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How to take the decision to make commercial webfilms ?

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  1. 1. Trends in webfilms Key success factors in films going viral and hitting success on the Web
  2. 2. Death of TV ? <ul><li>More channels (satellite, broadband TV, cable, digital TV) </li></ul><ul><li>FRAGMENTATION OF AUDIENCE </li></ul><ul><li>Less TV watchers </li></ul><ul><li>But increasing costs in TV ads </li></ul><ul><li>TV competitors : media centers (Apple TV), consoles (Xbox 360), TiVo, Internet (Joost, YouTube) </li></ul>
  3. 3. Traditional advertising <ul><li>Old media (Radio, Print, TV, Outdoor) </li></ul><ul><li>Clutter effect </li></ul><ul><li>Too much ad, too intrusive </li></ul><ul><li>Ads are getting more and more unnoticed </li></ul><ul><li>Digital natives are media experts </li></ul><ul><li>Loss of trust in the old media </li></ul><ul><li>Need a new way to talk to the consumer </li></ul><ul><li>(Microsoft – The Breakup) </li></ul>
  4. 4. Internet <ul><li>Reached 50M users in only 5 years (13 years for TV, 30 years for radio) </li></ul><ul><li>1 billion web users in 2006 </li></ul><ul><li>85% projected broadband penetration in 2008 </li></ul><ul><li>Users spending more than 3 hours per month online ( Jupiter Research ), more than press reading </li></ul><ul><li>Online activities : mail and web search, then music or video </li></ul>
  5. 5. Internet <ul><li>It’s consumers preferred medium </li></ul><ul><li>They like the interactivity of the medium and they are able to read other’s opinions </li></ul><ul><li>Internet has become a help for the purchase decision </li></ul><ul><li>Ads on Internet are more accepted, because more user-friendly (permission marketing) </li></ul>
  6. 6. Advertisers on Internet <ul><li>They can get campaigns results at once (click rate, number of views …) </li></ul><ul><li>Create loyalty as it enables to get closer to the final consumer </li></ul><ul><li>Advertiser can customize its message according to the consumer and easily target its communication </li></ul><ul><li>Internet is both a one-to-one media and a one-to-many media </li></ul>
  7. 7. How to advertise ? <ul><li>The click rate on a banner dropped from 10% in 2002 to 0.4% in 2006 </li></ul><ul><li>Advertisers need to INNOVATE </li></ul><ul><li>New promotion techniques : search marketing, keywords, affiliation </li></ul>
  8. 8. New consumer <ul><li>Time - Person of the Year 2006 </li></ul><ul><li>MySpace – 100 M members </li></ul><ul><li>More than 72 M blogs in the world ( Technorati ) </li></ul><ul><li>Consumers want to share their opinion and what they like, make new “friends” and create content </li></ul><ul><li>Consumers are now empowered </li></ul>
  9. 10. YouTube <ul><li>Website created in 2005 </li></ul><ul><li>2nd most visited site in the world after Yahoo </li></ul><ul><li>Content : music videos, trailers, TV extracts, series, movies, interviews, sport, ads, concerts, parodies, short films </li></ul><ul><li>Mostly user-made videos or unauthorized footage </li></ul><ul><li>100 M videos viewed by day ( ComScore ) </li></ul><ul><li>A video has only 4 views in average </li></ul><ul><li>A visitor stays 7 minutes on average on the site </li></ul><ul><li>MAKE SHORT </li></ul>
  10. 11. UGC (user-generated content) <ul><li>Buzz can be created around UGC videos and become really viral : </li></ul><ul><li>Mentos + Diet Coke </li></ul><ul><li>Free Hugs </li></ul><ul><li>LonelyGirl15 </li></ul><ul><li>Revver is a video sharing website that hosts user-generated content. Revver attaches advertising to user-submitted video clips and shares all ad revenue 50/50 with the creators </li></ul><ul><li>Current TV is a US TV network where 30% of the content is user-made. People are also able to make their own VCAM (viewer created ad messages) for real advertisers that will be aired on the network </li></ul><ul><li>Consumers are now even making commercials for advertisers </li></ul>
  11. 12. Ads and UGC <ul><li>Four advertisers (NFL, Doritos, Chevrolet, Alka-Seltzer) made UGC contests for the SuperBowl 2007 and aired consumer-made commercials during the TV breaks </li></ul><ul><li>Mastercard has set up a contest Priceless.com opened to everyone to submit their pick of what is priceless to them </li></ul><ul><li>The magazine Ad Age named “The Consumer” Agency of the Year in 2006 </li></ul>
