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Teads Luxury Barometer - September 2015

The September 2015 Luxury Barometer report analyzes video advertising trends for luxury brands in fashion and beauty as well as watches and jewelry. Key findings include an increase in activity and interaction rates on Instagram, with Christian Dior leading in both views and engagement, while brands like Tiffany & Co. and Chanel show significant performances as well. The report serves as a snapshot of the evolving video landscape, highlighting important collaborations and trends reshaping brand strategies.

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REINVENTING VIDEO ADVERTISING LUXURY BAROMETER September 2015 •  Fashion & Beauty •  Watches & Jewellery Data extracted on October 1st
The Teads Labs Teads’ Labs collects and assembles data from a variety of video-sharing websites and online social networking channels. The global data is analysed to create video rankings based on numerous parameters linked to each brand channel including: the number of total views, number of total videos, video length, shares, comments, likes, dislikes and interaction rates. The regular analysis on branded videos provides world-wide business and consumer trends and related opportunities for brands to understand the video landscape of a particular category in a specific time frame. METHODOLOGY & GLOSSARY For recommendations or further insights, please contact: Global Industry Director, Luxury Rachid Ait Addi: rachid.ait.addi@teads.tv Global Client Insights Manager, Charlotte Diemer: charlotte.diemer@teads.tv
106 Brands! 394 Videos! 41,839,597 Views! 5,201,108 Interactions! YouTube, ! Facebook and ! Instagram ! channels! Data as per the ! 1st October 2015! Data shows a snapshot in time; at the point of the presentation, stats may have increased substantially." The data is extracted ! and manually evaluated ! through the Teads Labs technology! Major luxury brands in the categories:! Ranking per ! •  Brand popularity, activity and performance! •  Aggregated views ! & interactions! •  Instagram video interactions! Interaction rate = Facebook & YouTube Interactions / YouTube views! Aggregated rank = views + interaction rate score (60-40% weighting)! Snapshot! Labs! •  Fashion & Beauty! •  Watches & Jewellery! Score! Ranking!Time!Channels! SUMMARY (1)
Fashion & Beauty Watches & Jewellery 50 BRANDS, September 2015 : 56 BRANDS, September 2015 data: à  Lower interaction rates vs. previous months both for Fashion & Beauty and Watches & Jewellery brands. à  September followed August’s content trends with long versions of August teasers (Dior, Chopard) and additional videos to video series (Tag Heuer, Burberry). à  Increased interest for Instagram where interaction rates are more important (Cartier, Louis Vuitton). à  Artistic collaborations remained key interaction triggers: Johnny Depp (Dior), Jennifer Lawrence (Dior), David Beckham (Belstaff); Diane Krüger (Chanel), G.E.M (Tag Heuer), Doutzen Kroes (Tiffany & Co.). à  With the beginning of autumn, brands refocused on their core values: savoir-faire (Dior, Louis Vuitton), timelessness through the mix of technique and legacy (Vacheron Constantin, Roger Dubuis), family (Tiffany & Co.). . As summer comes to an end, September views rose 8-fold vs. August while interactions doubled. Artistic collaborations (Chanel, Michael Kors) and famous soundtracks (Kenzo, Gucci) triggered the most interactions. Watches & Jewellery brands become increasingly popular on Instagram but results are skewed by few brands dominating the channel. Shares of views and interactions were much more distributed on YouTube. That allowed brands such as Vacheron Constantin, Roger Dubuis or Chaumet to outperform traditionally successful brands as Rolex or Tag Heuer. On Instagram, Tiffany & Co. remained the best brand but Cartier’s come-back challenged its dominance. SUMMARY (2) Instagram, YouTube, Facebook
LUXURY BAROMETER September 2015 Fashion & Beauty Data extracted on September 1st
TOP EVOLUTION – POPULARITY MAPPING In September, a large number of brands increased their activity which caused a reshuffle of August’s ranking. Christian Dior overthrew Chanel which fell at the 3rd position while Louis Vuitton came back to the 2nd position. J.Crew was the top performer of the month: the brand climbed 22 positions, reaching the 24th position. This performance is due to a general return to activity after having remained silent the whole of August. Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers •  The popularity mapping represents the brands’ variation in a ranking that combines Activity, Performance and Popularity for Luxury brands. •  The popularity mapping only includes brands that vary of more than 3 positions.
19,390,472 5,680,060 729,641 595,127 470,745 229,767 217,397 158,137 64,838 51,7360.4% 0.1% 0.1% 0.0% 0.2% 0.3% 0.6% 0.5% 4.4% 19.1% 0% 5% 10% 15% 20% 25% 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Dior Sauvage – The new fragrance (Official Director’s cut) Dior Addict, the new lipstick – The film Dior Addict, the new lipstick – Jennifer Lawrence’s Interview Burberry Make-Up Tutorial: How To Do Effortless Contouring and Strobing Gucci Women's Spring Summer 2016 Fashion Show ROUGE PUR COUTURE WITH CARA DELEVINGNE - THE ROUGE THAT DRESSES ME Dior Sauvage – The new fragrance (Official) Highlights from the Burberry Womenswear S/ S16 Show OUTLAWS Film FLOWER BY KENZO L’ELIXIR - The power of a flower – The new film TOP VIDEOS PER COMBINED VIEWS AND INTERACTION RATE Number of views Interaction rate TOP VIDEOS – COMBINED VIEWS & INTERACTION RATES •  Christian Dior outperformed in September with 4 videos in the top 10, including the top video. •  Belstaff and Kenzo outperformed in terms of interaction rates, with Belstaff’s video lasting for over 17minutes. •  Videos are generally longer than the 30-second average 1‘21'' 0‘21'' 1‘11'' 4’05'' 5‘57'' 1‘05'' 0’40’’ 2’41’’ 17’29’’ 0’33’’ Christian Dior Christian Dior Christian Dior Burberry Yves Saint- Laurent Christian Dior Burberry Belstaff Kenzo Source: Teads Labs Gucci
