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Copie De Lindividu 2.0 Face √ La Pub Video English(Final)

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    • 1. June 2007 Lycos France & Media Contacts France present: Online Video Advertising and Consumers 2.0
    • 2. Online Video Advertising and Consumers 2.0
      • The Internet is becoming an audio-visual media
      • Video ads are invading the internet
      • Online video advertising: enriched creative content requires a specific research methodology
      • Main results
        • Videos is a paradigm shift in online advertising
        • The 7 winning recipes of video advertising
      • Conclusion: New consumer, new expectations
    • 3. Broadband fulflills the Promises of the Information Highway
    • 4. % of web pages viewed by broadband users Source : comScore MediaMetrix (panel work + home), 2007, February About 95% of web pages are viewed by broadband users
        • DIAL UP: modem speeds = 14.4, 28.8, 33.2, and 56.6 kbps
        • BROADBAND: Satellite, DSL, Cable modem, T1, ISDN
    • 5. Net surfers became mainstream consumers
    • 6. Consequence: The web is likely to become an audio-visual media
    • 7. Online Video Advertising and Consumers 2.0
      • The Internet is becoming an audio-visual media
      • Video ads are invading the internet
      • Online video advertising: enriched creative content requires a specific research methodology
      • Main results
        • Videos is a paradigm shift in online advertising
        • The 7 winning recipes of video advertising
      • Conclusion: New consumer, new expectations
    • 8. ‚Ķ and video advertizing is getting generalized
    • 9. Consumers appreciate, video advertizing has reached good results
      • 2 out of 3 net surfers think that advertizing in terms of videos is ¬ęinteresting¬Ľ
      • A much more efficient way of advertizing than traditional methods
        • Indicators of attitude
        • Indicators of behaviour
      Sources : Etude exclusive IAB/ Novatris : la perception de la publicit√© vid√©o Dynamic Logic, Q2 ‚ÄėO6 Campagne Media Contacts jan 07, 23m PAP Whether you have ever seen a video ad on internet or not, do you think that advertising in terms of videos is interesting? Notoriety +70% Recognition +114% Video vs all channels (average) Taux de clic x3,4 Co√Ľt au clic -15,5% Pav√© video vs pav√© classique 65 %
    • 10. ‚Ķ but data hides huge diferencies
      • Important gaps in terms of performance
      • Different interpretations between users
    • 11. The world of online video ads
    • 12. Online Video Advertising and Consumers 2.0
      • The Internet is becoming an audio-visual media
      • Video ads are invading the internet
      • Online video advertising: enriched creative content requires a specific research methodology
      • Main results
        • Videos is a paradigm shift in online advertising
        • The 7 winning recipes of video advertising
      • Conclusion: New consumer, new expectations
    • 13. An innovating methodology: the online bulletin board
      • The bulletin board: a test for real
        • Online test
        • Chat from accurate examples
        • Sample :
          • 20 net surfers,
          • Broadband users at home,
          • Users of ¬ę¬†Broadcast yourself¬†¬Ľ websites
          • Memories of recent ads
          • 20 ‚Äď 40 year-old, 50% away from Paris
      • + Semiotics analysis of a wide range of online video ads.
