2. 2
MEET EBUZZING
230 employees, 13 offices worldwide, 50 engineers
Technology First company
HIGHLY SCALABLE TECHNOLOGY PLATFORM
WITH GLOBAL REACH
Focus on high impact CPE and CPV formats
Experts in creating new video inventory
13. WHAT EMOTIONS
DOES YOUR VIDEO
GENERATE?
FUN
SURPRISE
FEAR
ANGER
AMAZEMENT
COMPASSIONDISGUST
WELL-BEING
14. Our partner technology,
Affdex by Affectiva, reads
emotional states from
facial expressions via
webcams to give faster,
more accurate insight
into viewer response in
near real time
Interactive traces of key emotions
delivered via dynamic dashboard
Quantifies moment
by moment emotional
response using
scalable cloud
technology
Summary metrics with normative
comparisons drive top-level analysis
INTRODUCING BUZZINDEX’S AUTOMATED
FACIAL CODING
15. Having integrated Affdex’s MIT facial coding software into our player we can
scientifically measure users’ emotions as they view video ads
UNDERSTAND & REACT IN REAL-TIME
17. EMOTIONAL ADS ARE 4X MORE LIKELY TO BE
SHARED
17
0
10
20
30
40
50
60
Low
Engagement
High
Engagement
Percentageofvideowhichareshared(%)
% of videos shares with high
engagement levels
18. MAKE THEM SMILE AND YOU’RE 5X MORE
LIKELY TO MAKE IT VIRAL
VIDEO ADS WHICH
MAKE PEOPLE SMILE
ARE ALMOST 5 TIMES
MORE LIKELY TO
LEAD TO MORE THAN
10 MILLION VIEWS ON
YOUTUBE
0%
10%
20%
30%
40%
50%
60%
70%
No Smiling More Smiling
% of video ads with +10 M views
19. MAKE SURE PEOPLE SMILE AT YOUR BRAND
20.8
7.1
0
5
10
15
20
25
Smile Max Evian
Baby
USA Smile Max
Norm
20. SMART PRODUCT PLACEMENT ARE 3X MORE
ENGAGING
VIDEO ADS WITH SMART PRODUCT PLACEMENT ARE UP TO 3X
MORE EMOTIONALLY ENGAGING THAN THE NORM
16.4
7.3
18.4
7.1
0
2
4
6
8
10
12
14
16
18
20
Ads with Effective
Brand Placement
USA Norm Ads with Effective
Brand Placement
USA Norm
Concentration Level Smile Level
21. SMART BRAND REVEALS LEAD TO 2X THE
ATTENTION
18.1
7.3
0
2
4
6
8
10
12
14
16
18
20
Highest Moment of Concentration, IWC ADUSA Norm for Highest Moment of Co
22. ADS IN A SERIES MUST GRAB ATTENTION
VIDEO ADS FOR MOVIE
SEQUELS ARE 17% LESS
ENGAGING COMPARED
TO THE AVERAGE MOVIE
TRAILER
17.4
14.76
13
13.5
14
14.5
15
15.5
16
16.5
17
17.5
18
Horror Movie Ads
Average Emotional
Engagement Norm
Paranormal Acitiviy
4 Average
Emotional
Engagement
23. VIDEOS RUN USING AN EXPAND PLAYER WERE
OVER 2X MORE LIKELY TO BE SHARED
1.5%
3.5%
Non-Expand Player Expand Player
Share Rate
WHICH PLAYER EVOKES SHARING?
29. FORGET THE 30 SECOND STANDARD
THE TOP BRANDED VIDEOS IN 2012
WERE OVER 3 MINUTES LONG
38,488,002
VIEWS
INTERACTION
RATE : 2.45%
9 MIN 52S
16,573,504
VIEWS
INTERACTION
RATE : 1.9%
3 MIN 31S
18,114,393
VIEWS
INTERACTION
RATE: 2.46%
3 MIN 16S
30. And now mobile offers brands new storytelling modelsAND NOW MOBILE OFFERS BRANDS
NEW STORYTELLING MODELS
31. AND NOW MOBILE OFFERS BRANDS
NEW STORYTELLING MODELS
31https://vine.co/v/hb9uBtgg2LW
32. AND NOW MOBILE OFFERS BRANDS
NEW STORYTELLING MODELS
32https://vine.co/v/hb9uBtgg2LW
34. GREAT CASTING
Actors, youtube celebrities, producers, directors: the choice of the talent or
celebrities that form part of your project are vital to its success and can help
spark the audience’s interest and generate conversation
THERE YOU ARE CHANEL N°5
Brand: Chanel
7. 6 million views
98.5% of publications about the
video mentioned the actor.
35. A TRUE STORY, A LEGEND
MARILYN AND N°5
INSIDE CHANEL
Brand: Chanel
Duration: 2min32
Released 16/11
Interaction rate:
17.5% vs 6.2 % for the
video featuring Brad
Pitt.
47. MAKE
YOUR
VIDEO
ROCK
#7For a large majority of videos, the
soundtrack often lets the video down
and puts off the user. But there’s
nothing more powerful than a great
soundtrack to make the video
spread like wildfire.
