How the Best Became the Best in Online Video Advertising

Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo

How The Best Became The Best In Online Video Advertising▫ Old Spice, Evian, and BlendTec have created the most-watched online video

ads of all-time. But how did they do it? Using its industry-wide data set from the world of online video advertising, Visible Measures will share exclusive insights and best practices that enabled these campaigns to become the most-watched in history. If you're looking to increase your campaign performance in online video, this is a webinar you won't want to miss.

▫ In our webinar, Visible Measures' CMO and Head of Research, Matt Cutler, will present exclusive insights into what sets the top 10 most-watched viral video ads apart from the crowd. You'll learn how and why they went "viral" and what techniques they used to maximize their views. This session is geared toward brands and advertisers who are looking to get more from their online video marketing efforts.

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Note: all audio and video will occur via your browser (no phone dial-in required). Please enable the one-way video chat widget in the lower left of your browser window.


How The Best Became The Best In Online Video Advertising

Matt CutlerChief Marketing Officer &Head of Research

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Twitter hash-tag: #bestinvideo


How The Best Became The Best In Online Video Advertising

Matt CutlerChief Marketing Officer &Head of Research

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Twitter hash-tag: #bestinvideo

Note: all audio and video will occur via your browser (no phone dial-in required). Please enable the one-way video chat widget in the lower left of your browser window.


Pre-Roll Overlay

Ads-as-ContentAdvanced Formats

In-Banner

Social Video

Brief Introduction to Visible Measures:Get More from Online VideoVisible Measures helps advertisers and publishers get more from online video by providing industry-leading solutions to better understand the world of online video.

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Online Video as Branding Platform:Story Telling + Reach + Control

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Emotional,interactive,shareable, viral.

Online video is



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Online video isviewers in control of their personal brand experience.

Online video puts



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Online video puts Online video canspawn copies,remixes, & derivatives.



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be the center of social dialogue.

Online video can



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be the center of social dialogue.

Online video can

comScore: 178 million US Internet users watched 33.3 billion videos per month eMarketer: online video spend in 2010 will be $1.5 billion, up 50% from 2009


Social Video: Interaction model of Social Media + Story-Telling of Internet Video

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Social Media Internet Video


Social Video: Interaction model of Social Media + Story-Telling of Internet Video

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Social Media Internet Video

▫ Unlike traditional paid advertisings, viewers are in control. ▫ Unlike traditional social networking, advertisers execute brand marketing.

Successful social video campaigns are distinct from other forms of advertising.


The Top 10 Social Video Ads of All Time

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The Top 10 Viral Video Ads of All Time

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“Call them "viral" videos, super-sized TV ads, branded videos or just plain commercials, a few of them have crossed a significant psychic milestone: 100 million views and counting.”

Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo 14


Watch them all here: visiblemeasures.com/top-ten-all-time



▫ 500+ million views▫ 750,000+

comments▫ 7,000+ unique

video placements

▫ Industry segments▫ CPG: 6▫ Consumer

electronics: 3▫ Apparel: 1

Watch them all here: visiblemeasures.com/top-ten-all-time


Common Challenges Facing Brands & Agencies

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▫ Just getting started▫ “We would like to add viral video to our media mix...

what should we be keeping in mind?”

▫ Actively experimenting▫ “We have a social video campaign in market... but so

far it hasn’t attracted much of an audience. Help!”

▫ In the thick of things▫ “We had a big video hit at the beginning of the year...

but since then the competition has come on strong. How do we build on our past successes to take things to next level?”


Just Getting Started“We would like to add viral video to our media mix... what should we be keeping in mind?”

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Best Practice: Develop Memorable ContentDove Evolution (#6 All Time)

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0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

Oct-06Jan-08

Jul-08Feb-09

Aug-09

Mar-10Oct-10

Dove Evolution

Views

Web-only campaign

Among the very first successful viral video ads

Creative approach posed a direct challenge the conventional methods of selling beauty/personal care products

Controversy stirred dialog, which drove sharing and reach

Follow-up ‘Onslaught’ campaign touched on similar themes but was much less successful

Watch it here: visiblemeasures.com/top-ten-all-time


Best Practice: Develop Memorable ContentT-Mobile: T-Mobile Dance (#7 All Time)

0

10,000,000

20,000,000

30,000,000

40,000,000

Jan-09Apr-09

Aug-09Nov-09

Feb-10Jun-10

Sep-10

T-Mobile Dance

Broadcast + online

The first ad to feature large-scale flash mob

Music plays a big part

Rapid organic growth followed by almost linear growth



The oldest campaign in the top 10

Originally a broadcast TV Super Bowl campaign

Heavy star power: Britney Spears, Pink, Beyonce, and Enrique Iglasias

Brand did not place or promote campaign online... instead, the community uploaded it

Music plays a big part

Best Practice: Develop Memorable ContentPepsi: Gladiator (#4 All-Time)

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10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

Dec-07Jun-08

Jan-09Jul-09

Jan-10Jul-10

Pepsi Gladiator

Views



Actively Experimenting“We have a social video campaign in market... but so far it hasn’t attracted much of an audience. Help!”