  12. 14. Viral marketing <ul><li>“ Word of mouth” was created by Dichter in 1966 </li></ul><ul><li>It’s a pyramidal transmission as each person sends a content he liked to 8 other people and so on </li></ul><ul><li>“ Marketing viral” was created by Draper in 1997 to describe Hotmail which reached 12M users in only 12 months thanks to a hyperlink on each email </li></ul><ul><li>The virality is enhanced as the receiver trusts the sender </li></ul><ul><li>“ Buzz marketing” was created by Rosen in 2000 </li></ul>
  13. 15. Webfilms <ul><li>One of the first major tentative of webfilms was BMW with The Hire in 2001 which won the Cyber Lion Grand Prix at Cannes Festival </li></ul><ul><li>Videos gone viral : </li></ul><ul><li>Dove - Evolution </li></ul><ul><li>Bud – Wassup </li></ul><ul><li>Polo – Terrorist (ghost) </li></ul><ul><li>Ford Ka - Bird & Cat (ghosts) </li></ul><ul><li>John West Salmon – Bear </li></ul><ul><li>Nokia – Cat </li></ul>
  14. 16. How to be viral ? <ul><li>“ Be extremely shocking, funny or targeted” (Mark Cridge, CEO Glue London) </li></ul><ul><li>2006 was the year zero of webfilms and it has become a real trend for advertisers </li></ul><ul><li>Advertisers tried to be fun, dynamic, cool or quirky </li></ul><ul><li>Viral videos where superproductions or “amateur-like” videos </li></ul><ul><li>Viral videos length from 15s to 120s and contained humor </li></ul><ul><li>CREATIVITY </li></ul>
  15. 17. Characteristics of webfilms <ul><li>No brand promise </li></ul><ul><li>No product demo </li></ul><ul><li>Rupture with traditional communication </li></ul><ul><li>Different use of the product sometimes </li></ul><ul><li>TAKE RISKS </li></ul>
  16. 18. Why make webfilms ? <ul><li>No limit for length of the video </li></ul><ul><li>Freedom of creation (no control) </li></ul><ul><li>Quality of the audience </li></ul><ul><li>Price (no space buying) </li></ul><ul><li>Target </li></ul>
  17. 19. Drawbacks <ul><li>Visibility (smaller audience) </li></ul><ul><li>It can be long for a video to emerge </li></ul><ul><li>Possible gap with normal communication </li></ul><ul><li>The message can be busted </li></ul><ul><li>Internet is seen as “not serious” </li></ul><ul><li>Spam </li></ul><ul><li>Difficulty to track viewers and define their identity </li></ul><ul><li>Contrary to TVC, you can’t force people to watch a webfilm </li></ul>
  18. 20. Can all advertisers use webfilms ? <ul><li>Webfilms work better for products requiring a great involvement as they try to provoke emotion </li></ul><ul><li>Not really suitable for low involvement or fcmg </li></ul><ul><li>Webfilms are usually transmitted to an homogeneous audience </li></ul><ul><li>Most suited for advertisers in the IT, leisure industry (disc, video games, cinema) or car makers </li></ul><ul><li>The good question is “For what target is it better to use webfilms ?” rather than “For what industry is it better it to use webfilms ?” </li></ul>
  19. 21. Are webfilms really effective ? <ul><li>MillardBrown : 77% ad memory on Internet vs 18% on TV </li></ul><ul><li>Less distraction </li></ul><ul><li>Voluntary screening </li></ul><ul><li>More creative </li></ul><ul><li>Web videos are better accepted than pop-ups or banners </li></ul><ul><li>Webfilms are mostly used to build brands rather than to sell products </li></ul>
  20. 22. How to put it on the web ? <ul><li>Event site </li></ul><ul><li>Blog of the company </li></ul><ul><li>Embed on the company’s website </li></ul><ul><li>Post it on YouTube </li></ul><ul><li>No space buying </li></ul>
  21. 24. If Big Budget <ul><li>AdSense campaign, banners, mailing </li></ul><ul><li>Some agencies are specialized in spreading webfilms on the web - Viral Buzz Marketing Association </li></ul><ul><li>What does a buzz agency ? </li></ul><ul><li>Seed the video, target influential people, day-to-day analysis, feedback, adjust campaign, final report </li></ul><ul><li>Agencies make one-to-one marketing, handle the PR and try to avoid bad buzz </li></ul><ul><li>GET PRESS </li></ul>
  22. 25. Will my webfilm go viral ? <ul><li>The success of a video is always uncertain </li></ul><ul><li>There’s no magic formula to make a hit </li></ul><ul><li>HAVE A GOOD IDEA </li></ul><ul><li>“ Nobody reads ads. People read what interests them. Sometimes it is an ad.“ (Howard Gossage) </li></ul><ul><li>ENTERTAIN </li></ul><ul><li>Don’t forget that a webfilm is still an ad, it’s not just a joke </li></ul>
  23. 26. Should I go undercover ? <ul><li>Some advertisers choose not to make their brand name appear in their videos : </li></ul><ul><li>Domino’s Pizza – Spoiled Rich Girl </li></ul><ul><li>Smirnoff - Tea Partay </li></ul><ul><li>The problem is that it can create deception from the viewers and lead to bad buzz </li></ul><ul><li>On an other hand, come advertisers create fake videos and broadcast them as they were true in order to create an interrogation among viewers </li></ul><ul><li>Ecko – Air Force One </li></ul><ul><li>Nike – Ronaldinho </li></ul><ul><li>Quiksilver – Dynamite Surfing </li></ul><ul><li>Rayban – Never Hide </li></ul>
