2. From viral video

3. Cadbury chocolate charmer
Cadbury's 'Chocolate Charmer' campaign was tracked by the Media Efficiency Panel
Source: www.marketingmagazine.co.uk
To impactful video

4. ”The great thing about
establishing a relationship to
consumers is that you never have
to advertise to them again”
Stefan Olander
Head of digital sports at Nike

5. Be On

6. Generation social

7. CONTENT
SNACKING
FROM DAYLY
NEWS TO DAYLE
ME
BIGGEST
GENERATION IN
SPENDING
POWER BY 2015
DIGITAL
IMPATIENCE

8. Opt out

9. Opt in

10. From ads till assets
Display
Search
Interactive
Content
Video, Apps,
Games

11. The good content

12. Search, Portals, Email Curated social platforms
The internet is changing shape

13. 1. Get me hooked
2. Amaze me
3. Get me talking
4. Make it last
5. Get it out
Do’s and don’ts

14. 1. Get me hooked
Start with the
conclusion

15. 2. Amaze me
Integrate your
message –
don’t overly
brand it

16. 3. Get me talking
Does the video
contains a
meme? Can
you tap into
existing
conversations?

17. 4. Make it last
Think beyond
the “one hit
wonder”

18. 5. Get it out

19. Working with video

20. The video matrix
AWARENESS PERFORMANCE
VIRAL ENGAGEMENT

21. Video travels everywhere
IN EDITORIAL
CONTENT
IN ALL SOCIAL
CHANNELS
ON ALL PLATFORMS

22. Animated
preview
Overlays
Surveys
PR kit
Additional
content
Social
sharing
Connecting the dots

23. Philips case

24. Creating a new landscape

25. +90% of video spend
is pre-roll
Advertisers still stuck in the old model

26. Great content is not really changingGood content hasn’t really changedWorking with Spies

27. Planning
Measure
Amplify
3600 planning

28. 30 sec TVC
Liking
+1%
imp
+2%
imp
+42%
views
+16%
views
Interest
Info search
Purchase
intent
+1%
imp
+3%
views
+14%
views
+10%
views
Recall
4%
imp
3%
imp
10%
views
5%
views
Spies
Brand uplift
from impressions
Brand uplift
from click to play
views
Video
length
Impact
30 sec TVC Spies
Video
length
Impact
Epinion insights

29. The roadmap: 2010 to 2020
Create
From ads to assets
Amplify
From renting to owning media
Measure
Engagement over exposure
From display and 0:30 to
social content and 60-600 sec
From programmatic buying
only to also embracing native
amplification tactics and
channel building
From impression and reach
based measurement to actual
user actions and social impact

30. The New currency

31. Views
Traffic
Sharing
The currencies?

32. Brand Lift Measurement
Understand the influence your
campaign is having on your
audience using brand metrics
Competitor Benchmarking
Contextual analysis allows you
to measure how your content
performs against similar
competitors
Audience Visibility
Understand who is watching
your content using detailed
demographic data
Engagement Analysis
Evolved metrics for granular
learnings of how people are
engaging with your content
Emotive Impact Feedback
Emotive feedback technology
provides key learnings on
how audiences feel about
your content
Social Buzz Monitoring
Conversation and social
actions aggregation provides
tools to gauge the impact on
popular platforms
The future of insights

33. 100% more views
70% higher
completion rate
3x more
social sharing
How we identify good content?

34. This ad has very good overall performance.
Better than 95% of ads.
Impact report: Overall Score
Overall score
Impact scorecard