Source: Teads Labs •  With 4 top videos, Christian Dior performed on Instagram as well as on YouTube. The brand promoted Dior Sauvage and the new Dior Addict lipstick as well as publishing videos of the creation of jewellery by its skilled artisans. •  Chanel promoted its iconic Slingback and the exhibition Mademoiselle Privé with a succession of animated artworks and short videos. One video also focused on the Fall/Winter 2015 collection. •  Michael Kors is also present in the top with a video featuring Lily Aldridge in Paris. TOP VIDEOS - INSTAGRAM Chanel Chanel Instagram Interaction Rate = (Facebook Counts + Likes + Comments) / Brand’s Number of Subscribers Christian Dior Chanel Chanel Christian Dior Christian Dior ChanelChristian Dior Michael Kors 106,192 95,460 95,363 84,068 82,138 77,078 75,162 67,586 67,317 66,733 0 20,000 40,000 60,000 80,000 100,000 120,000 TOP VIDEOS PER INTERACTIONS Discover the #DiorSavoirFa ire… The Chanel Slingback Stories // SAUVAGE // The new fragrance by Dior. #MADEMOIS ELLEPRIVE… The Chanel Slingback Effect Kristen Stewart #MADEMOIS ELLEPRIVE Dive into our Joaillerie atelier where the exceptional #DiorSavoirFa ire… Discover the new Dior Addict Lipstick, #ChanelFallW inter2015 Bonjour! @LilyAldridge takes on the City of Light in our newest Jet Set 6 Collection. #JetSetGo
66% 8% 7% 4% 3% 3% 2% 1% 1% 1% 4% 0% 10% 20% 30% 40% 50% 60% 70% Christian Dior Kenzo Burberry Chanel Dolce & Gabbana Gucci Belstaff Versace Yves Saint Laurent Valentino Others BRANDS’ SHARE OF INTERACTION 80% 3% 3% 3% 2% 2% 2% 2% 1% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Christian Dior Belstaff Michael Kors Burberry Chanel Hugo Boss Gucci Jimmy Choo Yves Saint Laurent Armani Others BRANDS’ SHARE OF VIEWS SHARE OF VIEWS AND INTERACTIONS à 33.5 million views in September 2015. Brands and viewers are back on YouTube. The number of views increased 780% in September vs. August. Christian Dior gathered 80% of share of views mostly thanks to Johnny Depp and Jennifer Lawrence. Other brands shared the views remaining but none did exceed 3% of share of views. Share of Views = Brands’ YouTube Views / Total Views à 141K interactions in September 2015 After Christian Dior, Kenzo and Burberry triggered great interaction rates and reached the 2nd and 3rd position of share of interactions. Other successful brands include D&G and Versace, which are more interacted with than viewed. Share of Interactions = Brands’ YouTube & Facebook Interactions / Total Interactions Videos 13 11 6 11 11 6 .3 3 6 12 250 93,545 11,630 9,611 5,243 4,809 4,785 3,005 1,805 974 851 5,022Interactions
14% 14% 11% 11% 10% 7% 6% 5% 4% 4% 16% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Chanel Christian Dior Burberry Michael Kors Louis Vuitton Dolce & Gabbana Versace Gucci Ralph Lauren Tommy Hilfiger Others BRANDS' SHARE OF INTERACTIONS Louis Vuitton re-entered the ranking at the 5th position after pausing for the summer. The brand’s best video promotes the Louis Vuitton exhibition of the LV Fall collection at the LV Series 3 Exhibition in London. The exhibition was opened to the public for London Fashion Week from September 29th to October 18th. Share of Interactions = Brands’ Instagram and Facebook Interactions / Total Interactions à 2,7 million interactions in September. The number of interactions remains steady in September compared to August. All-time rivals Chanel and Christian Dior share 14% of interactions each. Interactions are better distributed this month vs. August and the share of the Other Brands category rose dramatically. INSTAGRAM SHARE OF INTERACTIONS Interactions (000) 679 677 545 530 517 342 283 223 185 177 777
The most-watched video, by Dior, was very little interacted with, proving reach through paid-for views but little engagement potential. This rock’n’roll video features Johnny Depp leaving the city and driving into the wild American desert in search of himself. Dior Sauvage – The new fragrance (Official Director’s cut) Views: 19,390,472 Interaction rate: 0.4% Duration : 1’21’’ TOP VIDEOS Kenzo introduced Flower by Kenzo L’Elixir with this very feminine video shot in the futurist and refined buildings of Brasilia. The clip, as the perfume, portray a vibrant sensuality, revealing the essence of women with Sweet child in time by Deep Purple as a musical background. The video reached the best interaction rate (19.1%). FLOWER BY KENZO L’ELIXIR – The power of a flower – The new film Views: 51,736 Interaction rate: 19.1% Duration : 0’31’’
Following a guest into a dance party in a villa outside Florence, Gucci captured the contemporary essence of Alessandro Michele’s Cruise 2016 Collection. This almost 3-minute long, psychedelic video inspired by a vintage aesthetic achieved the second best interaction rate mostly thanks to its soundtrack: an Alive She Died cover of She’s lost control. The Cruise 2016 Campaign — The Director’s Cut Views : 34,566 Interaction rate : 9.1% Duration: 2’48’’ This Dior Addict setting, in partnership with Jennifer Lawrence, is as successful on Instagram as it is on YouTube for the second month in a row. The 20-second YouTube video ranked 2nd by combined views and interaction rate. Dior Addict, the new lipstick – The film Views: 5,680,060 Interaction rate: 4.8% Duration : 0’20’’ Burberry added new tutorials of its bohemian-inspired Autumn/Winter 2015 collection by Wendy Rowe, the brand’s artistic make-up consultant. The video had a high reach but almost no interactions. Burberry Make-Up Tutorial: How To Do Effortless Contouring and Strobing Views: 595,127 Interaction rate: 0.0% Duration : 4’05’’ TOP VIDEOS
Chanel •  Best brand on Instagram with 14% of share of interactions. •  3rd brand of the month in the general Teads ranking. (-2 vs. August) •  The brand focused on the promotion of the Exhibition Mademoiselle Privé, the Fall/Winter 2015/2016 collection, the two-tone slingback shoes and the new LIFT skincare introduced by Diane Krüger. Michael Kors •  Most active brand of the month with 6 YouTube videos, 12 Instagram videos and 69 Facebook posts. •  2nd in popularity mapping after Christian Dior. •  Best video starred Lily Aldridge living as a Parisian fashionista. TOP BRANDS Belstaff •  2nd in evolution on the global brand mapping: the brand climbed 15 ranks to the 25th position •  Less videos (11 vs. 18) but better performance than in August •  Best results for the short-movie OUTLAWS starring David Beckham as the Stranger - a mysterious drifter and motorcycle stuntman chased throughout the 17-minute-long clip. Louis Vuitton •  +4 ranks vs. August in the popularity mapping ranking •  Most popular brand of the month with 18M Facebook fans and 7.1M Instagram subscribers, despite no activity on YouTube this month.
