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Be On Cannes 2013

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Be Emotive
2005 Luca Bruno, 2013 Michael Sohn - AP
20,000
unique videos
since 2005
2005 2013
Viral Video
2005
The “Social
Media”
Playbook
2008
Branded
Entertainment
2010
Gen...
Content
Consumption Connection
Choice
Why emotive?

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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

"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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Be On Cannes 2013

  1. Be Emotive 2005 Luca Bruno, 2013 Michael Sohn - AP
  2. 20,000 unique videos since 2005 2005 2013 Viral Video 2005 The “Social Media” Playbook 2008 Branded Entertainment 2010 Generation Social 2012 Be Emotive 2013
  3. Content Consumption Connection Choice Why emotive?
  4. • Content 2005 2013 5 4 3 2 2009 Global digital content created and shared Source: KPCB, YouTube YouTube hours of video uploaded per minute 100 75 50 25 ZB Hrs 100 hrs of video uploaded to YouTube each minute 8 ZB of data per year will be created by 2015
  5. • Content < 100 > 1m YouTube videos by number of views Source: Business Insider, Businessweek % 30 20 10 29.6% 11.4% 0.3% 1k – 2.5k 10k – 100k 2.7% 0.0001% probability user will view your content
  6. • Choice 2000 2012 1,000 800 600 400 200 2008 Global internet connected device shipments Source: BI intelligence, Microsoft Units (millions) 2004 Smart phones Tablets Personal computers Wearables 47% multi-task on multiple screens
  7. • Choice Share of device page traffic on a typical work day Mobiles brighten the commute PCs dominate working hours Tablets popular at night Source: comScore, Ericsson 60% of consumers watch video on-demand weekly
  8. • Consumption 1.6bn Mobile broadband connections (43% y/y) Source: Ericsson
  9. • Consumption # ## Source: Ericsson, KPCB, Microsoft 2/3 Use multiple screens 150 times per day a user checks their smart phone 1.6bn Mobile broadband connections (43% y/y)
  10. • Connection Source: KPCB, YouTube, Facebook 0 100 Facebook YouTube Twitter Google+ LinkedIn Pinterest MySpace Instagram Tumblr Foursquare 80 Which social media do you use? %604020 2011 v 2012 1bn unique users visit YouTube monthly 1.1bn global active Facebook users
  11. • Connection Source: KPCB Daily number of photos uploaded and shared (accumulated) 2005 2013YTD 500 400 300 200 100 2009 Photos (millions) Facebook Flickr Instagram Snapchat 530m photos uploaded and shared daily
  12. Choice What does this mean to advertisers? Content Consumption Connection
  13. Brand Consumer The unwritten contract is breaking Agencies Publishers Distributors
  14. Consumer Agencies Distributors Ad Exchanges/ Networks The new landscape Publisher Advertiser Publisher Advertiser Social Connections Brand
  15. 4.5x higher purchase uplift Richer media vs simple Brand Favourability Purchase Intent 2.5 2.0 1.5 1.0 0.5 Aided Brand Awareness Delta (exposed minus control) Richer media delivers on branding goals Source: Google Doubleclick 15x higher brand favourability
  16. Choice over interruption Video format preference? Premium quality feel? More intrusive format? Positive brand sentiment? Added most value? Pre-roll Positive emotion towards format? Format related to search/activity? Native Source: Be On internal research
  17. 75% higher engagement amongst users who choose to watch video content vs Choice Interruption Source: YouTube, Neilsen, Reelseo 20% higher conversion with user initiated videos
  18. vs Source: YouTube, Neilsen, Reelseo 82% Higher brand lift generated by native ads, compared to pre-roll Native Pre-roll
  19. Source: Gunn Report 1992-1995, IPA Les Binet & Peter Field, Marketing in the Era of Accountability, 2007 Emotional advertising campaigns are more effective and more profitable than rational campaigns - even in 'rational' categories… “ ” 11x more efficient in market share growth The Gunn Report
  20. Emotions?
  21. 1800s Darwin The Expression of Emotions in Man and Animals
  22. 1960s ! Ekman Facial Action Coding System (FACS)
  23. 2010s1800s 1960s Coding Automated Facial Coding Emotions
  24. Collection General global population representation Tracking Automated and frame-by-frame in real-time Reporting EmotionAll snapshot and in-depth results
  25. 15” to 5’ content length 20+ categories EmotionAll 1,000+ videos tested 30+ countries
  26. Attraction Hook in 8 seconds Retention Keep the audience Impact Kahneman’s Peak-End Engagement Connect via emotions EmotionAll
  27. EmotionAll So real it’s scary 2 This video has very good overall performance. Better than 95% of videos.
  28. In-depth understanding United States (80.3%) United Kingdom (78.4%) Countries EmotionAll Gender Age Income
  29. Exceptional vs Standard 54,440 YouTube views 5 Tweets 8 Facebook shares 57,659,141 YouTube views 101,572 Tweets 1,367,366 Facebook shares 9 4 80 70 60 50 40 30 20 %happiness Ad duration
  30. Engagement Connect via emotions Attraction Hook in 8 seconds Retention Keep the audience Impact Kahneman’s Peak-End How do emotions help brands break through?
  31. Consumers love emotional content... 3xhigher average view to end % 8xhigher click through rate 20xbetter in converting views into social actions 100xQuicker in attracting viewers Source: Be On research
  32. 8%increase in Brand Recommendation 7% increase in Purchase Intent 14%increase in Brand Favourability ...and it also creates ROI
  33. How to break through
  34. Emotion Attraction Retention Engagement Impact Engagement Syndication Choice Sharing Effect Brand Favorability Purchase intent Brand awareness + = Creation Syndication Measurement Introducing the Impact Model and Score

Editor's Notes

  • 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
  • ×