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 Generation Social 2012 Be Emotive 2013

Content Consumption Connection Choice Why
emotive?

• 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

• 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

• 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

• 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

• Consumption 1.6bn Mobile broadband
connections (43% y/y) Source: Ericsson

• 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)

• 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

• 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

Choice What does this mean
to advertisers? Content Consumption Connection

Brand Consumer The unwritten contract
is breaking Agencies Publishers Distributors

Consumer Agencies Distributors Ad Exchanges/
Networks The new landscape Publisher Advertiser Publisher Advertiser Social Connections Brand

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

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

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

vs Source: YouTube, Neilsen, Reelseo
82% Higher brand lift generated by native ads, compared to pre-roll Native Pre-roll

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

Emotions?

1800s Darwin The Expression of
Emotions in Man and Animals

1960s ! Ekman Facial Action
Coding System (FACS)

2010s1800s 1960s Coding Automated Facial
Coding Emotions

Collection General global population representation
Tracking Automated and frame-by-frame in real-time Reporting EmotionAll snapshot and in-depth results

15” to 5’ content length
20+ categories EmotionAll 1,000+ videos tested 30+ countries

Attraction Hook in 8 seconds
Retention Keep the audience Impact Kahneman’s Peak-End Engagement Connect via emotions EmotionAll

EmotionAll So real it’s scary
2 This video has very good overall performance. Better than 95% of videos.

In-depth understanding United States (80.3%)
United Kingdom (78.4%) Countries EmotionAll Gender Age Income

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

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?

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

8%increase in Brand Recommendation 7%
increase in Purchase Intent 14%increase in Brand Favourability ...and it also creates ROI

How to break through

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