Brand Video name Views Count Interaction Rate Video Length Christian Dior Dior Sauvage – The new fragrance (Official Director’s cut) 19,390,472 0.4% 1’21’’ Christian Dior Dior Addict, the new lipstick – The film 5,680,060 0.1% 0’21’’ Gucci Gucci Women's Spring Summer 2016 Fashion Show 470,745 0.2% 5’57’’ Christian Dior Dior Sauvage – The new fragrance (Official) 217,397 0.6% 0’40’’ Christian Dior Dior Addict, the new lipstick – Jennifer Lawrence’s Interview 729,641 0.1% 1’11’’ Yves Saint Laurent ROUGE PUR COUTURE WITH CARA DELEVINGNE - THE ROUGE THAT DRESSES ME 229,767 0.3% 1’05’’ Belstaff OUTLAWS Film 64,838 4.4% 17’29’’ Kenzo FLOWER BY KENZO L’ELIXIR - The power of a flower – The new film 51,736 19.1% 0’33’’ Burberry Burberry Make-Up Tutorial: How To Do Effortless Contouring and Strobing 595,127 0.0% 4’05’’ Burberry Highlights from the Burberry Womenswear S/S16 Show 158,137 0.5% 2’11’’ Data from the Teads Labs. Snapshot for the month of September. Views and interactions may vary significantly after the data collecting date. APPENDIX – YOUTUBE TOP VIDEOS
Brand Video name Interactions Interaction Rate Christian Dior From the skilled hands of Dior Joaillerie artisans, discover the # DiorSavoirFaire behind the making of the 'Bar en Corolle' ring from the 'Archi Dior' collection. The entire video can be discovered on DIORMAG.com. #DiorJoaillerie 106,192 3.8% Chanel The Chanel Slingback Stories 95,460 1.4%. Christian Dior // SAUVAGE // The new fragrance by Dior. The film starring Johnny Depp and directed by Jean-Baptiste Mondino. #diorsauvagenFollow @diorsauvage_miles00 to start the journey 95,363 3.4% Chanel #MADEMOISELLEPRIVE 84,068 1.2% Chanel The Chanel Slingback Effect 82,138 1.2% Chanel Kristen Stewart #MADEMOISELLEPRIVE 77,078 1.1% Christian Dior Dive into our Joaillerie atelier where the exceptional #DiorSavoirFaire of the 'Libre Plumetis' bracelet from the 'Archi Dior' collection is unveiled in this clip. The entire video and more exclusive images are now on DIORMAG.com. #DiorJoaillerie 75,162 2.7% Christian Dior Discover the new Dior Addict Lipstick, the first ultra-shiny lipstick featuring a hydra-gel core by Dior. Now defy the limits of shine like Jennifer Lawrence. #shinedontbeshy 67,586 2.4% Chanel #ChanelFallWinter2015 67,317 1.0% Chanel Bonjour! @LilyAldridge takes on the City of Light in our newest Jet Set 6 Collection. #JetSetGo 66,733 1.2% Data from the Teads Labs. Snapshot for the month of September. Views and interactions may vary significantly after the data collecting date. APPENDIX – INSTAGRAM TOP VIDEOS
REINVENTING VIDEO ADVERTISINGData extracted on October 1st LUXURY BAROMETER September 2015 Watches & Jewellery
Best evolutions of the month were performed by usually niche brands Roger Dubuis (+13) and Chaumet (+12) (now 14th and 23rd respectively). Those results are mainly explained by higher YouTube activity. On the other hand, August’s top evolutions Graff Diamond and De Grisogono fell back to their July ranking, losing -20 and -16 ranks respectively. Tiffany & Co., Cartier, Bulgari, Rolex and Swarovski stay steadily at the top of the ranking since May 2015. Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers •  The popularity mapping represents the brands’ variation in a ranking that combines Activity, Performance and Popularity for Luxury brands. •  The popularity mapping only includes brands that vary of more than 3 positions. TOP EVOLUTION – POPULARITY MAPPING
•  More evenly distributed views than in August •  Interaction rates remained extremely low, especially for the limited number of views. •  Top videos are short-to-average length videos, the longest being issued by Vacheron Constantin, which retraced the story of the brand’s top watch model. 697,237 519,936 360,933 103,396 101,086 58,225 37,556 35,107 20,669 0.1% 0.0% 0.3% 0.2% 0.3% 4.5% 0.9% 0.7% 6.4% 0% 1% 2% 3% 4% 5% 6% 7% 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Roger Dubuis Excalibur Quatuor in titanium watch The Royal Oak Perpetual Calendar - The New Geometry of Time TAG Heuer | G.E.M. rocks on the top of Europe Chaumet presents "Promenade Bucolique" IMPERIALE – CHOPARD – OFFICIAL FILM REFERENCE 57260 - The Most Complicated Watch Ever Made - Vacheron Constantin CLE DE CARTIER – THE NEW WATCH BY CARTIER BR-X1 TOURBILLON: Fine watchmaking moments CSIO Spruce Meadows ‘Masters’ 2015 highlights presented by Rolex TOP VIDEOS PER VIEWS AND INTERACTION RATE Number of views Interaction rate 1’33’’ 1’22’’ 2’26’ 0’31’’ 0’44’’ 3’02’’ 0’33’’ 1’31’’ 2’02’’ TOP VIDEOS – COMBINED VIEWS & INTERACTION RATES Source: Teads Labs Roger Dubuis Audemars Piguet Tag Heuer Chaumet Chopard Vacheron Constantin Cartier Bell & Ross Rolex
Source: Teads Labs Tiffany & Co. Tiffany & Co. Cartier Cartier TOP VIDEOS - INSTAGRAM •  Tiffany & Co.’s clout on Instagram remained unchallenged on Instagram this September. The four clips published by the brand reached the top, just as in August. The brand looked back on its traditional values, in particular family thanks to Doutzen Kroes and her son and the Hemingway sisters. •  Cartier overtook Hublot at the second position vs. August’s ranking. Cartier put forward its new timeless collection of watches under the hashtag #CleDeCartier. CartierTiffany & Co. Tiffany & Co. Cartier 23,812 22,567 21,855 21,523 20,007 16,133 15,042 13,892 13,178 11,000 0 5,000 10,000 15,000 20,000 25,000 30,000 TOP VIDEOS PER INTERACTIONS @Doutzen and her son show us the new Tiffany Bow: #TiffanyBow A celebration of love, our closest connections and, of course, diamonds… The reinvention of a classic. Discover the new Return to Tiffany®. #ReturnToTiffany This season we capture the essence of forever with the new Tiffany Infinity… A timeless and modern watch for her. #CleDeCartier #CleDeCartier re-inventing the crown. #Cartier A new vision of sophistication, focused on simplicity and design. #CleDeCartier #Cartier #CleDeCartier the new watch by Cartier. Men collection #Cartier #CleDeCartier collection for men. Pure lines, timeless elegance #Cartier #HublotLovesFo otball ⚽️ Big Bang Unico Bi- Retrograde Cartier Hublot
30% 22% 15% 5% 4% 4% 3% 3% 3% 2% 10% 0% 5% 10% 15% 20% 25% 30% 35% Vacheron Constantin Rolex Tag Heuer Cartier Roger Dubuis Montblanc Chopard Panerai BELL & ROSS Audemars Piguet Others BRANDS' SHARE OF INTERACTION 31% 23% 17% 9% 8% 5% 3% 2% 2% 1% 1% 0% 5% 10% 15% 20% 25% 30% 35% Roger Dubuis Audemars Piguet Tag Heuer Chaumet Cartier Chopard Vacheron Constantin Rolex BELL & ROSS Montblanc Others BRANDS’ SHARE OF VIEWSà 2.2M views in September 2015 Raise in brands’ activity after 3 months decrease, with 1M views and 19 videos more than in August, after three months of decrease in activity. While Tag Heuer and Cartier are regulars of top share of views, other brands such as Roger Dubuis, Chaumet or even Vacheron Constantin appeared directly at very good rankings. Share of Views = Brands’ YouTube Views / Total Views à 9.4K interactions in September 2015 A third more interactions in September vs. August. With only 3 videos published and 3% of share of views, Vacheron Constantin gathered 30% of all interactions. Share of Interactions = Brands’ YouTube and Facebook Interactions / Total Interactions Videos 1 1 13 3 4 1 3 8 1 4 22 Interactions 2,822 2,066 1,467 511 373 349 279 255 247 219 905 SHARE OF VIEWS & INTERACTIONS