    • 14. Online Video Advertising and Consumers 2.0
      • The Internet is becoming an audio-visual media
      • Video ads are invading the internet
      • Online video advertising: enriched creative content requires a specific research methodology
      • Main results
        • Videos is a paradigm shift in online advertising
        • The 7 winning recipes of video advertising
      • Conclusion: New consumer, new expectations
    • 15. Online video advertizing : A new kind of ad
    • 16. Video: a shift in paradigms for online ads
      • Thanks to video, the narrative and the emotion come into online ads:
        • Video is seen as an improvement of online ads in terms of quality
        • Ads are no longer perceived as mere signals , but stories
        • Advertizing is likely to become a real content
      Video brings much more creativity and originality. We can be told a story, we can learn many different things and entertain ourselves while looking at video ads. Christophe Videos do not speak about the product only, they allow the creation of a complete atmosphere around the ad. Juliette
    • 17. Online video ads, a new era A web ¬ę¬†style¬†¬Ľ appreciated for its freedom of speech + interactivity breaks up with current patterns Simple ads, without any enrichment are going to disappear. Thus, we will find out interactivity in ads conceived in the same way as movies. Bruno Web directors go further than TV directors. Christophe
    • 18. Main differences between TV ads and online video ads in terms of perception
      • Online video ads
      • ¬ę¬†Ads compete with other contents¬†¬Ľ
      • Ludovic
      • The ad looms up in a less predictable way
      • ¬ę¬†The ads are widely spread¬†¬Ľ
      • Juliette
      • Relationship with brands perceived as a private one
      • ¬ę¬†‚Ķ whereas videos broadcasted online want to affect us as individuals ¬†¬Ľ
      • Melina
      • TV ads
      • Ads are spread out on the whole screen
      • The sphere of advertizing is accurately delimited by televiewers (¬ę¬†tunnel¬†¬Ľ)
      • Relationship with brands perceived as institutional
      • ¬ę¬†Ads on TV consider televiewers as consumers¬†¬Ľ
    • 19. Online Video Advertising and Consumers 2.0
      • The Internet is becoming an audio-visual media
      • Video ads are invading the internet
      • Online video advertising: enriched creative content requires a specific research methodology
      • Main results
        • Videos is a paradigm shift in online advertising
        • The 7 winning recipes of video advertising
      • Conclusion: New consumer, new expectations
    • 20. The 7 winning recipes of video advertising
      • How to turn your TV ad into an appreciated and well memorized online video ad
      • Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands
      • ¬ę¬†On-page video ads¬†¬Ľ: The most powerful and flexible lever
      • The billboard: a key-lever to make your brand visible on the network
      • Do I switch on/off the sound?
      • A new succesful asset: Interactive video
      • A new ingredient you have to take into account: Context
    • 21. The 7 winning recipes of video advertising
      • How to turn your TV ad into an appreciated and well memorized online video ad
      • Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands
      • ¬ę¬†On-page video ads¬†¬Ľ: The most powerful and flexible lever
      • The billboard: a key-lever to make your brand visible on the network
      • Do I switch on/off the sound?
      • A new succesful asset: Interactive video
      • A new ingredient you have to take into account: Context
    • 22. Do we have to make TV ads fit with the web? Net surfers are asking for‚Ķ
      • Internet allows video ads to go further.
      • And net surfers know that‚Ķ
      Internet is still the place to find new stuff, where everything goes fast and where we have the choice. Marc Online, there are much more posibilities to find original or striking movies. Therefore, I am seeking for something that makes a great difference with TV. Christophe
    • 23. Do we have to make TV ads fit with the web? Thanks to internet, we can‚Ķ A ¬ę¬†Top of the range ¬Ľ adaptation: Citro√ęn (awarded by JdN!)
    • 24. Do we have to make TV ads fit with the web? Thanks to internet, we can‚Ķ
      • Internet allows many ways of adapting TV ads:
        • About the background : a profit in terms of liberty of speech and richness of the content
        • About the design :
          • You have to match text and pictures in order to outline key-informations on the screen
          • You have to foster desire by playing with different layers of text / pictures / sound, because all the channels are not activated at the same time
        • Mediaplanning : Broadcast the preview online
      It is smart to put the logo at the bottom of the video because I keep in mind that It is an ad from citro√ęn. Elodie Most of the time, internet is the place where ads are seen for the first time. Thus, I enjoy it when I see It again on TV. Corinne
    • 25. Interlude: The world(s) of online video ads
    • 26. Each way of advertizing can be linked to accurate expectations Push Pull ¬ę¬†On-page¬†¬Ľ video ads (Main page, websites with articles) ¬ę¬†Broadcast yourself¬†¬Ľ websites ( Lycos MyBuzz, Youtube, Dailymotion, etc.) Billboard (The ¬ę¬†interlude¬†¬Ľ) Overflight Tunnel
    • 27. The billboard
    • 28. Ads on ¬ę¬†broadcast yourself¬†¬Ľ websites
    • 29. ¬ę¬†On-page¬†¬Ľ video ads
    • 30. The 7 winning recipes of video advertising
      • How to turn your TV ad into an appreciated and well memorized online video ad
      • Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands
      • ¬ę¬†On-page video ads¬†¬Ľ: The most powerful and flexible lever
      • The billboard: a key-lever to make your brand visible on the network
      • Do I switch on/off the sound?
      • A new succesful asset: Interactive video
      • A new ingredient you have to take into account: Context
    • 31. Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands
      • A very entertaining context, with a huge feeling of freedom and control (a challenge for the ad that belongs to a wide amount of movies)
      • A favoured context for the most spectacular videos, conceived like real movies or quite so.
