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Be On - june, final deck
The document discusses the evolution of video content consumption from 2005 to 2016, highlighting trends in video uploads, user engagement, and the effectiveness of different video formats. It emphasizes the importance of emotional content in increasing viewer retention and interaction rates, and the shift from quantity to quality in content visibility across platforms like YouTube and Facebook. Furthermore, it outlines how advertisers can leverage these insights for improved engagement and brand favorability.
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Be On - june, final deck
- 1. From viral tovideo everywhere 2005 Luca Bruno, 2013 Michael Sohn - AP
- 2. 20,000 unique videos since 2005 20052013 Create Syndicate Measure
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- 4. • Content 2005 2013 5 4 3 2 2009 Globaldigital 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 Globalinternet 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 ofdevice 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
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- 9. • Consumption # ## Source: Ericsson,KPCB, Microsoft 150 times per day a user checks their smart phone 1.6bn Mobile broadband connections (43% y/y)
- 10. 75% higher engagement amongst userswho choose to watch video content 9.26% of adverts are ad-blocked Choice vs Interruption • Connection
- 11. Native vs Pre-roll 82% Higher brand lift generatedby native ads, compared to pre-roll • Connection
- 12. Brand Consumer The unwritten contractis breaking Agencies Publishers Distributors
- 13. Consumer Agencies Distributors Ad Exchanges/ Networks The newlandscape Publisher Advertiser Publisher Advertiser Social Connections Brand
- 14. Choice over interruption Videoformat 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
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- 17. The Gunn Report SOMgrowth ESOV Source: Gunn Report, IPA Efficiency advantage of creatively-awarded campaigns Creatively awarded Non-creatively awarded 11x Correlation
- 18. 1800s Darwin The Expression of Emotionsin Man and Animals
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- 22. 15” to 5’ contentlength 20+ categories EmotionAll 1,000+ videos tested 30+ countries
- 23. Engagement Connect via emotions Attraction Hook in8 seconds Retention Keep the audience Impact Kahneman’s Peak-End How do emotions help brands break through?
- 24. EmotionAll So Real It’sScary 2 This video has very good overall performance. Better than 95% of videos.
- 26. Exceptional vs Standard 54,440 YouTubeviews 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
- 27. The strongest videowe have seen so far? What’s the best video we have ever tested?
- 28. Consumers love emotionalcontent... 3xhigher average view to end % 8xhigher click through rate 20xbetter in converting views into social actions 100xQuicker in attracting viewers Source: Be On research
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- 30. The web isreturning from scale to engagement Google’s Panda and Penguin updates puts increasing focus on bounce rate, dwell time and social actions. At long last SEO is returning to content quality over quantity Facebook will show your posts to an increasing audience depending on engagement of the page in general and in particular the individual piece of content. Popular tweets will enter the top of people’s search results and guarantee exposure. Followers and engagement needed. Youtube is moving away from the view counter itself being dominant for rank and towards engagement metrics like view to end, likes, shares, comments The web is turning to engagement
- 31. From local toglobal media Source: PricewaterhouseCoopers (PwC) Monthly video consumption by region 2012 to 2016 in Petabytes North America, 541 4 Western Europe, 3845 Asia Pacific, 6241 Latin America, 664 Central and Eastern Europe, 513 Middle East and Africa, 204 2012 16,881 WORLD TOTAL 2016 45,252WORLD TOTAL North America, 8109 Western Europe, 11042 Asia Pacific, 17559 Latin America, 4099 Central and Eastern Europe, 2154 Middle East and Africa, 2289
- 32. Be On andYouTube format comparison Video format preference? Premium quality feel? More intrusive format? Positive brand sentiment? Added most value? YouTube Positive emotion towards format? Format related to search/activity? Be On
- 33. Example of Samsungvs LG results Metric SS Grad Party SS Boarding SS Usain Bolt LG Stage fright Views 7,552,066 8,893,708 15,923,853 5,581,131 Ad Views 6,926,362 8,495,758 N/A App. 3,000,000 YT Likes 2,392 1,216 1,324 9,586 YT comments 635 286 113 760 FB actions 17,607 6,649 6,907 45,128 Tweets 679 242 156 2,617 Social act. rate 2.82 0.94 0.48 10.40
- 34. Animated start screen Age gate Branded player Endplay terminal Product feed Social feed Interactive video Soundboard How the player helps
- 35. About 30% ofall goviral partners publish on multiple platforms: +8,000 Twitter Accounts +7,800 Facebook Pages +50,000 mid and long tail sites and platforms from Last.Fm and Wordpress to small vertical sites and blogs Vertical Experts Editorial Network Reach How video is syndicated Social Media Outreach In content syndication across premium publishers across International and local publishers Drive additional reach by broadening out targeting to relevant environments across identified sites where your audience are with multiscreen coverage
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- 37. Welcome to Insights Performance Impressions Views %Delivery Actions CTR Interactions Sharing Viewing Avg session (sec) % complete/PTE Feedback Impact Demographics Uplift Geography
- 38. Insights overview Brand LiftMeasurement Competitor Benchmarking Audience Visibility Engagement Analysis Emotive Impact FeedbackSocial Buzz Monitoring
- 39. Emotion Attraction Retention Engagement Impact Engagement Syndication Choice Sharing Effect Brand Favorability Purchase intent Brandawareness + = Creation Syndication Measurement Introducing the Short Video Impact Model (SVIM)
Editor's Notes
- #11 Users, who choose to watch are 75% more engaged to the content compared to standard ads http://thenextweb.com/socialmedia/2011/06/12/only-30-of-youtube-users-skip-pre-roll-ads/ 15,000,000 Ad Block users on Chrome alone https://chrome.google.com/webstore/detail/adblock/gighmmpiobklfepjocnamgkkbiglidom?utm_source=chrome-ntp-icon On average 9.26% of impressions are ad-blocked, May 2012 http://clarityray.com/Content/ClarityRay_AdBlockReport.pdf
- #12 Remember the last award winning pre-roll?82% brand lift compared to pre-rollNielsen ‘Comparing Resonance for Native and Pre-roll Video Ads with Real-time Metrics ‘, March 2013
- #27 Point:1. Standard doesn’t work2. Even modest emotional differences make exponential difference in breaking through
- #29 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
- #35 … or Custom, in which we provide full access to Be On’sin house post production team, who will work with you to create bespoke enrichments to your content either within the player ...
- #37 Viewership is splintering across the web and across devices. Our dedicated programming team makes sure that the right video reaches the right user at the right time.
- #40 Understand emotions through an Impact Score