Interactions (000) Tiffany & Co. indeed kept the top position with 10K interactions less than in August but Cartier performed almost as well. The brand released six videos to promote the new collection Clé de Cartier and all of them exceeded 10K interactions. The most popular one, A timeless and modern watch for her. #CleDeCartier introduced the Watch for Her. à 266K interactions, September 2015. The Instagram activity this month remained substantially the same than in August. The biggest difference is Cartier, reappearing at the 2nd position and holding a third of total interactions. Share of Interactions = Brands’ Instagram and Facebook Interactions / Total Interactions INSTAGRAM SHARE OF INTERACTIONS 89.7 88.0 45.9 11.5 10.1 8.1 2.6 1.9 1.9 1.5 4.2 34% 33% 17% 4% 4% 3% 1% 1% 1% 1% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Tiffany & Co Cartier Hublot Tag HeuerMontblanc Chopard IWC BELL & ROSS Maurice Lacroix Piaget Others BRANDS' SHARE OF INTERACTIONS
Roger Dubuis outperformed this month with the introduction of the Excalibur Quatuor: this exclusive men's watch represents the brand’s ability to innovate. The video ranked 1st per number of views but showed very little user engagement through interactions. Roger Dubuis Excalibur Quatuor in titanium watch Views: 697,237 Interaction rate: 0.1% Duration: 0’33’’ TOP VIDEOS This video by Vacheron Constantin ranked 1st by interaction rate and 3rd per combined results. The video introduced the new, most complicated watch ever made by offering a poetic take of the brand’s history and love for technical achievements since 1755. REFERENCE 57260 - The Most Complicated Watch Ever Made - Vacheron Constantin Views: 58,225 Interaction rate: 4.5% Duration: 3’50’’
TAG HEUER kept on organising and covering events for the brand’s ambassadors. This month, G.E.M. a Chinese music star, was invited to perform on the top of the Swiss Jungfraujoch glacier for an audience of over 200 Chinese fans. The video ranked 2nd per combined results. TAG Heuer | G.E.M. rocks on the top of Europe Views: 697,237 Interaction rate: 0.1% Duration: 1’33’’ Audemars Piguet presented its new model, the Royal Oak Perpetual Calendar, inspired by the astronomical world and the legacy of the brand. Despite the high number of views, the video failed to engage the user. The Royal Oak Perpetual Calendar - The New Geometry of Time Views: 519,936 Interaction rate: 0.0% Duration : 1’22’’ Chopard released the official film of the new IMPERIALE collection. The film celebrates the assertive taste and incredible allure of the contemporary distinguished woman, embodied by supermodel Hilary Rhoda. The video ranked 4th but had no interactions. IMPERIALE – CHOPARD – OFFICIAL FILM Views: 101,086 Interaction rate: 0.0% Duration: 1’44’’ TOP VIDEOS
Cartier •  2nd brand of the month on the general Teads ranking (+3 vs. August). •  2nd brand per popularity across YouTube, Instagram and Facebook •  Focus on the Clé de Cartier campaign across all platforms Rolex •  3rd brand of the general ranking (-1 vs. August) consistently delivering great results month after month •  2nd per share of interactions with 8 videos (6 more than in August). •  3rd brand per popularity with 46M Facebook fans and 35K YouTube subscribers. TOP BRANDS Chaumet •  Best evolution of the month (+12 positions) together with Roger Dubuis, arriving 23rd on Teads’ general ranking. •  1st time it is featured in the ranking of top shares of views with 9% after very low activity over the summer. •  Best video took the viewer in a “promenade bucolique” (a landscape walk) that bridged the past, present and future of the brand.
Brand Video name Views count Interaction Rate Video Length Roger Dubuis Roger Dubuis Excalibur Quatuor in titanium watch 697,237 0.1% 1’33’’ Audemars Piguet The Royal Oak Perpetual Calendar - The New Geometry of Time 519,936 0.0% 1’22’’ Tag Heuer TAG Heuer | G.E.M. rocks on the top of Europe 360,933 0.3% 2’26’’ Chaumet Chaumet presents "Promenade Bucolique" 103,396 0.2% 0’31’’ Chopard IMPERIALE – CHOPARD – OFFICIAL FILM 101,086 0.3% 0’44’’ Vacheron Constantin REFERENCE 57260 - The Most Complicated Watch Ever Made - Vacheron Constantin 58,225 4.5% 3’02’’ Cartier CLE DE CARTIER – THE NEW WATCH BY CARTIER 37,556 0.9% 0’33’’ BELL & ROSS BR-X1 TOURBILLON: Fine watchmaking moments 35,107 0.7% 1’31’’ Rolex CSIO Spruce Meadows ‘Masters’ 2015 highlights presented by Rolex 20,669 6.4% 2’02’’ APPENDIX – YOUTUBE TOP VIDEOS Data from the Teads Labs. Snapshot for the month of September. Views and interactions may vary significantly after the data collecting date.
APPENDIX – INSTAGRAM TOP VIDEOS Data from the Teads Labs. Snapshot for the month of September. Views and interactions may vary significantly after the data collecting date. Tiffany & Co. Doutzen and her son show us the new Tiffany Bow: asymmetrical, off-center and traced with diamonds. #TiffanyBow 23,812 0.9% Tiffany & Co. A celebration of love, our closest connections and, of course, diamonds. Discover the sparkle behind the new Tiffany Victoria™ collection, in which brilliant diamonds align to reflect the stars in the night sky. #TiffanyVictoria 22,567 0.8% Tiffany & Co. The reinvention of a classic. Discover the new Return to Tiffany®. #ReturnToTiffany 21,855 0.8% Tiffany & Co. This season we capture the essence of forever with the new Tiffany Infinity. Sisters @ dreelouisehemingway and @langleyfox show us the graceful elegance behind this stunning collection as well as the true love shared between siblings. #TiffanyInfinity 21,523 0.8% Cartier A timeless and modern watch for her. #CleDeCartier 20,007 1.1% Cartier #CleDeCartier re-inventing the crown. #Cartier 16,133 0.9% Cartier A new vision of sophistication, focused on simplicity and design. #CleDeCartier #Cartier 15,042 0.8% Cartier #CleDeCartier the new watch by Cartier. Men collection #Cartier 13,892 0.8% Cartier #CleDeCartier collection for men. Pure lines, timeless elegance #Cartier 13,178 0.7% Hublot # HublotLovesFootball ⚽️ Big Bang Unico Bi-Retrograde, our stunning watch dedicated to football. Congratulations to @psg and @juventus for yesterday night and good luck @chelseafc and @fcbayern for tonight! 11,000 1.3% Brand Video name Interactions Interaction Rate
METHODOLOGY & GLOSSARY BRANDS*KEY WORDS FASHION & BEAUTY WATCHES & JEWELLERYInteractions •  YouTube likes and comments + Facebook comments and likes •  Instagram interactions for Instagram videos Interaction rates Interactions (YouTube likes and comments + Facebook comments and likes) / views (YouTube views). Activity Facebook posts + Instagram videos + YouTube videos Performance YouTube (views + comments + likes) + Facebook (likes + comments) + Instagram (likes + comments) Popularity Facebook fans + YouTube subscribers Share of Views Brands’ YouTube views / total YouTube views Share of Interactions Brands’ interactions (YouTube likes and comments + Facebook posts) / Total interactions Views YouTube views
TEADS •  Inventors of outstream video advertising •  Unlocking inventories through the award-winning inRead® format •  Highly scalable, premium advertising solution •  Viewable by design Source: Compared to skippable pre-roll advertising, unskippable pre-roll and social-feed native video. Millward Brown & Teads Outstream and Instream’s Impact on Ad Effectiveness Study 2015 Message association +29% Increased purchase intent +7.8% Ad awareness impact over time +53% Proven by Millward Brown’s ad Outstream and Instream Ad Effectiveness study as the most effective video solution on the market. Teads’ award-winning inRead solution offers:
TEADS LUXURY CAMPAIGNS BENCHMARK – CTR on COMPLETED VIEWS Source: Teads internal data for H1 2015 globally Beauty 12.3% Fragrances 11.8% Fashion 7.4% Jewellery 7% Watches 8%
Please contact : Global Industry Director, Luxury - rachid.aitaddi@teads.tv Global Client Insights Manager - charlotte.diemer@teads.tv

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Teads Luxury Barometer - September 2015

  • 1.
    REINVENTING VIDEO ADVERTISING LUXURY BAROMETER September2015 •  Fashion & Beauty •  Watches & Jewellery Data extracted on October 1st
  • 2.
