Goviral is a global video content distribution network founded in 2005, offering guaranteed engagement and targeting over 365 million unique users monthly across 90 countries. The document discusses the evolution of online video consumption, emphasizing the shift from traditional advertising models to content activation strategies, and highlights case studies demonstrating the effectiveness of video in engaging consumers. It underscores the need for brands to adapt to changes in consumer behavior and the competition for attention in an increasingly fragmented media landscape.

1. Viral is dead, online video is born

2. Agenda

3. About goviralCompany Info: Founded 2005 (acquired by Aol for 96,7 mil USD in Jan 2011) 90+ Employees Offices in London, Munich, Paris, Madrid, Stockholm & Copenhagen Global reach (Distribution in 90 countries)Network Info:20,000+ videos launched 18,000+ active paid publishers 24 verticalsTransactions:30+ million targeted views monthly Engage over 1+ million consumers every day 365+ million unique usersTechnology: Proprietary analytics, distribution and player technology

4. What we doGuaranteed engagementOur audienceYour videos20,000 content partnersLonger form videos +30sPay for performance only

5. goviral is a global video content distribution networkVideo as the social glue

6. It’s an attention economyA wealth of information creates a poverty of attention”- Herbert Simon, 1971

7. Hyper fragmentationTelevision’s top rated show twenty years ago, the Cosby show, reached 27% of the population every week. Today’s top scorer, American Idol, reaches less than 9%.- Anthony Young, CEO OptimediaBrand Media Strategy, 2010

8. The status of video with consumersSource: Universal McCann – Wave 1-4 studies (2006, 2007, 2008 and 2009)According to the largest continuous online study, UM’s Wave program, global online video penetration grew from 32% to 82% between 2006 and 2010. Wave 115 markets7,500 usersWave 221 markets10,000 usersWave 329 markets17,000 usersWave 438 markets23,000 usersWave 553 markets37,000 users

9. Online video consumptionAverage online video viewing in Europe/US in December 2010 was 15,4 hoursThe online video audience is still younger than the average web user

10. Video builds conversation% of total goviral views delivered from within Facebook12,5%3,8%0,1 %Dec 09Jun 10Dec 10Facebook is not like a website, rather it is a platform for almost 600m individual long tail publishers… and it is taking +10% of their time.

11. Consumers understand the gameOnline there has to be a value exchange between brand and consumer

12. goviral is a global video content distribution networkViral is dead, online video is born

13. The evolution in online video2005 - 20082008 - 20102010 -

14. What’s changing, what’s the same?All video advertising Fit for audience

15. Engaging

16. Memorable

17. Strong messaging Online video No restrictions on content

18. Participation from users

19. Shareable

20. Non-linearity

21. Real time feedback

22. Buying modelThe basics of good content is not changing, but we need to adopt to a new medium

23. Thinking in multiple formatsTutorial & ProductBrand narratives Strong TV style adsEpisodic ContentInteractive VideoBranded contentLearningAwarenessEngagement

24. T-mobile: Life’s for sharingCollaborative content to generate publicity

25. T-mobile: Life’s for sharingProving its worth over timeDanceSing alongWelcome backJan 2009May 2009Oct 2010

26. T-mobile: Life’s for sharingResults of the “life’s for sharing” activities Over 45 million total views on YoutubeA total of 760 videos published over the last 2 years52% increase in sales YOY43 Facebook groupsShared on over 2500 blogs*Source: The Ambient Advert titled 'Dance' Case Study by Mediacom

27. goviral is a global video content distribution networkVideo as a format

28. The evolution in online advertisingThe driverThe formatAccessBroadbandRich media + searchStatic displayAudiovisualExperience (content)The front lineReachPerformanceBrand1996-20012008-2003-2007

29. Video vs displayCTR rate0,6%Video CTR1,7%0,5%0,4%Display CTR0,35%0,3%Display CTR0,22%0,2%Display CTR0,13%0,1%*Source: Adtech and Forrester – End of year 20092004200520062007200820092010In 6 years European CTR rates on banners across all formats have dropped 60% from 0,35% in 2004 to 0,13% in 2010

30. Delivering superior performanceVideos, properly submitted, are 53 times more likely to generate a first page Google ranking than traditional SEO techniquesForrester Report, 2010Video ads are on average 4-7 times more effective than other display formats in engaging a user. Double click & Dynamic Logic 2009

