentified and highly managed influencerswho are provided with premium quality,relevant content.
  121. 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. 122. Manage the seedingIt wasn’t actually a tweetthat drew people to JohnFrieda’s website, butrather an online couponcampaign. halogen
  123. 123. Manage the seedingThe collection of socialmedia endorsementsamong highly influentialplayers actually paid off,[helping] Living Social sell1.3 million Amazonvouchers. halogen
  124. 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. 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. 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. 127. On celebrity
  128. 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. 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. 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. 131. Conclusion
  132. 132. thank youlet the discussion ensue halogen
  133. 133. 4Chanel COCO MADEMOISELLE 689,266 views
  134. 134. Chanel – COCO MADEMOISELLE - THEFILM - 320" full version http://www.youtube.com/user/CHANEL
  135. 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. 136. CLINIC:   Video & Celebrity!Module 1! Rick Silvestrini! YouTube!
  137. 137. Video Strategies:YouTube as a Marketing PlatformRick Silvestrini, Product Manager; YouTube
  138. 138. People are here to discover something newThey are attentive, receptive and open-minded
  139. 139. With more than 500M visitors is the world’s #1 entertainment destinationSources:  comScore  VideoMetrix  
  140. 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. 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. 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. 143. My favorite video…
  144. 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. 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. 146. Conversions
  147. 147. IBM – organic conversions •  Examined search behavior of target market •  Built content with SEO in mind •  Provided click-through links to conversion pages
  148. 148. Live Streaming
  149. 149. 400,000 went to Woodstock
  150. 150. Bonnaroo  2010  Live   4.3  million  went  to  Bonnaroo  via  YouTube  
  151. 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. 152. Premium Content Eventsexpanded Live programming focused on… music entertainment & industry events sports
  153. 153. Lady Gaga, genius marketer powered by video
  154. 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. 155. The End – Questions?silvestrini@google.com  
  156. 156. 3Armani Megan Fox Underwear 1,389,023 views
  157. 157. Armani – Megan Fox for Emporio ArmaniUnderwear and Armani Jeans [teaser] http://www.youtube.com/user/Armani#p/c/ DC227D63FCE7D696/21/gre_Ic5PaJg
  158. 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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