    The Teads Labs Teads’Labs collects and assembles data from a variety of video-sharing websites and online social networking channels. The global data is analysed to create video rankings based on numerous parameters linked to each brand channel including: the number of total views, number of total videos, video length, shares, comments, likes, dislikes and interaction rates. The regular analysis on branded videos provides world-wide business and consumer trends and related opportunities for brands to understand the video landscape of a particular category in a specific time frame. METHODOLOGY & GLOSSARY For recommendations or further insights, please contact: Global Industry Director, Luxury Rachid Ait Addi: rachid.ait.addi@teads.tv Global Client Insights Manager, Charlotte Diemer: charlotte.diemer@teads.tv
  • 3.
    106 Brands! 394 Videos! 41,839,597Views! 5,201,108 Interactions! YouTube, ! Facebook and ! Instagram ! channels! Data as per the ! 1st October 2015! Data shows a snapshot in time; at the point of the presentation, stats may have increased substantially." The data is extracted ! and manually evaluated ! through the Teads Labs technology! Major luxury brands in the categories:! Ranking per ! •  Brand popularity, activity and performance! •  Aggregated views ! & interactions! •  Instagram video interactions! Interaction rate = Facebook & YouTube Interactions / YouTube views! Aggregated rank = views + interaction rate score (60-40% weighting)! Snapshot! Labs! •  Fashion & Beauty! •  Watches & Jewellery! Score! Ranking!Time!Channels! SUMMARY (1)
  • 4.
    Fashion & Beauty Watches & Jewellery 50BRANDS, September 2015 : 56 BRANDS, September 2015 data: à  Lower interaction rates vs. previous months both for Fashion & Beauty and Watches & Jewellery brands. à  September followed August’s content trends with long versions of August teasers (Dior, Chopard) and additional videos to video series (Tag Heuer, Burberry). à  Increased interest for Instagram where interaction rates are more important (Cartier, Louis Vuitton). à  Artistic collaborations remained key interaction triggers: Johnny Depp (Dior), Jennifer Lawrence (Dior), David Beckham (Belstaff); Diane Krüger (Chanel), G.E.M (Tag Heuer), Doutzen Kroes (Tiffany & Co.). à  With the beginning of autumn, brands refocused on their core values: savoir-faire (Dior, Louis Vuitton), timelessness through the mix of technique and legacy (Vacheron Constantin, Roger Dubuis), family (Tiffany & Co.). . As summer comes to an end, September views rose 8-fold vs. August while interactions doubled. Artistic collaborations (Chanel, Michael Kors) and famous soundtracks (Kenzo, Gucci) triggered the most interactions. Watches & Jewellery brands become increasingly popular on Instagram but results are skewed by few brands dominating the channel. Shares of views and interactions were much more distributed on YouTube. That allowed brands such as Vacheron Constantin, Roger Dubuis or Chaumet to outperform traditionally successful brands as Rolex or Tag Heuer. On Instagram, Tiffany & Co. remained the best brand but Cartier’s come-back challenged its dominance. SUMMARY (2) Instagram, YouTube, Facebook
  • 5.
    LUXURY BAROMETER September 2015 Fashion &Beauty Data extracted on September 1st
  • 6.
    TOP EVOLUTION –POPULARITY MAPPING In September, a large number of brands increased their activity which caused a reshuffle of August’s ranking. Christian Dior overthrew Chanel which fell at the 3rd position while Louis Vuitton came back to the 2nd position. J.Crew was the top performer of the month: the brand climbed 22 positions, reaching the 24th position. This performance is due to a general return to activity after having remained silent the whole of August. Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers •  The popularity mapping represents the brands’ variation in a ranking that combines Activity, Performance and Popularity for Luxury brands. •  The popularity mapping only includes brands that vary of more than 3 positions.
  • 7.
    19,390,472 5,680,060 729,641 595,127 470,745229,767 217,397 158,137 64,838 51,7360.4% 0.1% 0.1% 0.0% 0.2% 0.3% 0.6% 0.5% 4.4% 19.1% 0% 5% 10% 15% 20% 25% 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 Dior Sauvage – The new fragrance (Official Director’s cut) Dior Addict, the new lipstick – The film Dior Addict, the new lipstick – Jennifer Lawrence’s Interview Burberry Make-Up Tutorial: How To Do Effortless Contouring and Strobing Gucci Women's Spring Summer 2016 Fashion Show ROUGE PUR COUTURE WITH CARA DELEVINGNE - THE ROUGE THAT DRESSES ME Dior Sauvage – The new fragrance (Official) Highlights from the Burberry Womenswear S/ S16 Show OUTLAWS Film FLOWER BY KENZO L’ELIXIR - The power of a flower – The new film TOP VIDEOS PER COMBINED VIEWS AND INTERACTION RATE Number of views Interaction rate TOP VIDEOS – COMBINED VIEWS & INTERACTION RATES •  Christian Dior outperformed in September with 4 videos in the top 10, including the top video. •  Belstaff and Kenzo outperformed in terms of interaction rates, with Belstaff’s video lasting for over 17minutes. •  Videos are generally longer than the 30-second average 1‘21'' 0‘21'' 1‘11'' 4’05'' 5‘57'' 1‘05'' 0’40’’ 2’41’’ 17’29’’ 0’33’’ Christian Dior Christian Dior Christian Dior Burberry Yves Saint- Laurent Christian Dior Burberry Belstaff Kenzo Source: Teads Labs Gucci
  • 8.
    Source: Teads Labs • With 4 top videos, Christian Dior performed on Instagram as well as on YouTube. The brand promoted Dior Sauvage and the new Dior Addict lipstick as well as publishing videos of the creation of jewellery by its skilled artisans. •  Chanel promoted its iconic Slingback and the exhibition Mademoiselle Privé with a succession of animated artworks and short videos. One video also focused on the Fall/Winter 2015 collection. •  Michael Kors is also present in the top with a video featuring Lily Aldridge in Paris. TOP VIDEOS - INSTAGRAM Chanel Chanel Instagram Interaction Rate = (Facebook Counts + Likes + Comments) / Brand’s Number of Subscribers Christian Dior Chanel Chanel Christian Dior Christian Dior ChanelChristian Dior Michael Kors 106,192 95,460 95,363 84,068 82,138 77,078 75,162 67,586 67,317 66,733 0 20,000 40,000 60,000 80,000 100,000 120,000 TOP VIDEOS PER INTERACTIONS Discover the #DiorSavoirFa ire… The Chanel Slingback Stories // SAUVAGE // The new fragrance by Dior. #MADEMOIS ELLEPRIVE… The Chanel Slingback Effect Kristen Stewart #MADEMOIS ELLEPRIVE Dive into our Joaillerie atelier where the exceptional #DiorSavoirFa ire… Discover the new Dior Addict Lipstick, #ChanelFallW inter2015 Bonjour! @LilyAldridge takes on the City of Light in our newest Jet Set 6 Collection. #JetSetGo
  • 9.
