1.
The Synergy of User Generated and Professional
Video Content
4/3/2012
Frank Findley, VP, Research & Development, comScore, Inc.
Jessica Thorpe, VP, Marketing, EXPO Communications
*A copy of today’s presentation will be sent to all attendees within 48 hours

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Y
Frank Findley
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VP R&D, comScore
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Jessica Thorpe
r VP Marketing, EXPO
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p
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k
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© comScore, Inc. Proprietary. 2

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comScore Customer Knowledge Platform: A granular 360° view of the
multitude of online activities for 2 million global users
Designed to be representative of the total online population.
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TRUSTe certified for information privacy & security.

4.
A Digital Business Analytics Company
Audience Measurement:
AUDIENCE ANALYTICS – Web, Mobile, 4 Screen
Vertical Market Solutions
Campaign Planning
Campaign Validation
Ad Effectiveness:
ADVERTISING ANALYTICS – Creative Optimization
– Branding & ROI Impact
– Digital & Cross Media
WEB ANALYTICS Digital Analytix™
Network Optimization
& Capacity planning
MOBILE & NETWORK Customer Experience
ANALYTICS & Relationship Management
Market Intelligence solutions
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5.
Agenda
 Introduction to EXPO and User Generated Product Videos
– What are they?
– How can they be used in marketing and e-commerce
 Findings from previous research
 Current research – blinded case example
 Summary and some suggested best practices
 Q&A
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Introduction to EXPO and User Generated Product Videos
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EXPO Communications Inc. Overview
EXPO, having been involved in video commerce since 2005, is the
world’s first consumer network focused on creating and distributing
high impact product video for leading manufacturers and retailers
 EXPO’s active video community of over 140,000 members has contributed
close to 400,000 consumer videos including product reviews, how-to’s,
demonstrations, recipes and other topics relevant to a client’s brand
 EXPO's proprietary distribution network ensures the videos are placed on
product pages of top retailers, social networks, and across all owned and mobile
destinations to drive engagement and conversion
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Paid Media Integration
Increase Conversions at Digital Point of Purchase
Make Media Dollars Work Harder by Leveraging UGC in iMedia
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Retail Distribution
Increase Conversions at Digital Point of Purchase
Just the Presence of Video at the Point Of Purchase
Has Been Proven to Drive Sales
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Automated YouTube Publishing
Increase Conversions at Digital Point of Purchase
User Gen Video Increases Organic Search Result Rankings
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Drive Engagement and Commerce on Facebook
Increase Conversions at Digital Point of Purchase
Enable Fans To Spread Your Story Through Social Media
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Owned Media Distribution
Increase Conversions at Digital Point of Purchase
Seamless Integration within Website and Mobile Destinations
Driving Increased Time on Site
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Video Montage
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Previous Findings
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Two Phases of Research
 Phase I: Presence of sales related content elements
– Technique first published in 1984 JAR and later republished
as a classic article that has “Withstood the Test of Time”
– Originally applied to TV advertising
– Proven relationship to advertising driven impact as
measured by Lift in Share of Choice and Related Recall
– Now expanded to all media types
– Demonstrated that UG videos contained many of the same
elements as TV and Digital advertising at
complementary rates
 Phase II: Consumer impact when used in e-commerce
Analysis of the Impact of Executional Factors on
– Distinctiveness vs. competitive products Advertising Performance Stewart, Furse/JAR -Dec 1984
– Willingness to pay more even when videos not played
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Phase I Results – Strong Content Presence Relative to Other Formats
 Looking at the results in the context of
television and digital cases, the data shows a
relatively high level of persuasive content for
User Gen Reviews that advertisers would
typically select from EXPO's overall catalog
 This strongly suggests that User Gen Reviews
can be a compelling vehicle for advertisers to
utilize in marketing communications
% of Cases Falling Into Ranges
Zipline Technical Score EXPO Curated Cases Television Cases Digital Cases
(N=25) (N=8086) (N=345)
< 30 0% 33% 68%
30 to 50 68% 45% 29%
> 50 32% 22% 3%
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Phase I Results – Complements Other Media Types
Comparison of the Prescience or Absence of
Television User Generated Digital Display
 comScore investigated the Elements Related to Persuasive Communication
strengths and weaknesses of Advertising Element % of Cases Containing Element
the content of the two most Rational Elements
closely related elements of Quality 2% 8% 0%
most media plans – TV and Enjoyment Appeal
Brand-Differentiating Key Message
11%
31%
0%
4%
9%
17%
Digital Display New Product/New Feature 44% 24% 19%
Product Convenience 9% 32% 0%
Competitive Comparison 24% 40% 10%
 The results suggest that User Superiority Claim 26% 12% 13%
Gen Product Videos would Emotional Elements
Humorous Tone 11% 0% 1%
greatly supplement Cute/Adorable 8% 0% 2%
Happy/Fun Loving 8% 0% 0%
existing media plans by Child/Infant/Animal/Animated Principal Character 23% 0% 22%
Music Creates Mood 16% 0% 0%
providing communications Brand Linkage
that are more product focused Continuing Character in Campaign 8% 0% 6%
Continuing Musical Theme 0% 0% 0%
than current advertising Brand Name Reinforces Benefit 49% 32% 47%
mediums/formats Structural Elements (Positive)
Visual Memory Device 7% 0% 1%
– Additionally, User Gen Setting Indoors 56% 100% 7%
Numerous Brand Name/Logo Appearances (4+) 27% 4% 39%
Reviewers are more apt to Numerous Screen Cuts (12+) 59% 0% 2%
discuss the product's Demonstration of the Product in Use 77% 64% 25%
Setting Directly Related to Use 51% 88% 5%
convenience and quality – Prominence of Actual Product on Screen 42% 76% 28%
Numerous Brand Name Mentions 23% 32% 0%
two major benefits for and/or Prominence of Brand Name/Logo on Screen 35% 60% 39%
reasons to believe in a Category Identified Early in the Ad 53% 100% 89%
Product/Package Shown Early in the Ad 69% 100% 69%
number of products Music Major Element 0% 0% 0%
Structural Elements (Negative)
Numerous On-Screen Characters Avoided (4+) 56% 92% 22%
© comScore, Inc. Proprietary.Main Character Avoided
Male 17 93% 96% 93%
Background Cast Avoided 10% 92% 74%

