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BEYOND THE VIEW COUNT
MEASURING ONLINE VIDEO PERFORMANCE
Craig Hughes
Product Director
@unrulyco @craig_hughes_
Title position here
Your title sit over it
BEHIND THE WORLD’S MOST
VIEWED AND SHARED ADS
UNRULY
• 2.3 MM shares
• 77.5 MM views
• Increased sales
by 13.3%
• Most viewed ad of
all time
• 4.2 MM shares
• 124.0 MM views
• Most shared ad
of all time
• 5.9 MM shares
• 4.3 MM meals
donated
OUR MISSION IS:
TO DELIVER THE MOST AWESOME
ONLINE VIDEO CAMPAIGNS ON
THE PLANET!
30+ AWARDS
84% OF AD AGE
100 BRANDS
1.3 TRILLION
VIEWS TRACKED
10,000+ CAMPAIGNS1.27 BILLION
MONTHLY UUS
190 PEOPLE IN
13 OFFICES
Title position here
Your title sit over itBEYOND THE VIEW COUNT
How can we be sure we’re
meaningfully engaging our
audience and using our
budgets effectively?
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Your title sit over itBRAND VIDEOS DO NOT
JUST ‘GO VIRAL’
Source: http://www.dragoart.com/tuts/4112/1/1/how-to-draw-a-chibi-unicorn.htm
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Your title sit over itVIDEO VIEWS: JUST THE START
18.1%
29.8%
16.5%
18.8%
16.9%
BMW
Hyundai
Mercedes-Benz
Ford
Volkswagen
Source: Unruly Analytics™, Last 12 Months Share of Voice, Video Views, Top 5 Performing Automotive Brands
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Your title sit over itVIDEO VIEWS ALONE
CAN DECEIVE
12,044,622
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Your title sit over itVIEW COUNTS ARE CIRCULAR
Number of people exposed to the video
#1
…it’s circular!
Media budget
#2
Efficiency at buying across multiple platforms
#3
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Your title sit over itVIEWS DON’T TELL US
ANYTHING CONCRETE
Was the viewer in our target audience?
ASK THE CRITICAL QUESTIONS:
Did you change their perception of the brand?
Did you cause them to take an action, to convert?
Did they even actually watch the video?
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Your title sit over itDID YOU HIT THE RIGHT PERSON?
A PERSON?
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Your title sit over itWAS IT EVEN VIEWABLE?
Source: IAB Viewability Standard 2015
50%
in view
02
seconds
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Your title sit over itVIDEO METRICS THAT MATTER
GO BEYOND THE VIEW
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Your title sit over itSHARING DATA SHOWS
US EVEN MORE
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Your title sit over itSHARES ARE EXPLICIT
ENDORSEMENT
Shares Views
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Your title sit over it
Source: Decipher Brand Tracking SINCE April 2013; Response captured through follow-up survey sent out 3 days after social video viewing (n=681)
Talk to someone
33%
Homepage visit
24%
Search online
18%
Purchase
9%
BEHAVIOR WITHIN 3 DAYS OF VIEWING SHARED VIDEOS
WHY DO SHARES MATTER?
Title position here
Your title sit over itSHARES ARE UP, SHARE
RATES ARE DOWN
56.2%
11.1%
Brand content share rate UGC share rate
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Your title sit over itNOW SEE REAL
EFFECTIVENESS
18.1%
29.8%
16.5%
18.8%
16.9%
BMW
Hyundai
Mercedes-Benz
Ford
Volkswagen
25.4%
8.8%
26.4%
22.2%
17.2%
Views? Shares?
Source: Unruly Analytics™, Last 12 Months Share of Voice, Video Views/Shares, Top 5 Performing Automotive Brands
Title position here
Your title sit over itNEED AN OBJECTIVE MEASURE?
Views / Shares
Share
Rate
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Your title sit over itTENS OF THOUSANDS OF
DOLLARS IN MEDIA VALUE
Share
Rate
3%0 6%1Hyundai Mercedeslast 12 months
Source: Unruly Analytics™, Total shares of all brand created videos, divided by total views of the same videos
. .