50. MAXIMISE VIEWS IN THE FIRST 24 HOURS
EVIAN’S BABY & ME
JUST UNDER 1 MILLION VIEWS IN 24 HOURS
OVER 113 MILLION VIEWS IN TOTAL
Evian: Baby & Me
51. MAXIMISE VIEWS IN THE FIRST 24 HOURS
TURKISH AIRLINE’S KOBE VS MESSI
4.3 MILLION VIEWS IN 24 HOURS
OVER 100 MILLION VIEWS IN TOTAL
Turkish Airlines: Kobe vs Messi
57. A BIG BANG
WITHIN
5 SECONDS
#1
NO ONE SIZE
FITS ALL#2
TELL A
(GOOD)
STORY
#3
EMOTIONAL
ROLLERCOASTER#4
SURPRISE,
DON’T SHOCK#5
SMART
PRODUCT
PLACEMENT
#6
MAKE YOUR
VIDEO ROCK#7
First 24 hours#8
ENGAGE THE
TASTEMAKERS#9
USE A RICH
PLAYER#10
61. Source: (1) YouTube charts | (2) Mashable | (3) Ebuzzing Labs
RETURN ON EMOTION
6 million paid views produced
113 million video views in over 80 countries, 59
million on the official YouTube channel
57 000 tweets registered, more than
1 million shares, 1.1 million likes and
289,000 comments on Facebook
5.1 million users of the Babyfication
application 42 million visits and almost 20
million pictures generated
Share of voice of a brand: how many times it is mentionned in the online environment, and how it performs Vs competitorsBecause we track urls we know how a video lives on the web: tweets, retweets, from whom, to how many friends/followers identifies Influencers: we know that if this particular publication posts a video with those characteristics, it will generate shares/likes/etc
We use to browse from portals looking for urls… now we browse from social networks looking for content. While distribution was the most important aspect for tv (when the ad is shown, in front of which programs etc) content is the most important thing for online video. If the content isn’t strong then people won’t choose to watch or engage with your ad.
By the way… we need a rule number 10…
Video ads that elicit high Emotional Engagement are 4 times more likely to be shared
Video ads which make people Smile are almost 5 times more likely to lead to more than 10 million views on YouTube
Evian cleverly use the grumpy ‘old lady’ baby to make people smile just before the brand is revealed, meaning people associate the brand with smiling and good feelings. With Evian the smile level is almost 3 times higher than the advert norm.
Video ads with smart product placement weaved into the story are up to 3 times more Emotionally Engaging than the norm for their target emotion
The moment the product is revealed sparks the highest moment of concentration (18.1) more than 3 times the norm for concentration level highs
It is difficult to keep people interested if you’re releasing the second or third film in a series. To get people to engage with your ad you need seriously good content or your audience will be up to 17% less engaged than normal.
Research showed that using an expand player means the share rate rose form 1.5% to 3.5%
There is so much choice of online content… that people switch really easily. If yu don’t catch their attenton at the very first moment… you will not get them engaged enough to go till the end.
It’s impossible to have a one size fits all approach when it comes to video, some videos are more likely to go viral than others, strategies have to be adjusted according to their content.There is no rule about length, shorter is not better but longer doesn’t mean it will be successful (e.g vine vs 3 minutes)
Instagram Video Demo
Instagram Video Demo
The story matters more than the product. People aren’t that interesting in the finer details of your beer’s brewing process, but put that beer into a story and you’ll have far more people who watch.
Whether it makes you smile, laugh or cry provoking an emotional response is vital. If you don’t engage the user by toying with their emotions than they’ll quickly become bored and lose interest. Talk about the huggies video you’ve just seen
We all enjoy something unexpected and using the element of surprise is a great way to get your videos shared. But its important not to shock. People do not want to share anything their friends or family might find offensive or upsetting for fear of being judged. Always err on the side of caution when it comes to a surprise.
Be subtle. No one likes a show off but strategically placing your product in an appropriate situation you can quietly improve your brand image.
Everyone loves music. There is nothing worse than a poor soundtrack. If people love the music you play they’ll love your ad as well. It also massively amplifies the impact your ad can have if the right music is chosen.
Dumb ways to die (Melbourne metro: 1 day after the release of the video, the track entered the top 10 most listened songs in Itunes Australia, then became the 6th most popular song… in front of Rihanna’s diamonds. Itunes top 10 in hongkong, singapore, and Taiwan and vietnam
Ifnobody interacts with your video within the first 24 hours of release it's going to struggle to go viral. The reason for this is the complex and somewhat mysterious YouTube algorithm. YouTube monitors how many times a video has been interacted with – likes, comments, shares, completed views etc, during the first 24 hours. If it's enough according to the algorithm, the video is promoted to its country/language YouTube chart, which dramatically increases the video's chance of going viral.
It is crucial that your video is placed in front of the right people; it has to be shown to key influencers. For example, take the viral video Double Rainbow. This is an amateur video which initially went the way of the vast majority of YouTube videos (in that very few people watched it) until it was tweeted about by American comedian Jimmy Kemmel. Suddenly views skyrocketed and it's now been watched over 37 million times.
Have cut video to 10 seconds so you can just quickly give the audience an idea of it.The idea of the double rainbow slide is that the double rainbow video is really crap. But as soon as a famous comedian tweeted about it, it got 30 million views. So getting key influencers behind you is really important.
By following the above rules you can amplify the impact that your video willl have.