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Phase I Results – Exceptional Examples
 Looking at specific cases within the study, there
are four stellar examples of persuasive content.
– These cases excel in that they not only have the
intense product focus that the majority of the
EXPO User Gen Review cases contain, but also
include specific messaging that has been proven
to drive persuasive and memorable
communications.
User Generated Product Videos Zipline Technical Score
Clairol Nice 'n Easy Perfect 10 65
Cascade ActionPacs 59
Mr. Clean Magic Eraser 58
Apple iPad 53
© comScore, Inc. Proprietary. 18

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Cascade ActionPacs – Tryology Program (sampling)
Brand Name Cascade ActionPacs
(Reviewer) (Forever December)
Rational Elements
Quality No
Enjoyment Appeal No
Brand-Differentiating Key Message No
New Product/New Feature No
Product Convenience Yes
Competitive Comparison Yes
Superiority Claim No
Emotional Elements
Humorous Tone No
Cute/Adorable No
Happy/Fun Loving No
Child/Infant/Animal/Animated Principal Character No
Music Creates Mood No
Brand Linkage Elements
Continuing Character in Campaign No
Continuing Musical Theme No
Brand Name Reinforces Benefit Yes
Ad Structure (Positive Elements)
 The User Gen Review for Cascade
Visual Memory Device No
Setting Indoors Yes ActionPacs is also highly rated.
Numerous Brand Name/Logo Appearances (4+) No(1)
Numerous Screen Cuts (12+)
Demonstration of the Product in Use
No(0)
Yes
– shows the actual product on screen
Setting Directly Related to Use
Prominence of Actual Product on Screen
Yes
Yes(83") and in use – where the consumer
Numerous Brand Name Mentions Yes(6)
Prominence of Brand Name/Logo on Screen Yes(79") would use the product. Also, the
Category Identified Early in the Ad Yes(0")
Product/Package Shown Early in the Ad Yes product is favorably compared to
Music Major Element No
Ad Structure (Negative Elements) competitors and convenience is
Numerous On-Screen Characters Avoided (4+)
Male Main Character Avoided
Yes(1)
Yes
explicitly stated.
Background Cast Avoided Yes
Zipline Technical Score © comScore, Inc. Proprietary. 59 19

