"Content is King and Distribution is Queen" - Ebuzzing and Teads, Pierre Chappaz

•

1 like•1,038 views

This document discusses strategies for brands to gain attention and visibility. It presents two case studies of brand campaigns that used innovative video formats distributed on social networks to drive traffic to websites. The Ibis campaign delivered close to 760,000 video views across social networks and generated over 465,000 visits to its website. The Evian campaign ran view-to-play video ads on top news/business publishers' sites across 23 countries, achieving over 8 million views. The document advocates that content and distribution are both important for brands to be seen at scale.

Content is King,
Distribution is Queen
PIERRE CHAPPAZ, CHAIRMAN & GROUP CEO

BRANDS
FACE HIGH
CHALLENGES FOR
ATTENTION
AND
VISIBILITY

CAMPAIGN BACKGROUND
THE ULTIMATE SLEEP - IBIS
Agency:
BETC
Production:
VICE France
Product:
Sweet Bed by IbisTM
Tagline:
Now the best place to
sleep is everywhere
Format:
Interactive web documentary
Scenario:
A passionate adventurer is sleeping in a place where
nobody has been willing to sleep before thanks to the
Sweet Bed.
Objective:
Generate traffic to the interactive website www.ibis-
expedition.com that hosts the video

More than 7 000 shares
on social networks and
96 000 Facebook users exposed
CAMPAIGN DETAILS
KPIs
Close to
760 000
views delivered
in full view and
full screen, including
23% of free
media views
More than
465 000 visits
on the website ibis-expedition
Average time spent on the
website was
6 mins 30
Close to 9 000 redirections
to the website ibis.com,
the sweet bed and Ibis
Facebook page
More than 100 articles written by influential publishers among top blogs like Presse-Citron,
Llllitl or La Réclame in 7 different countries

VIDEO EMOTIONAL ANALYSIS
EVIAN – BABY & ME
Ad:
Evian Baby & Me
Average of All Participants
Good Hook Good Middle Good End✓ ✓ ✓
Moment-by-moment emotion engagement
EXPRESSIVENESS
Duration:
76 sec
Ranking:
3/21
Views:
70M
(160 million total views globally)
AFFDEX SCORE: 92

Average of All Participants
Good Hook Good Middle Good End✓ ✓ ✓
Moment-by-moment emotion engagement
EXPRESSIVENESS
VIDEO EMOTIONAL ANALYSIS
TWENTIETH CENTURY FOX – DEVIL BABY ATTACK
Ad:
Devil Baby Attack
Duration:
109 sec
Ranking:
1/21
Views:
42M
AFFDEX SCORE: 94

Source: Affectiva – February 2014
CONTENT IS KING, DISTRIBUTION IS QUEEN

BREITLING
Campaign runs across
23 countries
(FR/ BE/ NL/ LU/ UK/ DE/ CH/ ES/ IT/ PT/ TK/ MOROCCO/ ALGERIA/
US/ BR/ UAE/ ZA/ JP/ SG/ INDIA/ JP/ AU/ NZ)
Teads Elite Club Campaign
Only the top 5 most respected
News/ Business publishers in each country
More than 8 Million Views
(30 sec guaranteed) to deliver
15th MAY TO 10th JUNE 2014

Skyfall was financed by Metro-Goldwyn-Mayer, Danjag, Eon Productions and Sphere Studios with a $200 million budget. It spent heavily on marketing, partnering with Coca-Cola and using YouTube ads and an interactive website to promote it. Skyfall was financially successful, making $109.4 million internationally and $90.6 million domestically, and is still profitable through merchandising deals, cementing it as a successful James Bond film.

Fex 121129 - presentatie - dakar press team - icnia - bron - icnia

Flevum

Le Dakar 2013 | The great escape..... Dakar 2013 van 5 Januari tot 20 Januari van Lima via Tucumán naar Santiago. 4,5 miljoen toeschouwers, 1200 uur TV uitzendingen, 1 miljard TV kijkers, 4,3 miljoen bezoekers op de website.....Een plaatje (beelden/foto) zegt meer dan 1000 woorden. Leer tijdens deze bijeenkomst alles over wat het nieuwe medium - fotobroadcasting - voor uw organisatie kan betekenen!