Title position here
Your title sit over itMEASURE ALL SOCIAL
ENGAGEMENT
Likes, Dislikes, Comments
Likes, Comments, Shares
Tweets, Retweets
Blogs
As well as LinkedIn, G+, Pinterest, Reddit
SHARING; MORE THAN JUST ‘SHARES’
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Your title sit over itVIDEO SHOWS IN SEARCH
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Your title sit over itENGAGED VIEWERS REMEMBER
Brand Favorability
40%
Brand Association Purchase Intent
49% 51%
Source: Unruly Post-Campaign Brand Uplift Reports; all exposed to 69 social video campaigns – overall (n=61546); June 2013 to September 2014
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Your title sit over itMARKETERS ARE STARTING TO
TEST THEIR VIDEO CONTENT
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Your title sit over itTWO KEY DRIVERS OF SHARING
Psychological
Responses
Social Motivations
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Your title sit over itKNOW HOW YOUR
AUDIENCE WILL RESPOND
Source: Unruly ShareRank™ US TV Promos Study 2,000 data points
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Your title sit over itELICIT STRONG RESPONSES
Title position here
Your title sit over itTRIGGER MULTIPLE
SOCIAL MOTIVATIONS
Title position here
Your title sit over itELICIT STRONG RESPONSES
But focus on
one or two
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Your title sit over itTRIGGER MULTIPLE
SOCIAL MOTIVATIONS
As many as
possible!
7.2%
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Your title sit over itPERIODIC TABLE OF SHARING
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Your title sit over itGO BEYOND THE VIEW
Measure sharing and share rates#1
Optimize for sharing in the
creative and distribution process#2
Put a paid push behind high
performing content#3
Craig Hughes
Product Director
@unrulyco @craig_hughes_
THANK YOU!
QUESTIONS?

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SearchLove Boston 2015 | Craig Hughes, 'Beyond the View Count: Measuring Video Performance'

  • 1. BEYOND THE VIEW COUNT MEASURING ONLINE VIDEO PERFORMANCE Craig Hughes Product Director @unrulyco @craig_hughes_
  • 2. Title position here Your title sit over it BEHIND THE WORLD’S MOST VIEWED AND SHARED ADS UNRULY • 2.3 MM shares • 77.5 MM views • Increased sales by 13.3% • Most viewed ad of all time • 4.2 MM shares • 124.0 MM views • Most shared ad of all time • 5.9 MM shares • 4.3 MM meals donated
  • 3. OUR MISSION IS: TO DELIVER THE MOST AWESOME ONLINE VIDEO CAMPAIGNS ON THE PLANET! 30+ AWARDS 84% OF AD AGE 100 BRANDS 1.3 TRILLION VIEWS TRACKED 10,000+ CAMPAIGNS1.27 BILLION MONTHLY UUS 190 PEOPLE IN 13 OFFICES
  • 4. Title position here Your title sit over itBEYOND THE VIEW COUNT How can we be sure we’re meaningfully engaging our audience and using our budgets effectively?
  • 5. Title position here Your title sit over itBRAND VIDEOS DO NOT JUST ‘GO VIRAL’ Source: http://www.dragoart.com/tuts/4112/1/1/how-to-draw-a-chibi-unicorn.htm
  • 6. Title position here Your title sit over itVIDEO VIEWS: JUST THE START 18.1% 29.8% 16.5% 18.8% 16.9% BMW Hyundai Mercedes-Benz Ford Volkswagen Source: Unruly Analytics™, Last 12 Months Share of Voice, Video Views, Top 5 Performing Automotive Brands
  • 7. Title position here Your title sit over itVIDEO VIEWS ALONE CAN DECEIVE 12,044,622
  • 8. Title position here Your title sit over itVIEW COUNTS ARE CIRCULAR Number of people exposed to the video #1 …it’s circular! Media budget #2 Efficiency at buying across multiple platforms #3
  • 9. Title position here Your title sit over itVIEWS DON’T TELL US ANYTHING CONCRETE Was the viewer in our target audience? ASK THE CRITICAL QUESTIONS: Did you change their perception of the brand? Did you cause them to take an action, to convert? Did they even actually watch the video?