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Phase II Results – Tremendous Opportunities within e-Commerce
Those watching reviews:
+40% “Product Unique & Different”
+30% “Willing to Pay More”
Those just viewing thumbnails
+13% “Willing to Pay More”
Source: comScore custom study for
EXPO Communications, Inc.; 2011
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Phase III: Objective and Methodology
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Blinded Case Study – Synergies with Professionally Produced Content
 A real marketing campaign utilizing two “how to” demonstration videos:
– One Professionally Produced
– One User Generated from EXPO system
 Beauty brand’s own website replicated in testing environment
 Representative category purchasers exposed to either
– Professionally produced video only
– User Gen video only
– Professionally produced and User Gen videos together
 Separate cued exposure to isolate consumers’
– Moment-by-Moment Interest levels and emotional response
– Message Communication
– Sentiments towards the video and brand
 Incidental, veiled exposure (including website) to gauge
– Lift in brand’s Share of Choice among consumers
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Analytical Framework
Does the video engage and hold
viewer interest? On what
elements do viewers focus?
Does the video communicate a
clear message that is relevant
and on strategy?
Does the video influence viewers'
perceptions of and actions
toward the brand?
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Engage the consumer
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Interest and Evoked Emotion
Our Interest Trace and Color Sense Emotion abilities enable the identification of
where & when attention is focused & the intensity and type of emotional responses
Interest Trace with In the Moment
Applies to
Video & Rich Media
Color Sense Emotion
Applies to Any Media Type
Respondents to Select the Color That Best
Represents How They Feel
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Interest Trace Benchmark Levels
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UGPV Held Attention at High Levels Exceeding All Benchmarks
80
75
70
Benchmark Max. Interest Level
65
Benchmark Ending
Interest Level
Benchmark Average Interest Level
60
55
Benchmark Opening
Interest Level
50
45
User Generated Product Video
© comScore, Inc. Proprietary. 27

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Both PP and UGPV Generated Positive Emotions Toward the Brand
But they were of different types
 More viewers experienced levels of sweet and happy feelings after
viewing the UG
 While viewers were more prone to feelings of respect and admiration
for the brand after watching PP
“Professionally Produced “User Generated”
Color: Emotional Intensity: 77% 84%
Emotions felt:
Red Excited, Passionate, Joyful, Loved 4% 3%
Orange Warm, Lively, Zestful, Energetic 3% 1%
Yellow Cheerful, Happy, Playful, Fun 12% 17%
Pink Sensitive, Romantic, Lovely, Sweet 27% 31%
Green Healthy, Leisurely, Refreshed, Soothed 11% 15%
Blue Comforted, Pleasant, Tender, Jovial 12% 16%
Purple Noble, Grand, Mystic, Respectful 27% 13%
Black Strong, Powerful, Mysterious 1% 3%
White Innocent, Clean, Soft, Pure 4% 1%
Green highlighting denotes significant difference at the 80%+ confidence level
*Benchmark level for emotional intensity is 70%.
© comScore, Inc. Proprietary. 28

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Emotional Intensity generated by UGPV carries over when used in
combination with PPV
84% 85%
77%
Emotional Intensity
Professionally Produced User Generated Together
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Not only is the UGPV enjoyable and attention grabbing, it is also
perceived as unique from other video content
 The UG video is directionally more enjoyable and effective at grabbing
consumer attention
 Users perceive the format as Unique and Different
 The combination of both video types is especially relatable
Professionally Produced User Generated Together
Interesting 76% 77%
Likable 69% 71%
Enjoyable 60% 69%
Grabbed my attention 72% 75%
Easy to Follow 85% 87%
Video Unique & Different 64% 75%
Easy to relate to 79% 83% 87%
Green highlighting denotes significant difference at the 80%+ confidence level
.
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Communicate A Relevant Message
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Both the PP and UGP Videos Strongly Communicated the Key
Message But with Different Companion Points…
Communication – Main Point
Professionally Produced User Generated
Coded Open End Percent
Convenience (Key Message) 55% 60%
Features: (Net) 12% 15%
Feature A 5% 1%
Feature B 12% 5%
Feature C 0% 11%
Efficacy: (Net) 5% 12%
Beauty Benefits: (Net) 11% 21%
Green highlighting denotes significant difference at the 80%+ confidence level
© comScore, Inc. Proprietary. 32

