1. Be Emotive
IAB Video Conference 2013
2005 Luca Bruno, 2013 Michael Sohn - AP

2. The 3 pillars in branded content
Creation
Syndication
Measurement
t
From ads to assets
From ad space to
news story
From exposure
to impact

3. Challenge
Creative
+
Media
=
ROI

4. Creative

5. “
11x
Emotional advertising
campaigns are more
effective and more
profitable than rational
campaigns - even in
'rational' categories…
”
Source: Gunn Report 2000-2008, IPA
more efficient
in market share
growth
The Gunn Report
Les Binet & Peter Field,
Marketing in the Era of
Accountability, 2007

6. Emotions?

7. 1800s
Darwin
The Expression
of Emotions in
Man and
Animals

8. !
1960s
Ekman
Facial Action
Coding System
(FACS)

9. 1800s
Emotions
1960s
Coding
2010s
Automated
Facial
Coding

10. Demo

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

12. Sample videos exceeding in each category
Attraction
Hook in 8
seconds
Engagement
Connect via
emotions
Retention
Keep the
audience
Impact
Kahneman’s
Peak-End

13. Cannes Study
Gold 30
Silver 24
246
videos tested
Entered 96
Bronze 24
11k
people
Shortlisted 72
YES
shortlist with
75% accuracy!
35k+
viewings

14. Case study

16. Minimal
negative
emotions
throughout
Confusion is
dominant
emotion for first
45 secs, lowering
attraction
Happiness
spikes and
dominates
throughout
Happiness drops,
but video ends
with peak, leaving
viewers with
strong impact

17. So Real it’s Scary
Emotional
Impact
This video has very good
overall performance.
Better than 95% of videos.

18. Learnings
Get attention with a strong spike of
surprise and happiness in the first eight
seconds. Avoid confusion.
Prevent drops and end
with a spike for the
strongest impact.
€
Ending with an engagement
spike benefits the syndication
strategy of publishers with
higher play-to-end rates.
Syndicate to relevant
audiences with the
highest engagement.
Activate the video across
highly engaged UK and
US audiences

19. 30” to 2’
content length
4200+
3
markets
(ES, US & AU)
11
pieces of
content
panel

20. Trailer vs Episode
Episodes
Trailers

21. Trailer vs Episode
Morocco Episode
Morocco Trailer
7
>
5
CTR
17%
2x
8.5%
SOCIAL ACTIONS
(PER 1000 VIEWS)
0.9
3x
0.3
CONTENT ACTIONS
(PER 1000 VIEWS)
28
6x
5
IMPACT SCORE

22. Standard vs. Outstanding
Roulette
Cambodia
IMPACT SCORE
9
>
7
CLICK TO PLAY
7.76%
2x
3.66%
AVERAGE VIEW
THROUGH
73 %
3x
26%
SOCIAL ACTIONS
(PER 1000 VIEWS)
12.9
12x
1.1

23. Consumers love emotional content...
3x
higher average
view to end %
8x
higher click
through rate
20x
better in
converting views
into social
actions
Source: Be On research
100x
Quicker in
attracting
viewers

24. Media

25. Unforgettable ad campaigns of 2012
9 out of 10 are videos
1
2
3
6
5
4
7
8
9
10

26. However many brands are struggling
Average total views per video on YouTube
for the top 100 global brands
50.3%
50
40
30.3%
30
14.7%
20
3.9%
10
0.6%
%
< 1k
1k – 10k
10k – 100k
Source: Pixability, Top 100 Brands on Youtube, Aug 2013
100k – 1m
> 1m

27. The web is returning from scaleto engagement
The web is moving from views to engagement
2008
2010
2013
Views
Likes
Comments
Viewing behaviour
Subscribing
Twitter shares/likes
Facebook shares/likes
Google+ share/likes
Other shares (LinkedIn, Reddit)
No. of embeds/inbound links
Authority
Source: moz.com/blog/youtube-ranking-factors-whiteboard-friday

28. Views but no
social validation
14m
Global views
(Across us and Youtube)
4,7k
Social actions
(On FB, Twitter and g+)
520
Likes + Comments
(On Youtube)

29. Creating social and conversation is key
Comparison of video sharing between
top and bottom 25% of brands
Top 25%
330x greater
Bottom 25%
Top 25%
89x greater
Bottom 25%
Source: Pixability, Top 100 Brands on Youtube, Aug 2013

30. All needs to play in tune to make a global success
Facebook
Global PR
Twitter
Internal
Comm’s
Google+
#Embeds
Influencer
Outreach
Views/
Time
Views/Attenti
on
Editorial
outreach
Title + Tagging

31. The first 72 Hours of #lgstagefright
2m+ views
Explosion
Amplification
Launch
Counter stops
at 301+ views
300k
views
1m
views
Views

32. Launch
Counter stops
at 301+ views
300k
views
Check list
Aligned global launch
All markets live from same morning
PR outreach / Internal coordination
Social influencer outreach

33. Validation points
1m
views
300k
views
Check list
Social sharing
Reaching one million views
+1,000 sites live
Break first mainstream media

34. Doing it right means a lot more than you pay for!
6,1m
Global views
(+300% earned media)
78k
Social actions
(On FB, Twitter and g+)
12,5k
Likes + Comments
(On Youtube)
Source: Youtube, Be On, Sharedcount

35. Results carry through to ROI studies
8pp
increase in Brand
Recommendation
7pp
increase in
Purchase Intent
14pp
increase in Brand
Favourability

36. Every now and then it all comes together

37. The effect seems to be long term…

38. ROI

39. Video Impact Model
Assets
Attraction
Retention
Engagement
Impact
Emotions
+
Media
Syndication
Orchestration
Social
Response
=
ROI
Engagement metrics
Brand metrics
Sales Metrics
Impact