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0

10,000,000

20,000,000

30,000,000

40,000,000

Apr-10May-10

Jun-10Jul-10

Aug-10

Sep-10

Old Spice Odor Blocker

Best Practice: Employ Surge MediaOld Spice: Odor Blocker (#9 All Time)

YouTube: 24+ hours of new video content uploaded every minute

Need to drive initial awareness of your social video campaign: surge media

Growth curve shows both surge media in support of Odor Blocker and cross-campaign viral activation



Best Practice: Employ Surge MediaQuantifying the Impact

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Long-term impact of surge media support: sustained 4.5x increase in daily reach

Onl

ine

Vide

o Vi

ews

~26,000 views/day 120,000+ views/day


Core Creative Assets

Baby MoonWalk: 7.6 million views

Baby Breakdance: 6.4 million views

Roller Babies: 85.5 million views

Best Practice: Extend the CampaignEvian: Live Young (#2 All Time)

Began as an online-only campaign... but massive viewer response helped push it into broadcast

Compelling creative approach, strong music component

Campaign involved multiple core creative assets, including internationally localized versions

Extension video assets, including behind-the-scenes clips and ‘interviews’ with the babies, extended reach by 10%.


Follow-on Assets

Additional Content: 8 million views

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Best Practice: Extend the CampaignMicrosoft: Project Natal (#5 All Time)

Painting Demo:0.8 million views

Featurettes:11 million views

Online-only campaign

Proof-of-concept product demonstration approach of next-generation console gaming interface

Natal announced at E3 2009 with demos from major producers including Steven Spielberg

Campaign ultimately accumulated 2,000+ unique video clips


Concept Introduction:21 million views

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In the Thick of Things“We had a big video hit at the beginning of the year... but since then the competition has come on strong. How do we build on our past successes to take things to next level?”

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Best Practice: Encourage Audience ParticipationDoritos: Crash The Super Bowl (#8 All Time)


House Rules16.9 million views

Snack Attack Samurai4.7 million views

Casket2.8 million views

Underdog3.9 million views

Kids These Days1 million views

Online-to-broadcast-to-online Super Bowl campaign

Crowd-sourced contest for campaign creative with a $1 million grand prize

While Super Bowl was the crescendo, campaign began months in advance and lived on for months afterwards

Extensive online promotion plan including YouTube homepage takeovers

Spots topped many Super Bowl ad rankings


Best Practice: Encourage Audience ParticipationOld Spice: Responses (#3 All Time)

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The newest campaign in the top 10

Broadcast-to-online campaign

Character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns

Ground-breaking approach involved shooting 100+ online-only short ads that were direct responses to audience requests via social media

Extensive online promotion plan including Hulu in-stream placements


Best Practice: Leverage Past SuccessDC Shoes: Gymkhana Two (#10 All Time)

Ken Block:Bonus Footage

Infomercial

Mechanical:Behind The Scenes

The Making Of:Part 3

One of two emerging brands in the top 10

Gymkhana: a motorsport that “requires drivers to perform reversals, 180 degree spins, 360 degree spins, parking boxes, figure 8s and other advanced skills”

Initial Gymkana sponsorship was not intended as a brand-building exercise... but resonated with online viewers

Based on responses, brand launched a much more elaborate spot called Gymkhana 2, sparking an online video sensation... and making driver Ken Block a celebrity

Multiple campaign extensions including behind-the-scenes, bonus footage, the making of, and more

Watch it here: visiblemeasures.com/top-ten-all-time29


One of two emerging brands, and the only serialized campaign, in the top 10

Built-in audience for each new episode... companies can now sponsor to have their product blended!

Timely tie-ins with current events social media circles, such as the iPad episode

Simple idea – CEO-led product demonstration – executed with humor and consistency

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50,000,000

100,000,000

150,000,000

Jun-07Dec-07

Jul-08Jan-09

Aug-09Mar-10

Sep-10

Blendtec Will It Blend?

Views

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iPhone

iPhone4

Glow Sticks

Golf Balls

iPad

Skis

Best Practice: Leverage Past SuccessBlendtec: Will It Blend? (#1 All Time)



Best Practices in Social Video:Summary

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Develop memorable content

Employ surge media

Extend the campaign

Encourage audience participation

Leverage past successes


Putting It All Together: Share of Choice▫ Male personal care: a brand-building battle-ground in social

video▫ Old Spice’s social video successes: re-shaped the landscape

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Q3 ‘09 Q4 ‘09 Q1 ‘10 Q2 ‘10

Shar

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Brand A Brand A

Brand ABrand A

Brand B Brand B

Brand B

Brand B

Brand CBrand D


Visible Measures Product & Services Portfolio

Orientation & Training

Support & Maintenance

Pre-Sales Support:Leverage Online Video Data to Pitch New Business

Planning & ActivationEstablish Media Strategy & Execute

Campaign Management: Measure & Optimize In-Market Campaigns

Visible Measures Engagement Model:Drive Results Across the Entire Campaign Cycle

visiblemeasures.com/get-more-webinarTo get more from your online video efforts, contact us here:

Date post:	09-May-2015
Category:	Self Improvement
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How the Best Became the Best in Online Video Advertising

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