    66% 8% 7% 4%3% 3% 2% 1% 1% 1% 4% 0% 10% 20% 30% 40% 50% 60% 70% Christian Dior Kenzo Burberry Chanel Dolce & Gabbana Gucci Belstaff Versace Yves Saint Laurent Valentino Others BRANDS’ SHARE OF INTERACTION 80% 3% 3% 3% 2% 2% 2% 2% 1% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Christian Dior Belstaff Michael Kors Burberry Chanel Hugo Boss Gucci Jimmy Choo Yves Saint Laurent Armani Others BRANDS’ SHARE OF VIEWS SHARE OF VIEWS AND INTERACTIONS à 33.5 million views in September 2015. Brands and viewers are back on YouTube. The number of views increased 780% in September vs. August. Christian Dior gathered 80% of share of views mostly thanks to Johnny Depp and Jennifer Lawrence. Other brands shared the views remaining but none did exceed 3% of share of views. Share of Views = Brands’ YouTube Views / Total Views à 141K interactions in September 2015 After Christian Dior, Kenzo and Burberry triggered great interaction rates and reached the 2nd and 3rd position of share of interactions. Other successful brands include D&G and Versace, which are more interacted with than viewed. Share of Interactions = Brands’ YouTube & Facebook Interactions / Total Interactions Videos 13 11 6 11 11 6 .3 3 6 12 250 93,545 11,630 9,611 5,243 4,809 4,785 3,005 1,805 974 851 5,022Interactions
  • 10.
    14% 14% 11% 11%10% 7% 6% 5% 4% 4% 16% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Chanel Christian Dior Burberry Michael Kors Louis Vuitton Dolce & Gabbana Versace Gucci Ralph Lauren Tommy Hilfiger Others BRANDS' SHARE OF INTERACTIONS Louis Vuitton re-entered the ranking at the 5th position after pausing for the summer. The brand’s best video promotes the Louis Vuitton exhibition of the LV Fall collection at the LV Series 3 Exhibition in London. The exhibition was opened to the public for London Fashion Week from September 29th to October 18th. Share of Interactions = Brands’ Instagram and Facebook Interactions / Total Interactions à 2,7 million interactions in September. The number of interactions remains steady in September compared to August. All-time rivals Chanel and Christian Dior share 14% of interactions each. Interactions are better distributed this month vs. August and the share of the Other Brands category rose dramatically. INSTAGRAM SHARE OF INTERACTIONS Interactions (000) 679 677 545 530 517 342 283 223 185 177 777
  • 11.
    The most-watched video,by Dior, was very little interacted with, proving reach through paid-for views but little engagement potential. This rock’n’roll video features Johnny Depp leaving the city and driving into the wild American desert in search of himself. Dior Sauvage – The new fragrance (Official Director’s cut) Views: 19,390,472 Interaction rate: 0.4% Duration : 1’21’’ TOP VIDEOS Kenzo introduced Flower by Kenzo L’Elixir with this very feminine video shot in the futurist and refined buildings of Brasilia. The clip, as the perfume, portray a vibrant sensuality, revealing the essence of women with Sweet child in time by Deep Purple as a musical background. The video reached the best interaction rate (19.1%). FLOWER BY KENZO L’ELIXIR – The power of a flower – The new film Views: 51,736 Interaction rate: 19.1% Duration : 0’31’’
  • 12.
    Following a guestinto a dance party in a villa outside Florence, Gucci captured the contemporary essence of Alessandro Michele’s Cruise 2016 Collection. This almost 3-minute long, psychedelic video inspired by a vintage aesthetic achieved the second best interaction rate mostly thanks to its soundtrack: an Alive She Died cover of She’s lost control. The Cruise 2016 Campaign — The Director’s Cut Views : 34,566 Interaction rate : 9.1% Duration: 2’48’’ This Dior Addict setting, in partnership with Jennifer Lawrence, is as successful on Instagram as it is on YouTube for the second month in a row. The 20-second YouTube video ranked 2nd by combined views and interaction rate. Dior Addict, the new lipstick – The film Views: 5,680,060 Interaction rate: 4.8% Duration : 0’20’’ Burberry added new tutorials of its bohemian-inspired Autumn/Winter 2015 collection by Wendy Rowe, the brand’s artistic make-up consultant. The video had a high reach but almost no interactions. Burberry Make-Up Tutorial: How To Do Effortless Contouring and Strobing Views: 595,127 Interaction rate: 0.0% Duration : 4’05’’ TOP VIDEOS
  • 13.
    Chanel •  Best brandon Instagram with 14% of share of interactions. •  3rd brand of the month in the general Teads ranking. (-2 vs. August) •  The brand focused on the promotion of the Exhibition Mademoiselle Privé, the Fall/Winter 2015/2016 collection, the two-tone slingback shoes and the new LIFT skincare introduced by Diane Krüger. Michael Kors •  Most active brand of the month with 6 YouTube videos, 12 Instagram videos and 69 Facebook posts. •  2nd in popularity mapping after Christian Dior. •  Best video starred Lily Aldridge living as a Parisian fashionista. TOP BRANDS Belstaff •  2nd in evolution on the global brand mapping: the brand climbed 15 ranks to the 25th position •  Less videos (11 vs. 18) but better performance than in August •  Best results for the short-movie OUTLAWS starring David Beckham as the Stranger - a mysterious drifter and motorcycle stuntman chased throughout the 17-minute-long clip. Louis Vuitton •  +4 ranks vs. August in the popularity mapping ranking •  Most popular brand of the month with 18M Facebook fans and 7.1M Instagram subscribers, despite no activity on YouTube this month.
  • 14.
    Brand Video nameViews Count Interaction Rate Video Length Christian Dior Dior Sauvage – The new fragrance (Official Director’s cut) 19,390,472 0.4% 1’21’’ Christian Dior Dior Addict, the new lipstick – The film 5,680,060 0.1% 0’21’’ Gucci Gucci Women's Spring Summer 2016 Fashion Show 470,745 0.2% 5’57’’ Christian Dior Dior Sauvage – The new fragrance (Official) 217,397 0.6% 0’40’’ Christian Dior Dior Addict, the new lipstick – Jennifer Lawrence’s Interview 729,641 0.1% 1’11’’ Yves Saint Laurent ROUGE PUR COUTURE WITH CARA DELEVINGNE - THE ROUGE THAT DRESSES ME 229,767 0.3% 1’05’’ Belstaff OUTLAWS Film 64,838 4.4% 17’29’’ Kenzo FLOWER BY KENZO L’ELIXIR - The power of a flower – The new film 51,736 19.1% 0’33’’ Burberry Burberry Make-Up Tutorial: How To Do Effortless Contouring and Strobing 595,127 0.0% 4’05’’ Burberry Highlights from the Burberry Womenswear S/S16 Show 158,137 0.5% 2’11’’ Data from the Teads Labs. Snapshot for the month of September. Views and interactions may vary significantly after the data collecting date. APPENDIX – YOUTUBE TOP VIDEOS
  • 15.
    Brand Video nameInteractions Interaction Rate Christian Dior From the skilled hands of Dior Joaillerie artisans, discover the # DiorSavoirFaire behind the making of the 'Bar en Corolle' ring from the 'Archi Dior' collection. The entire video can be discovered on DIORMAG.com. #DiorJoaillerie 106,192 3.8% Chanel The Chanel Slingback Stories 95,460 1.4%. Christian Dior // SAUVAGE // The new fragrance by Dior. The film starring Johnny Depp and directed by Jean-Baptiste Mondino. #diorsauvagenFollow @diorsauvage_miles00 to start the journey 95,363 3.4% Chanel #MADEMOISELLEPRIVE 84,068 1.2% Chanel The Chanel Slingback Effect 82,138 1.2% Chanel Kristen Stewart #MADEMOISELLEPRIVE 77,078 1.1% Christian Dior Dive into our Joaillerie atelier where the exceptional #DiorSavoirFaire of the 'Libre Plumetis' bracelet from the 'Archi Dior' collection is unveiled in this clip. The entire video and more exclusive images are now on DIORMAG.com. #DiorJoaillerie 75,162 2.7% Christian Dior Discover the new Dior Addict Lipstick, the first ultra-shiny lipstick featuring a hydra-gel core by Dior. Now defy the limits of shine like Jennifer Lawrence. #shinedontbeshy 67,586 2.4% Chanel #ChanelFallWinter2015 67,317 1.0% Chanel Bonjour! @LilyAldridge takes on the City of Light in our newest Jet Set 6 Collection. #JetSetGo 66,733 1.2% Data from the Teads Labs. Snapshot for the month of September. Views and interactions may vary significantly after the data collecting date. APPENDIX – INSTAGRAM TOP VIDEOS
  • 16.
