The Synergy of User Generated and ProfessionalVideo Content4/3/2012   Frank Findley, VP, Research & Development, comScore,...
Y    Frank Findleyo    VP R&D, comScoreu                                           Jessica Thorper                        ...
comScore Customer Knowledge Platform: A granular 360° view of themultitude of online activities for 2 million global users...
A Digital Business Analytics Company                                                     Audience Measurement:   AUDIENCE ...
Agenda Introduction to EXPO and User Generated Product Videos – What are they? – How can they be used in marketing and e-...
Introduction to EXPO and User Generated Product Videos            © comScore, Inc.   Proprietary.   6
EXPO Communications Inc. Overview   EXPO, having been involved in video commerce since 2005, is the   world’s first consum...
Paid Media Integration   Increase Conversions at Digital Point of Purchase     Make Media Dollars Work Harder by Leveragin...
Retail Distribution   Increase Conversions at Digital Point of Purchase          Just the Presence of Video at the Point O...
Automated YouTube Publishing  Increase Conversions at Digital Point of Purchase      User Gen Video Increases Organic Sear...
Drive Engagement and Commerce on Facebook  Increase Conversions at Digital Point of Purchase       Enable Fans To Spread Y...
Owned Media Distribution  Increase Conversions at Digital Point of Purchase    Seamless Integration within Website and Mob...
Video Montage                © comScore, Inc.   Proprietary.   13
Previous Findings          © comScore, Inc.   Proprietary.   14
Two Phases of Research Phase I: Presence of sales related content elements  – Technique first published in 1984 JAR and l...
Phase I Results – Strong Content Presence Relative to Other Formats                                                       ...
Phase I Results – Complements Other Media Types                                                   Comparison of the Presci...
Phase I Results – Exceptional Examples  Looking at specific cases within the study, there   are four stellar examples of ...
Cascade ActionPacs – Tryology Program (sampling)    Brand Name                                                            ...
Phase II Results – Tremendous Opportunities within e-Commerce                                                        Those...
Phase III: Objective and Methodology           © comScore, Inc.   Proprietary.   21
Blinded Case Study – Synergies with Professionally Produced Content A real marketing campaign utilizing two “how to” demo...
Analytical Framework                                                                  Does the video engage and hold      ...
Engage the consumer          © comScore, Inc.   Proprietary.   24
Interest and Evoked EmotionOur Interest Trace and Color Sense Emotion abilities enable the identification ofwhere & when a...
Interest Trace Benchmark Levels               © comScore, Inc.   Proprietary.   26
UGPV Held Attention at High Levels Exceeding All Benchmarks807570     Benchmark Max. Interest Level65                     ...
Both PP and UGPV Generated Positive Emotions Toward the BrandBut they were of different types More viewers experienced le...
Emotional Intensity generated by UGPV carries over when used incombination with PPV                                       ...
Not only is the UGPV enjoyable and attention grabbing, it is alsoperceived as unique from other video content The UG vide...
Communicate A Relevant Message         © comScore, Inc.   Proprietary.   31
Both the PP and UGP Videos Strongly Communicated the KeyMessage But with Different Companion Points… Communication – Main ...
…Resulting In Strong Key Message Synergy When Viewed Together Communication – Main Point                                  ...
Content Pairing Results In Increased Relevance of the Message The combination’s reinforcement of convenience/ease-of-use ...
Influence            © comScore, Inc.   Proprietary.   35
UGPV Did Not Exhibit Signs of Negatively Impacting Brand Equity   In fact, the combination of PP and UGPV resulted in sig...
Superior Sensitivity and Precision; Identifies Category & Halo Effects      Razors/Blades Example:      Advertised Line, P...
Share of Choice is Highly Predictive of Sales                                               Share of Choice vs. Share of M...
Both PP and UG Videos Are Effective at Driving Choice to Product/Brand This includes the featured product as well as the ...
PP and UG Videos Are Highly Synergistic in Driving Choice Average synergy lifts for two video executions index at ~120% o...
All of the Incremental Gain Is Sourcing From Competitors(i.e. No additional Cannibalization)        Source of Featured Pro...
Summary          © comScore, Inc.   Proprietary.   42
The PP and UGP Videos Are Highly Synergistic UGPV maintained high interest levels throughout and created intense  emotion...
Questions?      © comScore, Inc.   Proprietary.   44
Thank you! Frank Findley ffindley@comscore.com Jessica Thorpe jessica@expotv.com          © comScore, Inc.   Proprietary. ...
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comScore Study Finds Professionally-Produced Video Content And User-Generated Product Videos Exhibit Strong Synergy in Driving Sales Effectiveness

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comScore Study Finds Professionally-Produced Video Content And User-Generated Product Videos Exhibit Strong Synergy in Driving Sales Effectiveness