Rainbow-venture lab

Asma Ramadan

RainBow is a mobile game app designed for adventure and challenge seekers. The game has players discover hidden umbrellas through different levels, unleashing their mental powers. It will be available for free with ads or via paid versions on iOS, Android and Windows phones. The game uses high resolution graphics and controls. RainBow expects to earn profits through mobile ads, paid app versions, and potentially selling the game to other companies. The target customer demographic is youth between ages 12-65. Screenshots provide examples of the game's visuals and levels.

Design Essentials

Sumeet Nabajja

HAL Ad Campaign

Lynn Chuba

The document outlines a marketing campaign for Holland America Line cruise ships that all end in "DAM". The campaign will target upscale baby boomers and retirees through print ads featuring destinations and reinforcing the ship names. A smartphone app will also be created to provide cruise information like local weather, itineraries, and shore excursion booking. Additionally, small replica ships will be placed in water traps at golf courses to advertise.

[SEN#7] Le classement des Entreprises de Service du Numérique (ex-SSII) qui r...

FrenchWeb.fr

Ibis Experience - Social Media Point 23

SocialMediaPoint

The document summarizes an interactive digital campaign created by ibis hotels to promote their new "Sweet bed by ibis" and position the brand as innovative. It involved following explorers trying to sleep in remote Mount Roraima through an immersive website. The campaign reached over 2 million visitors across 178 countries, driving brand awareness and preference through earned, owned and paid media activation. It resulted in over 200 international press articles and strong social engagement, repositioning the ibis brand as innovative and digital.

Online video distribution with goviral

Lance Traore

Goviral distributes branded video content and guarantees a minimum number of video views for advertisers on a pay-per-performance basis. It has over 20,000 content items distributed across 21,000 publishers reaching 250,000 websites. Goviral delivers over 35 million targeted views per month. Case studies show how distributing long-form branded content videos across relevant websites and allowing social sharing can generate hundreds of thousands of views and increased brand awareness for advertisers like Renault.

The document describes a video advertising solution called BEEAD that provides quantifiable results. It offers several pre-roll and interstitial video ad formats that are guaranteed to be viewed in full screen from start to finish. BEEAD's advertising appears in ad-free environments before valuable content on premium websites. It uses double targeting and self-targeting to provide the most unique and powerful targeting available. Studies show BEEAD formats significantly increase brand awareness and recognition for advertisers. The solution has generated over 85 million clicks and is one of the top advertising networks in France. It is now launching in other countries in Europe. BEEAD guarantees clear formats and the ability to track any campaign details. It also offers opportunities to

Harness the power of video for a winning marketing strategy

Jon Mowat

Ebuzzing the science behind video sharing final lb

Eric Tourtel / @erictourtel

This document discusses best practices for creating engaging video content based on research from eBuzzing Labs. It provides 10 "golden rules" for video sharing: 1) Grab attention in the first 5 seconds, 2) Videos don't need to be 30 seconds, 3) Tell a good story, 4) Create an emotional rollercoaster, 5) Include surprises, 6) Use smart product placement, 7) Make the video appealing through sound, 8) Maximize views in the first 24 hours, 9) Engage influencers, and 10) Use a rich interactive player. It also analyzes case studies like Evian's "Baby & Me" video that achieved success by following these rules.

Userfarm, Video Crowdsourcing

Userfarm

Harness the power of video strategy to increase sales and grow your brand

Jon Mowat

Ai global credentials_eng (pdf.io) (2)

06vlad82

A.I.TOUCH HUB provides advertising tools and solutions to fulfill clients' needs. They have been in the internet advertising market since 2017 with an active team of 11 specialists. They have successfully run over 10,000 advertising campaigns in partnership with FISH Media HUB. Their tools include programmatic RTB, websites, video, social networks, and mobile platforms. They provide pre-roll and content roll placements on licensed video and news sites that receive over 3 million monthly users and 30 million monthly impressions. Their video division covers over 5 million monthly users and 50 million monthly impressions across various licensed video streaming sites. They provide case studies and performance metrics for different client verticals such as gaming, cosmetics, retail,

Industry Presentation: Valuable Virality & Emotional Targeting

dmg events Asia

In today’s frenetic, cluttered media landscape, brands that want success on social media and memorability at the point of purchase need to create and distribute contagious content that makes a deep emotional connection with their audience. We’ll share our academic data driven approach to content creation and demonstrate how creating deeper connection with consumer drive brand value and user engagement both on and offline. We’ll describe how Emotional Targeting enhance programmatic video advertising. Speaker: Justin Lim, Senior Sales Manager - APAC, Unruly Media

Andrea Febbraio (ebuzzing) Social Video iStrategy London 2012

iStrategy

This document discusses social video advertising and unlocking its potential. It outlines that engagement is the key performance indicator and is driven by intention and attention. It also discusses distribution of video content through influential social media publishers and platforms like Facebook, Twitter, YouTube and blogs to maximize engagement and brand awareness. Specific tactics mentioned include using Facebook in-game views for ultra-fine targeting, opt-in models for video views that drive more sharing than traditional seeding, and using a social video process and campaign simulation to estimate potential reach.