    REINVENTING VIDEO ADVERTISINGDataextracted on October 1st LUXURY BAROMETER September 2015 Watches & Jewellery
  • 17.
    Best evolutions ofthe month were performed by usually niche brands Roger Dubuis (+13) and Chaumet (+12) (now 14th and 23rd respectively). Those results are mainly explained by higher YouTube activity. On the other hand, August’s top evolutions Graff Diamond and De Grisogono fell back to their July ranking, losing -20 and -16 ranks respectively. Tiffany & Co., Cartier, Bulgari, Rolex and Swarovski stay steadily at the top of the ranking since May 2015. Activity Facebook posts + videos (Instagram + YouTube) Performance YouTube (Views+ Comments + Likes) + Facebook (Likes + Comments) + Instagram (Likes + Comments) Popularity Facebook Fans + YouTube Subscribers + Instagram Followers •  The popularity mapping represents the brands’ variation in a ranking that combines Activity, Performance and Popularity for Luxury brands. •  The popularity mapping only includes brands that vary of more than 3 positions. TOP EVOLUTION – POPULARITY MAPPING
  • 18.
    •  More evenlydistributed views than in August •  Interaction rates remained extremely low, especially for the limited number of views. •  Top videos are short-to-average length videos, the longest being issued by Vacheron Constantin, which retraced the story of the brand’s top watch model. 697,237 519,936 360,933 103,396 101,086 58,225 37,556 35,107 20,669 0.1% 0.0% 0.3% 0.2% 0.3% 4.5% 0.9% 0.7% 6.4% 0% 1% 2% 3% 4% 5% 6% 7% 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Roger Dubuis Excalibur Quatuor in titanium watch The Royal Oak Perpetual Calendar - The New Geometry of Time TAG Heuer | G.E.M. rocks on the top of Europe Chaumet presents "Promenade Bucolique" IMPERIALE – CHOPARD – OFFICIAL FILM REFERENCE 57260 - The Most Complicated Watch Ever Made - Vacheron Constantin CLE DE CARTIER – THE NEW WATCH BY CARTIER BR-X1 TOURBILLON: Fine watchmaking moments CSIO Spruce Meadows ‘Masters’ 2015 highlights presented by Rolex TOP VIDEOS PER VIEWS AND INTERACTION RATE Number of views Interaction rate 1’33’’ 1’22’’ 2’26’ 0’31’’ 0’44’’ 3’02’’ 0’33’’ 1’31’’ 2’02’’ TOP VIDEOS – COMBINED VIEWS & INTERACTION RATES Source: Teads Labs Roger Dubuis Audemars Piguet Tag Heuer Chaumet Chopard Vacheron Constantin Cartier Bell & Ross Rolex
  • 19.
    Source: Teads Labs Tiffany& Co. Tiffany & Co. Cartier Cartier TOP VIDEOS - INSTAGRAM •  Tiffany & Co.’s clout on Instagram remained unchallenged on Instagram this September. The four clips published by the brand reached the top, just as in August. The brand looked back on its traditional values, in particular family thanks to Doutzen Kroes and her son and the Hemingway sisters. •  Cartier overtook Hublot at the second position vs. August’s ranking. Cartier put forward its new timeless collection of watches under the hashtag #CleDeCartier. CartierTiffany & Co. Tiffany & Co. Cartier 23,812 22,567 21,855 21,523 20,007 16,133 15,042 13,892 13,178 11,000 0 5,000 10,000 15,000 20,000 25,000 30,000 TOP VIDEOS PER INTERACTIONS @Doutzen and her son show us the new Tiffany Bow: #TiffanyBow A celebration of love, our closest connections and, of course, diamonds… The reinvention of a classic. Discover the new Return to Tiffany®. #ReturnToTiffany This season we capture the essence of forever with the new Tiffany Infinity… A timeless and modern watch for her. #CleDeCartier #CleDeCartier re-inventing the crown. #Cartier A new vision of sophistication, focused on simplicity and design. #CleDeCartier #Cartier #CleDeCartier the new watch by Cartier. Men collection #Cartier #CleDeCartier collection for men. Pure lines, timeless elegance #Cartier #HublotLovesFo otball ⚽️ Big Bang Unico Bi- Retrograde Cartier Hublot
  • 20.
    30% 22% 15% 5% 4% 4%3% 3% 3% 2% 10% 0% 5% 10% 15% 20% 25% 30% 35% Vacheron Constantin Rolex Tag Heuer Cartier Roger Dubuis Montblanc Chopard Panerai BELL & ROSS Audemars Piguet Others BRANDS' SHARE OF INTERACTION 31% 23% 17% 9% 8% 5% 3% 2% 2% 1% 1% 0% 5% 10% 15% 20% 25% 30% 35% Roger Dubuis Audemars Piguet Tag Heuer Chaumet Cartier Chopard Vacheron Constantin Rolex BELL & ROSS Montblanc Others BRANDS’ SHARE OF VIEWSà 2.2M views in September 2015 Raise in brands’ activity after 3 months decrease, with 1M views and 19 videos more than in August, after three months of decrease in activity. While Tag Heuer and Cartier are regulars of top share of views, other brands such as Roger Dubuis, Chaumet or even Vacheron Constantin appeared directly at very good rankings. Share of Views = Brands’ YouTube Views / Total Views à 9.4K interactions in September 2015 A third more interactions in September vs. August. With only 3 videos published and 3% of share of views, Vacheron Constantin gathered 30% of all interactions. Share of Interactions = Brands’ YouTube and Facebook Interactions / Total Interactions Videos 1 1 13 3 4 1 3 8 1 4 22 Interactions 2,822 2,066 1,467 511 373 349 279 255 247 219 905 SHARE OF VIEWS & INTERACTIONS
  • 21.
    Interactions (000) Tiffany & Co.indeed kept the top position with 10K interactions less than in August but Cartier performed almost as well. The brand released six videos to promote the new collection Clé de Cartier and all of them exceeded 10K interactions. The most popular one, A timeless and modern watch for her. #CleDeCartier introduced the Watch for Her. à 266K interactions, September 2015. The Instagram activity this month remained substantially the same than in August. The biggest difference is Cartier, reappearing at the 2nd position and holding a third of total interactions. Share of Interactions = Brands’ Instagram and Facebook Interactions / Total Interactions INSTAGRAM SHARE OF INTERACTIONS 89.7 88.0 45.9 11.5 10.1 8.1 2.6 1.9 1.9 1.5 4.2 34% 33% 17% 4% 4% 3% 1% 1% 1% 1% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Tiffany & Co Cartier Hublot Tag HeuerMontblanc Chopard IWC BELL & ROSS Maurice Lacroix Piaget Others BRANDS' SHARE OF INTERACTIONS
  • 22.