  1. 1. The Synergy of User Generated and ProfessionalVideo Content4/3/2012 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
  2. 2. Y Frank Findleyo VP R&D, comScoreu Jessica Thorper VP Marketing, EXPOSpeakers © comScore, Inc. Proprietary. 2
  3. 3. comScore Customer Knowledge Platform: A granular 360° view of themultitude of online activities for 2 million global users Designed to be representative of the total online population. © comScore, Inc. Proprietary. 3 TRUSTe certified for information privacy & security.
  4. 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 © comScore, Inc. Proprietary. 4
  5. 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 © comScore, Inc. Proprietary. 5
  6. 6. Introduction to EXPO and User Generated Product Videos © comScore, Inc. Proprietary. 6
  7. 7. 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  EXPOs 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 © comScore, Inc. Proprietary. 7
  8. 8. Paid Media Integration Increase Conversions at Digital Point of Purchase Make Media Dollars Work Harder by Leveraging UGC in iMedia © comScore, Inc. Proprietary. 8
  9. 9. 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 © comScore, Inc. Proprietary. 9
  10. 10. Automated YouTube Publishing Increase Conversions at Digital Point of Purchase User Gen Video Increases Organic Search Result Rankings © comScore, Inc. Proprietary. 10
  11. 11. Drive Engagement and Commerce on Facebook Increase Conversions at Digital Point of Purchase Enable Fans To Spread Your Story Through Social Media © comScore, Inc. Proprietary. 11
  12. 12. Owned Media Distribution Increase Conversions at Digital Point of Purchase Seamless Integration within Website and Mobile Destinations Driving Increased Time on Site © comScore, Inc. Proprietary. 12
  13. 13. Video Montage © comScore, Inc. Proprietary. 13
  14. 14. Previous Findings © comScore, Inc. Proprietary. 14
  15. 15. 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 © comScore, Inc. Proprietary. 15
  16. 16. 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 EXPOs 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% © comScore, Inc. Proprietary. 16
  17. 17. 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 products 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%
  18. 18. 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 ScoreClairol Nice n Easy Perfect 10 65Cascade ActionPacs 59Mr. Clean Magic Eraser 58Apple iPad 53 © comScore, Inc. Proprietary. 18
  19. 19. 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 NoEmotional Elements Humorous Tone No Cute/Adorable No Happy/Fun Loving No Child/Infant/Animal/Animated Principal Character No Music Creates Mood NoBrand Linkage Elements Continuing Character in Campaign No Continuing Musical Theme No Brand Name Reinforces Benefit YesAd 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 NoAd 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
  20. 20. 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 © comScore, Inc. Proprietary. 20
  21. 21. Phase III: Objective and Methodology © comScore, Inc. Proprietary. 21
  22. 22. 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 © comScore, Inc. Proprietary. 22
  23. 23. 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? © comScore, Inc. Proprietary and Confidential. 23
  24. 24. Engage the consumer © comScore, Inc. Proprietary. 24
  25. 25. Interest and Evoked EmotionOur Interest Trace and Color Sense Emotion abilities enable the identification ofwhere & 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 © comScore, Inc. Proprietary. 25
  26. 26. Interest Trace Benchmark Levels © comScore, Inc. Proprietary. 26
  27. 27. UGPV Held Attention at High Levels Exceeding All Benchmarks807570 Benchmark Max. Interest Level65 Benchmark Ending Interest Level Benchmark Average Interest Level6055 Benchmark Opening Interest Level5045 User Generated Product Video © comScore, Inc. Proprietary. 27
  28. 28. Both PP and UGPV Generated Positive Emotions Toward the BrandBut 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
  29. 29. Emotional Intensity generated by UGPV carries over when used incombination with PPV 84% 85% 77% Emotional Intensity Professionally Produced User Generated Together © comScore, Inc. Proprietary. 29
  30. 30. Not only is the UGPV enjoyable and attention grabbing, it is alsoperceived 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 TogetherInteresting 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 . © comScore, Inc. Proprietary. 30
  31. 31. Communicate A Relevant Message © comScore, Inc. Proprietary. 31
  32. 32. Both the PP and UGP Videos Strongly Communicated the KeyMessage But with Different Companion Points… Communication – Main Point Professionally Produced User Generated Coded Open End PercentConvenience (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
  33. 33. …Resulting In Strong Key Message Synergy When Viewed Together Communication – Main Point Professionally Produced User Generated Together Coded Open End PercentConvenience (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
  34. 34. 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
  35. 35. Influence © comScore, Inc. Proprietary. 35
  36. 36. 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 GeneratedThis 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. All of the Incremental Gain Is Sourcing From Competitors(i.e. No additional Cannibalization) Source of Featured Product’s Lift in Share of Choice40.0%35.0%30.0% Competitors 15.3% (Different Form)25.0% Competitors20.0% 10.7% (Same Form)15.0% 5.3% Brands Line 13.3%10.0% 6.7% 6.7% 5.0% 7.3% 6.7% 6.7% 0.0% Professionally User Generated Together Produced © comScore, Inc. Proprietary. 41
  42. 42. Summary © comScore, Inc. Proprietary. 42
  43. 43. 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 © comScore, Inc. Proprietary. 43
  44. 44. Questions? © comScore, Inc. Proprietary. 44
  45. 45. Thank you! Frank Findley ffindley@comscore.com Jessica Thorpe jessica@expotv.com © comScore, Inc. Proprietary. 45

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