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…Resulting In Strong Key Message Synergy When Viewed Together
Communication – Main Point
Professionally Produced User Generated Together
Coded Open End Percent
Convenience (Key Message) 55% 60% 69%
Features: (Net) 12% 15%
Feature A 5% 1%
Feature B 12% 5%
Feature C 0% 11%
Efficacy: (Net) 5% 12%
Beauty Benefits: (Net) 11% 21%
Green highlighting denotes significant difference at the 80%+ confidence level
© comScore, Inc. Proprietary. 33

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Content Pairing Results In Increased Relevance of the Message
 The combination’s reinforcement of convenience/ease-of-use maximizes
message importance
 This is aided by an increase in the believability of the claims
Top 2-Box % Response
89% 89%
87% 87%
84% 83%
80% 81%
79%
Main Point Importance Believability of Claims Brand Convenience
Professionally Produced User Generated Together
© comScore, Inc. Proprietary. 34

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Influence
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UGPV Did Not Exhibit Signs of Negatively Impacting Brand Equity
 In fact, the combination of PP and UGPV resulted in significant increases
in several important equity areas
Professionally User
Brand Equity - Top 2-Box % Response Together
Produced Generated
This brand is a trusted expert 79% 79% 79%
This is a brand I feel close to 59% 53% 60%
It is one of the best [category] brands 69% 73% 69%
This brand is a brand for me 69% 65% 72%
This brand makes more effective products than other brands 65% 65% 71%
This brand speaks with sincerity to consumers 73% 72% 79%
© comScore, Inc. Proprietary. 36

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Superior Sensitivity and Precision; Identifies Category & Halo Effects
Razors/Blades Example:
Advertised Line, Property &
Product
Gillette Fusion Property
Total Gillette Line
Gillette Fusion ProGlide
© comScore, Inc. Proprietary. 37

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Share of Choice is Highly Predictive of Sales
Share of Choice vs. Share of Market
Across a Cross Section of Categories*
Share of Market (Pre-Airing)**
100
90
80
r =0.87
70
60
50
40
30
20
10
0
0 20 40 60 80 100
Share of Choice (Pre-Exposure)
*Includes 301 established brand cases from the comScore Global Validation Summary
**Sales data from IRI and Nielsen scanner data
© comScore, Inc. Proprietary. 38

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Both PP and UG Videos Are Effective at Driving Choice to Product/Brand
 This includes the featured product as well as the brand’s total line
 Compared to a typical :30 video (e.g. TV and pre-roll), the ads are especially
efficient at driving choice to the featured product
Professionally User Benchmark
Share of Choice Lifts
Produced Generated (Typical :30 Video)
Featured Product +24.7 +18.7 +6.7
Brand’s Total Line +16.0 +10.0 +11.3
Green highlighting denotes significant difference vs. benchmark at the 80%+ confidence level
© comScore, Inc. Proprietary. 39

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PP and UG Videos Are Highly Synergistic in Driving Choice
 Average synergy lifts for two video executions index at ~120% over highest individual
execution
 For this case example, the corresponding numbers are:
• Featured Product: 143%
• Brand’s Total Line: 175%
Professionally User
Share of Choice Lifts PP & UG Together
Produced Generated
Featured Product +24.7 +18.7 +35.3
Brand’s Total Line +16.0 +10.0 +28.0
Green highlighting denotes significant difference at the 80%+ confidence level vs. either PP alone or UG alone or both
© comScore, Inc. Proprietary. 40

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All of the Incremental Gain Is Sourcing From Competitors
(i.e. No additional Cannibalization)
Source of Featured Product’s Lift in Share of Choice
40.0%
35.0%
30.0% Competitors
15.3% (Different Form)
25.0%
Competitors
20.0% 10.7% (Same Form)
15.0% 5.3% Brand's Line
13.3%
10.0% 6.7% 6.7%
5.0%
7.3% 6.7% 6.7%
0.0%
Professionally User Generated Together
Produced
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Summary
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The PP and UGP Videos Are Highly Synergistic
 UGPV maintained high interest levels throughout and created intense
emotional connections which carried over when used with PPV
 Significant improvement was seen on communication of the key
messaging when used together
 The combination also enhance brand equities
 The greatest synergies were seen on the brand’s Share of Choice
• Both for the Featured Product and Total Line
• With incremental gains coming from competitors
User Generated Product Videos are a Catalyst for
Improved Returns from Professionally Produced Content
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Questions?
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Thank you!
Frank Findley
ffindley@comscore.com
Jessica Thorpe
jessica@expotv.com
© comScore, Inc. Proprietary. 45