    Roger Dubuis outperformedthis month with the introduction of the Excalibur Quatuor: this exclusive men's watch represents the brand’s ability to innovate. The video ranked 1st per number of views but showed very little user engagement through interactions. Roger Dubuis Excalibur Quatuor in titanium watch Views: 697,237 Interaction rate: 0.1% Duration: 0’33’’ TOP VIDEOS This video by Vacheron Constantin ranked 1st by interaction rate and 3rd per combined results. The video introduced the new, most complicated watch ever made by offering a poetic take of the brand’s history and love for technical achievements since 1755. REFERENCE 57260 - The Most Complicated Watch Ever Made - Vacheron Constantin Views: 58,225 Interaction rate: 4.5% Duration: 3’50’’
  • 23.
    TAG HEUER kepton organising and covering events for the brand’s ambassadors. This month, G.E.M. a Chinese music star, was invited to perform on the top of the Swiss Jungfraujoch glacier for an audience of over 200 Chinese fans. The video ranked 2nd per combined results. TAG Heuer | G.E.M. rocks on the top of Europe Views: 697,237 Interaction rate: 0.1% Duration: 1’33’’ Audemars Piguet presented its new model, the Royal Oak Perpetual Calendar, inspired by the astronomical world and the legacy of the brand. Despite the high number of views, the video failed to engage the user. The Royal Oak Perpetual Calendar - The New Geometry of Time Views: 519,936 Interaction rate: 0.0% Duration : 1’22’’ Chopard released the official film of the new IMPERIALE collection. The film celebrates the assertive taste and incredible allure of the contemporary distinguished woman, embodied by supermodel Hilary Rhoda. The video ranked 4th but had no interactions. IMPERIALE – CHOPARD – OFFICIAL FILM Views: 101,086 Interaction rate: 0.0% Duration: 1’44’’ TOP VIDEOS
  • 24.
    Cartier •  2nd brandof the month on the general Teads ranking (+3 vs. August). •  2nd brand per popularity across YouTube, Instagram and Facebook •  Focus on the Clé de Cartier campaign across all platforms Rolex •  3rd brand of the general ranking (-1 vs. August) consistently delivering great results month after month •  2nd per share of interactions with 8 videos (6 more than in August). •  3rd brand per popularity with 46M Facebook fans and 35K YouTube subscribers. TOP BRANDS Chaumet •  Best evolution of the month (+12 positions) together with Roger Dubuis, arriving 23rd on Teads’ general ranking. •  1st time it is featured in the ranking of top shares of views with 9% after very low activity over the summer. •  Best video took the viewer in a “promenade bucolique” (a landscape walk) that bridged the past, present and future of the brand.
  • 25.
    Brand Video nameViews count Interaction Rate Video Length Roger Dubuis Roger Dubuis Excalibur Quatuor in titanium watch 697,237 0.1% 1’33’’ Audemars Piguet The Royal Oak Perpetual Calendar - The New Geometry of Time 519,936 0.0% 1’22’’ Tag Heuer TAG Heuer | G.E.M. rocks on the top of Europe 360,933 0.3% 2’26’’ Chaumet Chaumet presents "Promenade Bucolique" 103,396 0.2% 0’31’’ Chopard IMPERIALE – CHOPARD – OFFICIAL FILM 101,086 0.3% 0’44’’ Vacheron Constantin REFERENCE 57260 - The Most Complicated Watch Ever Made - Vacheron Constantin 58,225 4.5% 3’02’’ Cartier CLE DE CARTIER – THE NEW WATCH BY CARTIER 37,556 0.9% 0’33’’ BELL & ROSS BR-X1 TOURBILLON: Fine watchmaking moments 35,107 0.7% 1’31’’ Rolex CSIO Spruce Meadows ‘Masters’ 2015 highlights presented by Rolex 20,669 6.4% 2’02’’ APPENDIX – YOUTUBE TOP VIDEOS Data from the Teads Labs. Snapshot for the month of September. Views and interactions may vary significantly after the data collecting date.
  • 26.
    APPENDIX – INSTAGRAMTOP VIDEOS Data from the Teads Labs. Snapshot for the month of September. Views and interactions may vary significantly after the data collecting date. Tiffany & Co. Doutzen and her son show us the new Tiffany Bow: asymmetrical, off-center and traced with diamonds. #TiffanyBow 23,812 0.9% Tiffany & Co. A celebration of love, our closest connections and, of course, diamonds. Discover the sparkle behind the new Tiffany Victoria™ collection, in which brilliant diamonds align to reflect the stars in the night sky. #TiffanyVictoria 22,567 0.8% Tiffany & Co. The reinvention of a classic. Discover the new Return to Tiffany®. #ReturnToTiffany 21,855 0.8% Tiffany & Co. This season we capture the essence of forever with the new Tiffany Infinity. Sisters @ dreelouisehemingway and @langleyfox show us the graceful elegance behind this stunning collection as well as the true love shared between siblings. #TiffanyInfinity 21,523 0.8% Cartier A timeless and modern watch for her. #CleDeCartier 20,007 1.1% Cartier #CleDeCartier re-inventing the crown. #Cartier 16,133 0.9% Cartier A new vision of sophistication, focused on simplicity and design. #CleDeCartier #Cartier 15,042 0.8% Cartier #CleDeCartier the new watch by Cartier. Men collection #Cartier 13,892 0.8% Cartier #CleDeCartier collection for men. Pure lines, timeless elegance #Cartier 13,178 0.7% Hublot # HublotLovesFootball ⚽️ Big Bang Unico Bi-Retrograde, our stunning watch dedicated to football. Congratulations to @psg and @juventus for yesterday night and good luck @chelseafc and @fcbayern for tonight! 11,000 1.3% Brand Video name Interactions Interaction Rate
  • 27.
    METHODOLOGY & GLOSSARY BRANDS*KEYWORDS FASHION & BEAUTY WATCHES & JEWELLERYInteractions •  YouTube likes and comments + Facebook comments and likes •  Instagram interactions for Instagram videos Interaction rates Interactions (YouTube likes and comments + Facebook comments and likes) / views (YouTube views). Activity Facebook posts + Instagram videos + YouTube videos Performance YouTube (views + comments + likes) + Facebook (likes + comments) + Instagram (likes + comments) Popularity Facebook fans + YouTube subscribers Share of Views Brands’ YouTube views / total YouTube views Share of Interactions Brands’ interactions (YouTube likes and comments + Facebook posts) / Total interactions Views YouTube views
  • 28.
    TEADS •  Inventors ofoutstream video advertising •  Unlocking inventories through the award-winning inRead® format •  Highly scalable, premium advertising solution •  Viewable by design Source: Compared to skippable pre-roll advertising, unskippable pre-roll and social-feed native video. Millward Brown & Teads Outstream and Instream’s Impact on Ad Effectiveness Study 2015 Message association +29% Increased purchase intent +7.8% Ad awareness impact over time +53% Proven by Millward Brown’s ad Outstream and Instream Ad Effectiveness study as the most effective video solution on the market. Teads’ award-winning inRead solution offers:
  • 29.
    TEADS LUXURY CAMPAIGNS BENCHMARK– CTR on COMPLETED VIEWS Source: Teads internal data for H1 2015 globally Beauty 12.3% Fragrances 11.8% Fashion 7.4% Jewellery 7% Watches 8%
  • 30.
    Please contact : GlobalIndustry Director, Luxury - rachid.aitaddi@teads.tv Global Client Insights Manager - charlotte.diemer@teads.tv

Editor's Notes