Grazia Bettinelli - Marketing Director Leonardo interviene alla Beauty Web Conference 2012, organizzata da Bellezza.it http://www.beautywebconference.it/index.html http://www.bellezza.it/ http://www.gepcommunication.it/

1. Video on the web:
from trend to landmark
Relatore: Grazia Bettinelli – Leonardo ADV

2. § Video Overview
§ From trend to landmark
§ Broadcasters disruption & infinite contents
§ Quality is the guide
§ Video opportunity
§ More than TV
§ Viral
§ Rich media

3. § Video Overview
§ From trend to landmark
§ Broadcasters disruption & infinite contents
§ Quality is the guide

4. From trend to landmark
Source: Nielsen Media Outlook-giu 2012-dato worldwide
«Guardare contenuti video sul computer (84% pop.) è divenuto popolare
tanto quanto guardarli dallo schermo televisivo (83% pop.)»

5. Broadcasters disruption and infinite contents
Source: Ufficio Stampa RAI sett 2012-Audiweb View
Oggi i player sono altri … le audience sono distribuite e i contenuti
potenzialmente infiniti…
70% share medio (rai
+mediaset)
10% universe reach (rai
+mediaset)

6. Quality is the guide
.. la vera discriminante che deve guidare l’allocazione dei budget diventa la
qualità
Would you really
advertise YOUR
BRAND on it????

7. § Video opportunity
§ More then TV
§ Viral
§ Rich media

8. More than TV: preroll
GRP donne 25-54
up to 384
GRP donne
up to 328
GRP donne 25-34
up to 288
GRP donne +35
up to 273
GRP donne 15-19
up to 397
GRP mamme
up to 332

10. More than TV: preroll – vantaggi vs TV

11. More than TV: preroll – vantaggi vs web adv

12. Viral: video seeding
da 296.000 a
108.970 shares
on Facebook
1.403
Twitter shares
+ 100.000 views
in 1 settimana
+24.000
condivisioni
+2.000.000 views

14. Viral: video seeding - vantaggi

15. Rich Media
CTR medio 3%
GRP donne 25-54
up to 636
reach donne 25-54
up to 30%
reach donne 25-34
up to 35%
GRP donne 25-54
up to 737
+ 6.000.000
donne

17. Rich Media: i vantaggi