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
Be On Cannes 2013
Be On Cannes 2013
Be On Cannes 2013
Be On Cannes 2013
Be On Cannes 2013
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Be On Cannes 2013

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"Be Emotive" - The Be On Cannes Lions seminar 2013 presented by Rene Rechtman and Mihkel Jaatma from RealEyes... Link to Youtube: http://www.youtube.com/watch?v=cEVhADbBJF0

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  • Remember the last award winning pre-roll?
  • Remember the last award winning pre-roll?
  • Reduced price sensitivity and creates strong sense of brand differentiation.
  • Video - Ford
  • Video – AS Roma
  • DEMO
  • LG Video
  • Data from LG report
  • Point:1. Standard doesn’t work2. Even modest emotional differences make exponential difference in breaking through
  • Emotionally stronger ads get3x higher average view to end %8x higher click through rate20x better in converting views into social actions100x quicker in attracting viewers.Source: Be On and Realeyes research based on 400 videos study, 2013
  • Understand emotions through an Impact Score
  • Be On Cannes 2013

    1. Be Emotive2005 Luca Bruno, 2013 Michael Sohn - AP
    2. 20,000unique videossince 20052005 2013Viral Video2005The “SocialMedia”Playbook2008BrandedEntertainment2010GenerationSocial2012Be Emotive2013
    3. ContentConsumption ConnectionChoiceWhy emotive?
    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. • 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. • Choice2000 20121,0008006004002002008Global internet connected device shipmentsSource: BI intelligence, MicrosoftUnits(millions)2004SmartphonesTabletsPersonalcomputersWearables47%multi-task onmultiplescreens
    7. • ChoiceShare of device page traffic on a typical work dayMobilesbrighten thecommutePCs dominateworking hoursTablets popularat nightSource: comScore, Ericsson60%of consumerswatch videoon-demandweekly
    8. • Consumption1.6bnMobilebroadbandconnections(43% y/y)Source: Ericsson
    9. • Consumption###Source: Ericsson, KPCB, Microsoft2/3Use multiplescreens150times per daya user checkstheir smartphone1.6bnMobilebroadbandconnections(43% y/y)
    10. • ConnectionSource: KPCB, YouTube, Facebook0 100FacebookYouTubeTwitterGoogle+LinkedInPinterestMySpaceInstagramTumblrFoursquare80Which social media do you use?%6040202011 v 20121bnunique usersvisit YouTubemonthly1.1bnglobal activeFacebook users
    11. • ConnectionSource: KPCBDaily number of photos uploaded and shared (accumulated)2005 2013YTD5004003002001002009Photos(millions)FacebookFlickrInstagramSnapchat530mphotosuploaded andshared daily
    12. ChoiceWhat does this mean to advertisers?ContentConsumption Connection
    13. BrandConsumerThe unwritten contract is breakingAgenciesPublishersDistributors
    14. ConsumerAgenciesDistributorsAd Exchanges/NetworksThe new landscapePublisherAdvertiserPublisherAdvertiserSocial ConnectionsBrand
    15. 4.5xhigher purchaseupliftRicher media vs simpleBrandFavourabilityPurchaseIntent2.52.01.51.00.5Aided BrandAwarenessDelta(exposedminuscontrol)Richer media delivers on branding goalsSource: Google Doubleclick15xhigher brandfavourability
    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. 75%higher engagementamongst users whochoose to watchvideo contentvsChoiceInterruptionSource: YouTube, Neilsen, Reelseo20%higher conversionwith user initiatedvideos
    18. vsSource: YouTube, Neilsen, Reelseo82%Higher brand liftgenerated bynative ads,compared topre-rollNativePre-roll
    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. Emotions?
    21. 1800sDarwinThe Expressionof Emotions inMan andAnimals
    22. 1960s!EkmanFacial ActionCoding System(FACS)
    23. 2010s1800s 1960sCodingAutomatedFacialCodingEmotions
    24. CollectionGeneral globalpopulationrepresentationTrackingAutomated andframe-by-framein real-timeReportingEmotionAllsnapshot andin-depth results
    25. 15” to 5’content length20+categoriesEmotionAll1,000+videos tested30+countries
    26. AttractionHook in 8 secondsRetentionKeep the audienceImpactKahneman’s Peak-EndEngagementConnect via emotionsEmotionAll
    27. EmotionAllSo real it’s scary 2This video has very goodoverall performance.Better than 95% of videos.
    28. In-depth understandingUnited States(80.3%)United Kingdom(78.4%)CountriesEmotionAllGenderAgeIncome
    29. Exceptional vs Standard54,440YouTube views5Tweets8Facebook shares57,659,141YouTube views101,572Tweets1,367,366Facebook shares9480706050403020%happinessAd duration
    30. EngagementConnect viaemotionsAttractionHook in 8secondsRetentionKeep theaudienceImpactKahneman’sPeak-EndHow do emotions help brands break through?
    31. Consumers love emotional content...3xhigher averageview to end %8xhigher clickthrough rate20xbetter inconverting viewsinto socialactions100xQuicker inattractingviewersSource: Be On research
    32. 8%increase in BrandRecommendation7%increase inPurchase Intent14%increase in BrandFavourability...and it also creates ROI
    33. How to break through
    34. EmotionAttractionRetentionEngagementImpactEngagementSyndicationChoiceSharingEffectBrand FavorabilityPurchase intentBrand awareness+ =Creation Syndication MeasurementIntroducing the Impact Model and Score

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