31. Cadbury Chocolate charmerFirst effectiveness study in FMCG of TV, online and online videoCampaign: Chocolate CharmerLaunch Date: 9th April 2010End Date: 3rd June 2010Distribution: TV, online, online videoSummary:While delivering a return on investment of £3,71 for every £1 spend, online video also added a 19% incremental reach for the campaign. The majority of people – nearly two out of three – who saw the ads online did not see them on TV.Cadbury's 'Chocolate Charmer' campaign was tracked by the Media Efficiency PanelSource: www.marketingmagazine.co.uk

32. The current video opportunityUS online display ad spending, by format, 2009-2014% of total and billionsSource: eMarketer, May 2010Be ahead of the curve…

33. goviral is a global video content distribution networkIf content is king,distribution is queen

34. Automotive videos on Adage top 10

35. Viral is dead* Fun theory spent a total of 9 weeks on the list, primarily in 2009.

36. The competition for attentionDec 201035 hours of content every minute.200,000 videos per dayBetter contentMore contentThere is both increasing horizontal and vertical growth in video content. All this is increasing competition for the users attention

37. The shift in commercial modelTRADITIONAL ONLINE MODELBRANDED CONTENT MODELContent activationDisplay activation- Content/CPV- Activate as content- Take content to the user- Banners/CPM- Activate as ads- Drive to campaign siteRather than distributing video on a traditional CPM/display basis, goviral adopt a content activation model – delivering a guaranteed number of click to play views upfront.

38. Long tail distributionThe vertical“long tail”The vertical championsThe global top 20The nationalchampions30%70%71% of all views goviraldeliver originates from outside our top 20 publishers* Based on 205,5 mil targeted video views over the last 12 months tracked through goviral analytics

39. The difference in engagementGoviral network stats are consistently outperforming the market in both content and commercial placements - Goviral stats are based on last 12 months, 200mil view sample - Youtube stats based on stated averages for Promoted videos and True view - Click to play rates for video ads are from Adtech global CTR rates survey, Nov 2009 - View to end average for video ads are combined total from different lengths of Brightcove/Tubemogul 2010 study. - CTR average for market is from stated Unruly Media / Tubemogul averages

40. Enhance experience and sharingDesignSocial SharingSocial sharing with all blog formats and social mediaFully customizable design, accept 3rd party graphicsEmbed & DownloadInteractive Player3rd Party IntegrationRatings & CommentsSend users to relevant destinations such as website or FacebookVideo overlays to enhance user experience and drive interactionTrack +100 metrics and embed 3rd party trackingSee user ratings and comments

41. Engagement = Actions?Video ActionsVideo action rate is measured as the number of unique video actions for every 1,000 views.

42. Video action rateVideo Action Rate ProgressionGV Interactive Videos ReleasedFacebook Like ReleasedSource: goviral analyticsVideo Action Rates has been increasing YOY as players are further optimized for sharing

43. LG OptimusCase Study200-400% increase in video actions across all marketsVideo Actions by CountrySource: goviral Analytics*Source: Standard video rates based on average network numbers

44. goviral is a global video content distribution networkWorking strategically with distribution

45. The Online Evolution2000-20072008-092010-2012Nokia get’s first real online video successes with “Get out and play” and “Bruce Lee” gathering 5-10mil viewsNokia is slowly moving to digital, but remains largely traditional in choice of formatsNokia’s creation teams are adopting increasingly strategic models for working with content and distribution.

46. The distribution approachAlways OnTraditional Campaign ActivityPeak n’ Valley: Traditional Campaigns run in bursts with 3-6 months interval. It takes a large effort and budget to build up the level of momentum after each valley.Always On: The idea for online video is to build an activity that is always on. Nokia can achieve this by planning to continuosly distribute content across hundreds of websites.

47. “We want to take a dandelion approach to content. Instead of aiming to create that one amazing viral in a year, we want to create 365 potential candidates”Daniel GoodallSenior marketing manager, Nokia

48. Content development strategyThink in contentThink in audiencePlanningProductionDifferent length/cut

49. Different end frames

50. Different overlaysTestingClick to play

51. Pay per view

52. Guaranteed engagementDistribution

53. Nokia N8The way to introduce a new phone

54. Thinking strategically about content & distributionBranded contentEngagementProduct & tutorial filmsInterestOverlays & interactivityActionNokia destination pagesPost click

55. Implications for planningFrom one ad to many content formats(A dandelion approach to content)AudienceCreative concepts can come from many sources(bothtraditional and from new ”crowd” sources)ContentLong tail distribution in relevant channels(The difference canbemeasured in engagement..!)MediaEstablish benchmarks for each part of funnel(Brand goals, action goals and conversion to community/action)Analytics