Goviral Claus Moseholm

Paul Immerzeel

Rene Rechtman of GoViral #smo09 London

Arjen Strijker

Pitch presentation marketing communications

jlotan

The document proposes a marketing campaign for Tasmania tourism. It identifies issues with previous inconsistent messaging across platforms. The proposal is to create two promotional videos using GoPro cameras narrating a day of activities in Tasmania targeted at different age groups. Accompanying print ads will depict stills from the videos. The campaign aims to inform audiences of alternative activities beyond scenery through a storytelling approach across multiple media platforms. Choosing the agency allows clients to improve branding, offers, and conversions with a full-service advertising firm.

Viral is dead, online video is born

Mads Holmen

Netinfo iabforum presentation_full linked

Amaliya Abbas

This document discusses how creativity meets technology in the multi-screen era. It notes that there are now over 295 exabytes of data in the world being generated each day, bombarding people with information from various screens. It introduces the concept of transmedia storytelling, which tells a single story across multiple platforms. It also discusses how people are using second screens like smartphones simultaneously while watching TV for both related and unrelated activities. The key is not whether people use multiple screens, but how brands can design creative experiences that allow people to interact with and move between different devices. It provides some examples of multi-screen campaigns and emphasizes focusing on the consumer journey across platforms.

Chamber Process and Capabilities 2019

Kayla Starta

Rp investor deck

microventures

The document proposes a new platform that allows advertisers and publishers to easily create and change campaigns in real-time to meet consumer needs across multiple devices. It aims to provide scalability, lower costs, cross-platform experiences, and measurement of outcomes like video completions and interaction rates. Key differentiators include integration of videos, social media, live streaming, and analytics to optimize creatives. The target market size is $18.9 billion in annual digital ad spend. The founder and CEO has successful experience incubating startups and the team includes experts in technology, product, and media.

Vmbctv New Ad V11

mfeldman11

Vmbc.tv is a mobile video syndication network that offers advertising opportunities across multiple platforms including mobile, web, and television. It provides various programming options targeted towards different demographics. Advertisers can reach young audiences aged 18-24 through engaging content across these platforms. Vmbc.tv allows for repeat messaging and opportunities to inspire purchases through discount offers and interactivity.

Portada Online Video Forum 2015

Portada

The document provides details about an online video event organized by Portada including sponsors, agenda items, and logistics. Key highlights include: - Silver and bronze sponsors as well as an online video talent development and official wire sponsors supported the event. - The agenda covered topics like platforms, formats and reach in the online video space in Latin America. It also included case studies and discussions on reinventing and leveraging online video potential. - Logistics covered the event website, Wi-Fi access sponsored by Teads, and locations for registration and a special online video talent showcase.

Yl16 cyber 09

YoungLionsCZ

The document proposes an integrated social media campaign on Facebook, YouTube, and Instagram to promote the development projects of People in Need organization. The campaign will create humorous animated videos about various development projects to generate interest and shares among young people in the Czech Republic. Paid advertising will target 330,000 users on Facebook and Instagram for 50,000 CZK total, and 180,000 users on YouTube for 20,000 CZK. Additionally, the humorous content is expected to organically spread through sharing on social media. The videos will clarify misunderstandings about foreign development work in an entertaining way without sound.

Kevin keating creative portfolio smaller

Loft Industrie

How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...

