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Be Emotive2005 Luca Bruno, 2013 Michael Sohn - AP
20,000unique videossince 20052005 2013Viral Video2005The “SocialMedia”Playbook2008BrandedEntertainment2010GenerationSocial...
ContentConsumption ConnectionChoiceWhy emotive?
• Content2005 201354322009Global digital content created and sharedSource: KPCB, YouTubeYouTube hours of video uploaded pe...
• Content< 100 > 1mYouTube videos by number of viewsSource: Business Insider, Businessweek%30201029.6%11.4%0.3%1k – 2.5k 1...
• Choice2000 20121,0008006004002002008Global internet connected device shipmentsSource: BI intelligence, MicrosoftUnits(mi...
• ChoiceShare of device page traffic on a typical work dayMobilesbrighten thecommutePCs dominateworking hoursTablets popul...
• Consumption1.6bnMobilebroadbandconnections(43% y/y)Source: Ericsson
• Consumption###Source: Ericsson, KPCB, Microsoft2/3Use multiplescreens150times per daya user checkstheir smartphone1.6bnM...
• ConnectionSource: KPCB, YouTube, Facebook0 100FacebookYouTubeTwitterGoogle+LinkedInPinterestMySpaceInstagramTumblrFoursq...
• ConnectionSource: KPCBDaily number of photos uploaded and shared (accumulated)2005 2013YTD5004003002001002009Photos(mill...
ChoiceWhat does this mean to advertisers?ContentConsumption Connection
BrandConsumerThe unwritten contract is breakingAgenciesPublishersDistributors
ConsumerAgenciesDistributorsAd Exchanges/NetworksThe new landscapePublisherAdvertiserPublisherAdvertiserSocial Connections...
4.5xhigher purchaseupliftRicher media vs simpleBrandFavourabilityPurchaseIntent2.52.01.51.00.5Aided BrandAwarenessDelta(ex...
Choice over interruptionVideo formatpreference?Premium quality feel?More intrusiveformat?Positive brandsentiment?Added mos...
75%higher engagementamongst users whochoose to watchvideo contentvsChoiceInterruptionSource: YouTube, Neilsen, Reelseo20%h...
vsSource: YouTube, Neilsen, Reelseo82%Higher brand liftgenerated bynative ads,compared topre-rollNativePre-roll
Source: Gunn Report 1992-1995, IPALes Binet & Peter Field,Marketing in the Era ofAccountability, 2007Emotional advertising...
Emotions?
1800sDarwinThe Expressionof Emotions inMan andAnimals
1960s!EkmanFacial ActionCoding System(FACS)
2010s1800s 1960sCodingAutomatedFacialCodingEmotions
CollectionGeneral globalpopulationrepresentationTrackingAutomated andframe-by-framein real-timeReportingEmotionAllsnapshot...
15” to 5’content length20+categoriesEmotionAll1,000+videos tested30+countries
AttractionHook in 8 secondsRetentionKeep the audienceImpactKahneman’s Peak-EndEngagementConnect via emotionsEmotionAll
EmotionAllSo real it’s scary 2This video has very goodoverall performance.Better than 95% of videos.
In-depth understandingUnited States(80.3%)United Kingdom(78.4%)CountriesEmotionAllGenderAgeIncome
Exceptional vs Standard54,440YouTube views5Tweets8Facebook shares57,659,141YouTube views101,572Tweets1,367,366Facebook sha...
EngagementConnect viaemotionsAttractionHook in 8secondsRetentionKeep theaudienceImpactKahneman’sPeak-EndHow do emotions he...
Consumers love emotional content...3xhigher averageview to end %8xhigher clickthrough rate20xbetter inconverting viewsinto...
8%increase in BrandRecommendation7%increase inPurchase Intent14%increase in BrandFavourability...and it also creates ROI
How to break through
EmotionAttractionRetentionEngagementImpactEngagementSyndicationChoiceSharingEffectBrand FavorabilityPurchase intentBrand a...
Be on cannes 2013_final for stage
Be on cannes 2013_final for stage
Be on cannes 2013_final for stage
Be on cannes 2013_final for stage
Be on cannes 2013_final for stage
Be on cannes 2013_final for stage
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Be on cannes 2013_final for stage

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Update: Actual version used on stage for Cannes Lions 2013 with our CEO Rene Rechtman and Mihkel Jaatma, Founder of Realeyes. Youtube video inserted in the end...