        • Well designed for comedies or blasting videos (Nicolas Sarkozy, Dove)
        • A real asset: video ads are emphasized compared to home-made videos.
      • IMPORTANT : Manage to create traffic through links and redirections by using several teasers from portal websites, TV ads or 360¬į press.
      Most of the time, ads loom up in a better way than other movies. Eric
    • 32. Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands CanalSat: making-of ¬ę¬†Christmas reindeers¬†¬Ľ Lycos MyBuzz : how to launch the buzz
    • 33. The 7 winning recipes of video advertising
      • How to turn your TV ad into an appreciated and well memorized online video ad
      • Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands
      • ¬ę¬†On-page video ads¬†¬Ľ: The most powerful and flexible lever
      • The billboard: a key-lever to make your brand visible on the network
      • Do I switch on/off the sound?
      • A new succesful asset: Interactive video
      • A new ingredient you have to take into account: Context
    • 34. ¬ę¬†On-page¬†¬Ľ video ads: The most powerful and flexible lever
      • The most powerful way to make people pay attention to your message
        • About 1 million people each day visit the main pages of portal websites
      • A flexibility without any equivalent
        • Optimize the potential of your videos in terms of creativity
    • 35. ¬ę¬†On-page¬†¬Ľ video ads: The most powerful and flexible lever
      • A favoured context (which makes a difference) for:
        • Interactive videos
        • Videos with linked contents (specifically for pages‚Äô customization)
      • Easy navigation is required on pages net surfers are used to visiting (portals)
        • Respect of the main functionalities
        • Access to logins, emails, etc‚Ķcannot be obstructed
      • ¬ę¬†On-page¬†¬Ľ video ads have to be relevant, according to brand values: you must be able to give proof of the way the video is made
      It is nice to customize a webpage. Thus, each visit on this page is different from the other. Christophe I am fed up with ads that hide logins or passwords. Elodie
    • 36. The 7 winning recipes of video advertising
      • How to turn your TV ad into an appreciated and well memorized online video ad
      • Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands
      • ¬ę¬†On-page video ads¬†¬Ľ: The most powerful and flexible lever
      • The billboard: a key-lever to make your brand visible on the network
      • Do I switch on/off the sound?
      • A new succesful asset: Interactive video
      • A new ingredient you have to take into account: Context
    • 37. The billboard: particularities at stake
      • The billboard is a key-lever for brands in order to have a great visibility
      • It differs a lot from TV ads
        • TV ads = interrupted flow
        • Billboard = the demand is procrastinated. Also, the user might even doubt, if he has clicked on the right link or not
      • ÔÉ® Infringement of sequencial access in a media characterized by direct access to contents
    • 38. A risk tied to billboards: the feeling of captivity I hate being the ostage of this kind of advertizing Elodie It is an aggression, nothing else! We come back to the methods used on TV. No way to escape. I feel screwed. Marc It is boring‚Ķwhen I am looking for something online, I want to find it immediately. Delphine
    • 39. In-stream videos: particularities at stake
      • Advertizing has to redeem:
        • By warning users, or explaining a loading time ()
        • With an uncommon content (creativity)
        • By making the content relevant, according to the context (more informations, decoration‚Ķ)
        • By using sponsorship, when the brand suggests the following content
    • 40. The 7 winning recipes of video advertising
      • How to turn your TV ad into an appreciated and well memorized online video ad
      • Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands
      • ¬ę¬†On-page video ads¬†¬Ľ: The most powerful and flexible lever
      • The billboard: a key-lever to make your brand visible on the network
      • Do I switch on/off the sound?
      • A new succesful asset: Interactive video
      • A new ingredient you have to take into account: Context
    • 41. Do I switch on/off the sound?
      • The Sound is one of the most expected dimensions of advertizing
      • However, according to different contexts, it might be perceived as an infringement when it is set as a default setting:
        • ¬ę¬†In page¬†¬Ľ mode and on websites that require full attention to written contents
        • When the video is played on and on
        • The tolerance threshold for noises is lower on web
      • In each case, enabling or disabling sound must be clearly suggested to the user (buttons, colour)
      When the sound comes up on its own, I feel attacked. Juliette Obviously, we can benefit from musical advertizing (clips, albums, shows) because it reinforces the atmosphere‚Ķbut when I am on websites that require to pay attention, any sound can be harmful. Moreover, it is disturbing when we are already listening to some music on our computer because it involves a superposition of sounds. Lauren Wihtout any sound, we would come back to the time of mute movies. Thus, it would be tasteless and dull. Music adds a soul to the ads. Sometimes, a mere track tells us as much things as too much ¬ę¬†bla bla¬†¬Ľ. Christophe B
    • 42. When does the sound must be activated?