  • 10. Title position here Your title sit over itDID YOU HIT THE RIGHT PERSON? A PERSON?
  • 11. Title position here Your title sit over itWAS IT EVEN VIEWABLE? Source: IAB Viewability Standard 2015 50% in view 02 seconds
  • 12. Title position here Your title sit over itVIDEO METRICS THAT MATTER GO BEYOND THE VIEW
  • 13. Title position here Your title sit over itSHARING DATA SHOWS US EVEN MORE
  • 14. Title position here Your title sit over itSHARES ARE EXPLICIT ENDORSEMENT Shares Views
  • 15. Title position here Your title sit over it Source: Decipher Brand Tracking SINCE April 2013; Response captured through follow-up survey sent out 3 days after social video viewing (n=681) Talk to someone 33% Homepage visit 24% Search online 18% Purchase 9% BEHAVIOR WITHIN 3 DAYS OF VIEWING SHARED VIDEOS WHY DO SHARES MATTER?
  • 16. Title position here Your title sit over itSHARES ARE UP, SHARE RATES ARE DOWN 56.2% 11.1% Brand content share rate UGC share rate
  • 17. Title position here Your title sit over itNOW SEE REAL EFFECTIVENESS 18.1% 29.8% 16.5% 18.8% 16.9% BMW Hyundai Mercedes-Benz Ford Volkswagen 25.4% 8.8% 26.4% 22.2% 17.2% Views? Shares? Source: Unruly Analytics™, Last 12 Months Share of Voice, Video Views/Shares, Top 5 Performing Automotive Brands
  • 18. Title position here Your title sit over itNEED AN OBJECTIVE MEASURE? Views / Shares Share Rate
  • 19. Title position here Your title sit over itTENS OF THOUSANDS OF DOLLARS IN MEDIA VALUE Share Rate 3%0 6%1Hyundai Mercedeslast 12 months Source: Unruly Analytics™, Total shares of all brand created videos, divided by total views of the same videos . .
  • 20. Title position here Your title sit over itMEASURE ALL SOCIAL ENGAGEMENT Likes, Dislikes, Comments Likes, Comments, Shares Tweets, Retweets Blogs As well as LinkedIn, G+, Pinterest, Reddit SHARING; MORE THAN JUST ‘SHARES’
  • 21. Title position here Your title sit over itVIDEO SHOWS IN SEARCH
  • 22. Title position here Your title sit over itENGAGED VIEWERS REMEMBER Brand Favorability 40% Brand Association Purchase Intent 49% 51% Source: Unruly Post-Campaign Brand Uplift Reports; all exposed to 69 social video campaigns – overall (n=61546); June 2013 to September 2014
  • 23. Title position here Your title sit over itMARKETERS ARE STARTING TO TEST THEIR VIDEO CONTENT
  • 24. Title position here Your title sit over itTWO KEY DRIVERS OF SHARING Psychological Responses Social Motivations
  • 25. Title position here Your title sit over itKNOW HOW YOUR AUDIENCE WILL RESPOND Source: Unruly ShareRank™ US TV Promos Study 2,000 data points
  • 26. Title position here Your title sit over itELICIT STRONG RESPONSES
  • 27. Title position here Your title sit over itTRIGGER MULTIPLE SOCIAL MOTIVATIONS
  • 28.
  • 29. Title position here Your title sit over itELICIT STRONG RESPONSES But focus on one or two
  • 30. Title position here Your title sit over itTRIGGER MULTIPLE SOCIAL MOTIVATIONS As many as possible! 7.2%
  • 31. Title position here Your title sit over itPERIODIC TABLE OF SHARING
  • 32. Title position here Your title sit over itGO BEYOND THE VIEW Measure sharing and share rates#1 Optimize for sharing in the creative and distribution process#2 Put a paid push behind high performing content#3
  • 33. Craig Hughes Product Director @unrulyco @craig_hughes_ THANK YOU! QUESTIONS?