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Be on cannes 2013_final for stage

  1. 1. Be Emotive2005 Luca Bruno, 2013 Michael Sohn - AP
  2. 2. 20,000unique videossince 20052005 2013Viral Video2005The “SocialMedia”Playbook2008BrandedEntertainment2010GenerationSocial2012Be Emotive2013
  3. 3. ContentConsumption ConnectionChoiceWhy emotive?
  4. 4. • Content2005 201354322009Global digital content created and sharedSource: KPCB, YouTubeYouTube hours of video uploaded per minute100755025ZB Hrs100 hrsof video uploadedto YouTube eachminute8 ZBof data per yearwill be createdby 2015
  5. 5. • Content< 100 > 1mYouTube videos by number of viewsSource: Business Insider, Businessweek%30201029.6%11.4%0.3%1k – 2.5k 10k – 100k2.7%0.0001%probability userwill view yourcontent
  6. 6. • Choice2000 20121,0008006004002002008Global internet connected device shipmentsSource: BI intelligence, MicrosoftUnits(millions)2004SmartphonesTabletsPersonalcomputersWearables47%multi-task onmultiplescreens
  7. 7. • ChoiceShare of device page traffic on a typical work dayMobilesbrighten thecommutePCs dominateworking hoursTablets popularat nightSource: comScore, Ericsson60%of consumerswatch videoon-demandweekly
  8. 8. • Consumption1.6bnMobilebroadbandconnections(43% y/y)Source: Ericsson
  9. 9. • Consumption###Source: Ericsson, KPCB, Microsoft2/3Use multiplescreens150times per daya user checkstheir smartphone1.6bnMobilebroadbandconnections(43% y/y)
  10. 10. • ConnectionSource: KPCB, YouTube, Facebook0 100FacebookYouTubeTwitterGoogle+LinkedInPinterestMySpaceInstagramTumblrFoursquare80Which social media do you use?%6040202011 v 20121bnunique usersvisit YouTubemonthly1.1bnglobal activeFacebook users
  11. 11. • ConnectionSource: KPCBDaily number of photos uploaded and shared (accumulated)2005 2013YTD5004003002001002009Photos(millions)FacebookFlickrInstagramSnapchat530mphotosuploaded andshared daily
  12. 12. ChoiceWhat does this mean to advertisers?ContentConsumption Connection
  13. 13. BrandConsumerThe unwritten contract is breakingAgenciesPublishersDistributors
  14. 14. ConsumerAgenciesDistributorsAd Exchanges/NetworksThe new landscapePublisherAdvertiserPublisherAdvertiserSocial ConnectionsBrand
  15. 15. 4.5xhigher purchaseupliftRicher media vs simpleBrandFavourabilityPurchaseIntent2.52.01.51.00.5Aided BrandAwarenessDelta(exposedminuscontrol)Richer media delivers on branding goalsSource: Google Doubleclick15xhigher brandfavourability
  16. 16. Choice over interruptionVideo formatpreference?Premium quality feel?More intrusiveformat?Positive brandsentiment?Added most value?Pre-rollPositive emotiontowards format?Format related tosearch/activity?NativeSource: Be On internal research
  17. 17. 75%higher engagementamongst users whochoose to watchvideo contentvsChoiceInterruptionSource: YouTube, Neilsen, Reelseo20%higher conversionwith user initiatedvideos
  18. 18. vsSource: YouTube, Neilsen, Reelseo82%Higher brand liftgenerated bynative ads,compared topre-rollNativePre-roll
  19. 19. Source: Gunn Report 1992-1995, IPALes Binet & Peter Field,Marketing in the Era ofAccountability, 2007Emotional advertisingcampaigns are moreeffective and moreprofitable than rationalcampaigns - even inrational categories…“”11xmore efficientin market sharegrowthThe Gunn Report
  20. 20. Emotions?
  21. 21. 1800sDarwinThe Expressionof Emotions inMan andAnimals
  22. 22. 1960s!EkmanFacial ActionCoding System(FACS)
  23. 23. 2010s1800s 1960sCodingAutomatedFacialCodingEmotions
  24. 24. CollectionGeneral globalpopulationrepresentationTrackingAutomated andframe-by-framein real-timeReportingEmotionAllsnapshot andin-depth results
  25. 25. 15” to 5’content length20+categoriesEmotionAll1,000+videos tested30+countries
  26. 26. AttractionHook in 8 secondsRetentionKeep the audienceImpactKahneman’s Peak-EndEngagementConnect via emotionsEmotionAll
  27. 27. EmotionAllSo real it’s scary 2This video has very goodoverall performance.Better than 95% of videos.
  28. 28. In-depth understandingUnited States(80.3%)United Kingdom(78.4%)CountriesEmotionAllGenderAgeIncome
  29. 29. Exceptional vs Standard54,440YouTube views5Tweets8Facebook shares57,659,141YouTube views101,572Tweets1,367,366Facebook shares9480706050403020%happinessAd duration
  30. 30. EngagementConnect viaemotionsAttractionHook in 8secondsRetentionKeep theaudienceImpactKahneman’sPeak-EndHow do emotions help brands break through?
  31. 31. Consumers love emotional content...3xhigher averageview to end %8xhigher clickthrough rate20xbetter inconverting viewsinto socialactions100xQuicker inattractingviewersSource: Be On research
  32. 32. 8%increase in BrandRecommendation7%increase inPurchase Intent14%increase in BrandFavourability...and it also creates ROI
  33. 33. How to break through
  34. 34. EmotionAttractionRetentionEngagementImpactEngagementSyndicationChoiceSharingEffectBrand FavorabilityPurchase intentBrand awareness+ =Creation Syndication MeasurementIntroducing the Impact Model and Score

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