  24. 27. How can I evaluate the success of my video ? <ul><li>>100,000 views – great </li></ul><ul><li>>1,000,000 views – phenomenal </li></ul><ul><li>Far less hits than for a normal TV screening </li></ul><ul><li>Advertiser need to conduct studies (satisfaction, purchase intention) </li></ul><ul><li>It is more important to have reactions on the video on a long period </li></ul><ul><li>Webfilms are really hard to memorize </li></ul><ul><li>Web users only remember the most recent videos </li></ul><ul><li>The solution can be to make regular ads (Axe, Bud, Coca-Cola) </li></ul>
  25. 28. Tracking <ul><li>A tag can be attached to the video to get the numbers of views </li></ul><ul><li>Some websites monitor the web to track the most viral videos : </li></ul><ul><li>Internet Viral Chart (for ads only) </li></ul><ul><li>Viral Video Chart (for all videos) </li></ul>
  26. 29. Types of webfilms <ul><li>Some advertisers create a bunch of several videos at a time (3 in average) </li></ul><ul><li>Others create a series (Mini - Hammer & Coop) </li></ul><ul><li>Sometimes a webfilms is followed by a sequel and becomes a saga </li></ul><ul><li>Some advertisers choose to create an entertaining video in which the brand is only a minor actor (product placement) </li></ul>
  27. 30. Bud TV <ul><li>Budweiser (Anheuser-Busch) is one of the biggest provider of webfilms </li></ul><ul><li>Budweiser launched in 2007 Bud TV which is the first attempt to create a web-based video network </li></ul><ul><li>Bud TV is not only about ads but features new humorous webisodes, sporting events, consumer-generated content, field news reports, celebrity interviews, music downloads and comedian vignettes </li></ul><ul><li>The brewer's target audience of young male viewers has become more difficult to reach in recent years through traditional television programming </li></ul><ul><li>&quot;Traditional broadcast TV doesn't target to the male 21- to 34-year-olds; it tends to be a broader demographic and a more female draw,&quot; Tony Ponturo, Anheuser-Busch's vice president of global media and sports marketing </li></ul>
  28. 31. What is a good webfilm ? <ul><li>Superproduction or Amateur-like </li></ul><ul><li>Original and with a strong message </li></ul><ul><li>Works in different cultures, no language barriers (no speech for example) </li></ul><ul><li>Slightly branded film </li></ul><ul><li>Doesn’t look like an ad </li></ul><ul><li>Can be parodied </li></ul><ul><li>Offer an experience </li></ul>
  29. 32. What is a bad webfilm ? <ul><li>Webfilms trying to create a mystery are usually not a good idea : </li></ul><ul><li>Volvo – Dalaro </li></ul><ul><li>Some webfilms are just nice videos not linked to the product at all and with just the brand name at the end </li></ul>
  30. 33. Recommendations <ul><li>Set websfilms as part of an integrated cross-media campaign </li></ul><ul><li>Webfilms can be complementary to TV </li></ul><ul><li>Put a commercial first on Internet is the film is virable in order to create buzz (Happiness Factory, Sony - Balls) </li></ul><ul><li>Be original, creative, interactive </li></ul><ul><li>Internet is not TV bin </li></ul><ul><li>There is no ideal media plan </li></ul><ul><li>Be cross-platform (Set the video in different formats) </li></ul><ul><li>Be portable (“embed on your blog”, “send to a friend”) </li></ul>
  31. 34. Recommendations <ul><li>Define the objectives first before entering the media </li></ul><ul><li>Then go on Internet if it’s appropriate </li></ul><ul><li>Don’t go all viral (BMW) but keep a foot in TV </li></ul><ul><li>Why not try UGC ? </li></ul><ul><li>If the webfilms goes viral, advertiser should create a sequel, put the behind-the-scenes online and gather information about the viewers </li></ul>
  32. 35. Recommendations <ul><li>Stay coherent in your communication </li></ul><ul><li>Use Internet for a new product aimed at young people for example </li></ul><ul><li>Use webfilms for B-to-B purpose too </li></ul><ul><li>Put it on YouTube with the label “Unseen”, “Banned” or “Censored” to attract viewers </li></ul><ul><li>Give viewers a brand experience (goodies, advergames) </li></ul>
  33. 37. <ul><li>The brands who will win on the Internet will not be those who will tell great stories but those whose consumers will tell the best stories </li></ul><ul><li>(Matthieu de Lesseux, CEO, Duke Interactive) </li></ul>