      • It is better to disable the sound as default settings in the ¬ę¬†on-page¬†¬Ľ mode; it is seen by the user as a mark of respect
      • The sound can be activated if it is integrated to the context, or if the ad allows such an integration
        • About the form (focusing on the content is not required)
        • About the content (play a part in the ¬ę¬†website experience¬†¬Ľ)
      • The sound can be activated as default settings when the video ad is broadcasted through the billboard mode
      The most relevant thing to do in order to activate any sound is to click on the ¬ę¬†speaker¬†¬Ľ icon. S√©verine To my mind, the best way to switch the sound on is to click on an icon. Delphine
    • 43. The 7 winning recipes of video advertising
      • How to turn your TV ad into an appreciated and well memorized online video ad
      • Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands
      • ¬ę¬†On-page video ads¬†¬Ľ: The most powerful and flexible lever
      • The billboard: a key-lever to make your brand visible on the network
      • Do I switch on/off the sound?
      • A new succesful asset: Interactive video
      • A new ingredient you have to take into account: Context
    • 44. What part interactivity can play?
      • Interactivity comes up as one of the main keys to the success of online video ads.
      • Also, interactivity makes the difference between portal websites and ¬ę¬†broadcast yourself¬†¬Ľ websites or TV.
      • Interactivity is able to suggest a first exploration into the brand and the product, before lengthening the experience on its propper website.
      • Different methods:
        • Access to various contents
        • Video games
        • Forms to fill up
      It was awesome and so surprizing!!! I really enjoyed it. √Člodie This is something I really enjoy: being able to chose what I want to see Corinne
    • 45. The 7 winning recipes of video advertising
      • How to turn your TV ad into an appreciated and well memorized online video ad
      • Video ads on ¬ę¬†broadcast yourself¬†¬Ľ websites: a new haven for your brands
      • ¬ę¬†On-page video ads¬†¬Ľ: The most powerful and flexible lever
      • The billboard: a key-lever to make your brand visible on the network
      • Do I switch on/off the sound?
      • A new succesful asset: Interactive video
      • A new ingredient you have to take into account: Context
    • 46. A new ingredient: the leading context
      • Memo: Video ads = the narrative comes into the world of online advertizing
        • Previously, taking into account the leading context was just a ¬ę¬†plus¬†¬Ľ
        • In the era of video advertizing, an ad has to be perfectly matched with the context
      • Net surfers think that some websites do not have to follow this requirement
        • Example: The main page of a portal website
      I am on a cooking website!! Putting a guy who dribbles on the page does not make me hungry!!! Lauren
    • 47. As a conclusion
    • 48. What does consumer 2.0 appreciate
      • To feel that he lords over his propper search
      • Not to undergo
        • Fluid apparition ()
        • Do not attack : dragging the ad on the page is better than covering it
      • Originality and surprise
        • A way to redeem / legitimate the infringement of advertizing
        • A way to add kind of a motion to the web
      • Value added:
        • The richness of brand experience (teaser, mini website)
        • Video ads: an interesting experience (design, narrative, information)
      • Video advertizing has to fit with the leading context
    • 49. Respect of users‚Äô expectations: clearness, originality, adaptation
      • A work in progress
        • ¬ę¬†How to activate and control video ads¬†¬Ľ must be clearly understood by the user
        • Huge expectations in terms of buttons readability
        • Tutorials (¬ę¬†drag your mouse here¬†¬Ľ, ¬ę¬†follow-me¬†¬Ľ)
      • A refusal of any intruding ad.
      • Respect is required:
        • Eyes (Visual sphere)
        • Ears (Sound sphere)
        • Hands (navigation)
      • You have to imagine the way the net surfer moves on the internet
      • ÔÉ® He only stops running through pages when something is worth to do so
      The target of the link should be specified. Personnally, I never click on a link that only tells us ¬ę¬†click here¬†¬Ľ, Why? In order to see an ad? √Člodie It does matter when you are compelled to keep the mouse above the ad to keep it working Ludovic
    • 50. Merci de votre attention !