Update: Actual version used on stage for Cannes Lions 2013 with our CEO Rene Rechtman and Mihkel Jaatma, Founder of Realeyes. Youtube video inserted in the end...
2. 20,000
unique videos
since 2005
2005 2013
Viral Video
2005
The “Social
Media”
Playbook
2008
Branded
Entertainment
2010
Generation
Social
2012
Be Emotive
2013
4. • Content
2005 2013
5
4
3
2
2009
Global digital content created and shared
Source: KPCB, YouTube
YouTube hours of video uploaded per minute
100
75
50
25
ZB Hrs
100 hrs
of video uploaded
to YouTube each
minute
8 ZB
of data per year
will be created
by 2015
5. • Content
< 100 > 1m
YouTube videos by number of views
Source: Business Insider, Businessweek
%
30
20
10
29.6%
11.4%
0.3%
1k – 2.5k 10k – 100k
2.7%
0.0001%
probability user
will view your
content
6. • Choice
2000 2012
1,000
800
600
400
200
2008
Global internet connected device shipments
Source: BI intelligence, Microsoft
Units
(millions)
2004
Smart
phones
Tablets
Personal
computers
Wearables
47%
multi-task on
multiple
screens
7. • Choice
Share of device page traffic on a typical work day
Mobiles
brighten the
commute
PCs dominate
working hours
Tablets popular
at night
Source: comScore, Ericsson
60%
of consumers
watch video
on-demand
weekly
9. • Consumption
#
##
Source: Ericsson, KPCB, Microsoft
2/3
Use multiple
screens
150
times per day
a user checks
their smart
phone
1.6bn
Mobile
broadband
connections
(43% y/y)
10. • Connection
Source: KPCB, YouTube, Facebook
0 100
Facebook
YouTube
Twitter
Google+
LinkedIn
Pinterest
MySpace
Instagram
Tumblr
Foursquare
80
Which social media do you use?
%604020
2011 v 2012
1bn
unique users
visit YouTube
monthly
1.1bn
global active
Facebook users
11. • Connection
Source: KPCB
Daily number of photos uploaded and shared (accumulated)
2005 2013YTD
500
400
300
200
100
2009
Photos
(millions)
Facebook
Flickr
Instagram
Snapchat
530m
photos
uploaded and
shared daily
16. 4.5x
higher purchase
uplift
Richer media vs simple
Brand
Favourability
Purchase
Intent
2.5
2.0
1.5
1.0
0.5
Aided Brand
Awareness
Delta
(exposed
minus
control)
Richer media delivers on branding goals
Source: Google Doubleclick
15x
higher brand
favourability
17. Choice over interruption
Video format
preference?
Premium quality feel?
More intrusive
format?
Positive brand
sentiment?
Added most value?
Pre-roll
Positive emotion
towards format?
Format related to
search/activity?
Native
Source: Be On internal research
18. 75%
higher engagement
amongst users who
choose to watch
video content
vs
Choice
Interruption
Source: YouTube, Neilsen, Reelseo
20%
higher conversion
with user initiated
videos
19. vs
Source: YouTube, Neilsen, Reelseo
82%
Higher brand lift
generated by
native ads,
compared to
pre-roll
Native
Pre-roll
20. Source: Gunn Report 1992-1995, IPA
Les Binet & Peter Field,
Marketing in the Era of
Accountability, 2007
Emotional advertising
campaigns are more
effective and more
profitable than rational
campaigns - even in
'rational' categories…
“
”
11x
more efficient
in market share
growth
The Gunn Report
37. Consumers love emotional content...
3xhigher average
view to end %
8xhigher click
through rate
20xbetter in
converting views
into social
actions
100xQuicker in
attracting
viewers
Source: Be On research
Reduced price sensitivity and creates strong sense of brand differentiation.
Video - Ford
Video – AS Roma
DEMO
LG Video
Data from LG report
Point:1. Standard doesn’t work2. Even modest emotional differences make exponential difference in breaking through
Emotionally stronger ads get3x higher average view to end %8x higher click through rate20x better in converting views into social actions100x quicker in attracting viewers.Source: Be On and Realeyes research based on 400 videos study, 2013