Filmteractive Festival

Programme

Cristal Events

Digital Tuesday Paris "Un MOOC comme objet stratégique pour votre entreprise"

Cristal Events

Similar to "Content is King and Distribution is Queen" - Ebuzzing and Teads, Pierre Chappaz

Presentazione BeeAD Italia

Andrea Febbraio

Harness the power of video for a winning marketing strategy

Jon Mowat

Ebuzzing the science behind video sharing final lb

Eric Tourtel / @erictourtel

Userfarm, Video Crowdsourcing

Userfarm

Harness the power of video strategy to increase sales and grow your brand

Jon Mowat

Ai global credentials_eng (pdf.io) (2)

06vlad82

Industry Presentation: Valuable Virality & Emotional Targeting

dmg events Asia

Andrea Febbraio (ebuzzing) Social Video iStrategy London 2012

iStrategy

Goviral Claus Moseholm

Paul Immerzeel

Rene Rechtman of GoViral #smo09 London

Arjen Strijker

Pitch presentation marketing communications

jlotan

Viral is dead, online video is born

Mads Holmen

Netinfo iabforum presentation_full linked

Amaliya Abbas

Chamber Process and Capabilities 2019

Kayla Starta

Rp investor deck

microventures

Vmbctv New Ad V11

mfeldman11

Portada Online Video Forum 2015

Portada

Yl16 cyber 09

YoungLionsCZ

Kevin keating creative portfolio smaller

Loft Industrie

How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...

Filmteractive Festival

Similar to "Content is King and Distribution is Queen" - Ebuzzing and Teads, Pierre Chappaz (20)

Presentazione BeeAD Italia

Harness the power of video for a winning marketing strategy

Ebuzzing the science behind video sharing final lb

Userfarm, Video Crowdsourcing

Harness the power of video strategy to increase sales and grow your brand

Ai global credentials_eng (pdf.io) (2)

Industry Presentation: Valuable Virality & Emotional Targeting

Andrea Febbraio (ebuzzing) Social Video iStrategy London 2012

Goviral Claus Moseholm

Rene Rechtman of GoViral #smo09 London

Pitch presentation marketing communications

Viral is dead, online video is born

Netinfo iabforum presentation_full linked

Chamber Process and Capabilities 2019

Rp investor deck

Vmbctv New Ad V11

Portada Online Video Forum 2015

Yl16 cyber 09

Kevin keating creative portfolio smaller

How to engage the consumers? Cross media formats - Andrew Piller, Fremantleme...

More from Cristal Events

Programme

Cristal Events

Digital Tuesday Paris "Un MOOC comme objet stratégique pour votre entreprise"

Cristal Events

Digital Tuesday Paris "Machine learning, quel avenir pour nous les hommes ?"

Cristal Events

This document describes Learning7's e-learning solutions for empowering marketing professionals in a digital world. It offers a professional certification delivered through a blended learning approach of 80% e-learning and 20% face-to-face workshops tailored for each client's needs. The certification program aims to build key digital capabilities that are increasingly important as 47% of today's jobs will disappear by 2025 and 77% of companies consider missing digital skills a hurdle to digital transformation.

Digital Tuesday Paris "La gamification dans la formation digitale"

Cristal Events

Digital Tuesday Paris "Quel collègue êtes-vous ?"

Cristal Events

Programme - African Cristal Festival 2017 (EN)

Cristal Events

The document discusses cultural diversity in Africa and the role of brands. It notes that Africa has great cultural diversity both between and within countries. It is difficult to generalize about the "African consumer" without risking uniformization. The document questions whether local and international brands can help preserve cultural identities while also building trust. It emphasizes that Africa faces socioeconomic challenges like informal economies but should remain optimistic. New technologies and innovations can help transform the future of Africa. Cultures, innovation, mobility, and creativity will be key themes.

Cristal Festival 2016 - Programme

Cristal Events

ID Cristal Congress Mauritius 2016

Cristal Events

The document summarizes the ID Cristal Congress event scheduled for October 6-7, 2016 in Mauritius. The event will gather decision makers and leaders from African and Indian Ocean advertising agencies to discover award-winning campaigns, discuss key marketing trends, and participate in workshops on topics like virtual reality, artificial intelligence, and storytelling. It provides an agenda, list of speakers, and information on participating through various pass options.

ACF 2016 - Programme

Cristal Events

The document provides the program schedule for the African Crystal Festival held in Marrakesh, Morocco from September 22-23, 2016. It includes keynotes, panels, and workshops on topics related to advertising, branding, entrepreneurship, and innovation in Africa. Some of the featured speakers discuss authentic representation in African advertising, creative renewal, the future of programmatic advertising, building brands in Africa, and how AI and automation can fuel new digital marketing opportunities. The festival culminates with an awards ceremony and gala dinner on the evening of September 23rd.

DT DUBAI 2016 (May 29th) - Izu Nwa-Chukwu (Edelman DABO) "The rise of social ...

Cristal Events

This document traces the evolution of video technology from its origins in 1927 to modern times. It notes key developments like color television in the 1950s, widespread satellite TV in the 1970s, and smart 3D video in 2010. The document highlights heavy video consumption on platforms like YouTube, Facebook, and Snapchat, with billions of daily views. It asks why social video is popular and suggests it is because people choose what they watch and can publish themselves. The document also provides tips for creating effective social video, like making it snackable and entertaining. It concludes by looking toward emerging technologies like virtual, augmented, and mixed reality.

DT DUBAI 2016 (May 29th) - Hind Abu Alia (MBC Group) "Your wish is on Demand"

Cristal Events

This document discusses the value of premium video content and advertising. It notes that while many video ads are viewable, premium content is more likely to engage audiences. Data shows ads in premium environments have higher viewability and completion rates. The document also discusses the "halo effect" of multiplatform TV, where TV advertising enhances digital returns and its ROI is understated, according to studies. It emphasizes the long-term impact, return on investment, and proper evaluation of advertising value across platforms.

INT2016 - Mascha Driessen (Microsoft) - From searches to searchers: the rise ...

Cristal Events

INT2016 - Haymi Behar (Dogan TV Holding) - Video Monetization in the Platform...

Cristal Events

INT2016 - Caroline Hugonence (Teads) - Using Mobile as a Compass to Reset the...

Cristal Events

INT2016 - Paul Barford (comScore) - Invalid Traffic & Viewability: what is th...

Cristal Events

The document discusses invalid traffic (IVT) and viewability in online advertising. It defines viewability as ads appearing within the visible space of a browser window. Both static and dynamic factors are considered in viewability measurements. IVT includes traffic from generators, unwanted ads from plugins/injectors, unseen ads like popunders, and misrepresented ad placements. Detection requires diverse telemetry from tags, panels, crawlers and honeypots. Filters are developed to identify IVT signals. Q1 2016 data showed regional IVT levels ranging from 1-5% and in-view rates for display/video around 30-60%. Addressing IVT requires understanding evolving threats and tools for detection, mitigation, and decision support.

INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an...

Cristal Events

This document discusses balancing the video advertising ecosystem between buyers and sellers. It summarizes findings from interviews with over 100 industry experts from five markets on factors influencing adoption of programmatic video. Six key areas are identified that need to be addressed for balance: currencies and measurement, creative innovation, publisher-led data products, holistic sell-side platforms, education and training, and collaborative relationships. The full report can be downloaded from Ooyala's website.

INT2016 - Simon Gosling (Happy Finish) - Experiment Virtual Reality

Cristal Events

This document summarizes several virtual and augmented reality projects created by Happy Finish. It describes VR experiences for Lamborghini, Rihanna, Subway, Ted Baker, and others. It also outlines AR projects for Mercedes, Lufthansa, and an interactive Kinect experience for EE. Common elements include using 360-degree footage, interactive elements, apps for VR headsets and mobile, and creating immersive branded experiences. The goal is to push the boundaries of these mediums and engage audiences in new ways.

INT2016 - Dave Hendricks (Livelntent, Inc) - Is it the end of Freemium?

Cristal Events

This document discusses the challenges facing the freemium business model on the internet. The rise of mobile devices and ad blockers have undermined freemium, while subscription-based media companies thrive. The author argues that subscription models that enable login could allow for people-based marketing using CRM data with consumer consent, solving problems of freemium and improving relationships between people, publishers and brands.

INT2016 - Emil Pawlowski & Vesna Gordon (Gemius) - Data Science Revolution

Cristal Events

This document discusses data science and internet audience measurement. It summarizes that: - Data science allows for more accurate measurement and analysis of internet audiences through the use of first party data, data integration, predictive models, and other techniques. - Case studies show how data science can provide insights into multi-device usage, human vs non-human traffic patterns, and home vs work usage splits. - Data science is helping to increase transparency in the digital advertising market and provide overnight reporting and forecasting capabilities needed to keep up with real-time bidding and programmatic advertising.

INT2016 - Millward & Brown - Ariane Langsfeld - Video Creative in A digital w...

Cristal Events

The document discusses trends in online video viewing and advertising. It finds that people now spend around 3.5 hours per day watching video across devices, with around half of all online video viewing occurring on mobile devices. However, brands struggle to effectively reach audiences across different screens. The document suggests that video ads need to be tailored for different devices and platforms, and should give viewers a sense of control to improve receptivity. Creatives should capture attention quickly and integrate the brand early on to reduce skipping. Coordinating video strategies across online platforms is also important to maximize success.

More from Cristal Events (20)