Social Media in a Corporate Context 2010 - Luke Aviet, GoViral

goviralLuke Aviet, Managing Director UKApril 2010

Branded content distribution:Public Awareness campaigns

Company Info: Branded Content DistributionFounded 2005

60+ EmployeesOffices in Copenhagen, Munich, Paris & LondonPartners in Moscow, Tokyo, Milan, Local seedersGlobal reach / EMEA focus

Network Info: 600+ campaigns conducted35,000+ validated sites & blogs in our database

Headlines: Winner of the 2008 Danish Advertising Effectiveness AwardExperts in viral, TVC and branded video contentDelivered local language campaigns in 87 countriesIn 2008, over 120,000 sites globally

About goviral

Electronics Handsets Networks Awareness Auto Lifestyle FMCG Gaming Ents

• Click-to-play video views (or widget/app clicks)

• Pay only for performance

• Distribute long form content (+0:30min)

Performance based branding

• Proprietary distribution and reporting technology

Why online content distribution?

Video content is increasingly delivered online and on demand - one in seven 18-24 year olds watching no live TV at all.

Source: Microsoft study, Europe logs on, May 2009

Median age for TV users are 13 years higher than general population.

We are quickly changing behaviour

Fundamental shift

Social media usage is exploding, but so is video

*Source: Nielsen Online, The Global Online Media Landscape, April 2009 and Jupiter European Advertising Forecast 2007-12

“The current trend towards watching more online video should drive more advertisers towards this medium”

Nielsen, 2009

Video (€79mil )

Video (6.5 hours)

Online (50 hours)Online (50 hours)

Online (€9.8Bn)Online (€9.8Bn)

Monthly usage

Yearly advertising spend

13%

<1%

Online video now accounts for around 13% of all European internet time

Online video advertising Accounts for less than 1%of total online ad spend

The audience/revenue gap in online video

Online video ads are more effective than TVBranded Content placed at relevant content sites are particularly effective at improving Message Recall.

Trend: Video reach is larger than any TV Networkand video keeps growing

86m 112m 114m 116m170m

Source: GlobalWebIndex.net and ComScore

More than 170 million US viewers watch an average of 182 videos

online, or a total of 35bn videos in Feb 2010

More than 170 million US viewers watch an average of 182 videos

online, or a total of 35bn videos in Feb 2010

goviral is distributing all forms of content

Awareness

Tutorial & ProductWidgets & Applications Strong TV ads

Episodic Content Interactive VideoBranded content

LearningEngagement

Video is flexible and effective

Integration:Editorial upload in small and large

video environments

Integration:Editorial promotion of content on

relevant websites and blogs

Editorial FormatsEditorial Formats Content FormatsContent Formats

Integration:Promoted video on relevant

contextual websites

Promoted FormatsPromoted Formats

Type of environments: Influential blogs & websites for urban

males.

Type of environments: Video sites, or websites with

a video content section

Type of environments: Larger commercial partners

Video content can attract editorial placements on contextual websites and blogs, work as content in video environments and be promoted commercially in advertising formats.

The Shift in Commercial Model

- Banners/CPM

- Activate as ads

- Drive to campaign site

- Banners/CPM

- Activate as ads

- Drive to campaign site

- Content/CPV

- Activate as content

- Distribute in the long tail

- Content/CPV

- Activate as content

- Distribute in the long tail

Content activationContent activationCommercial activationCommercial activation

Traditional Online ModelTraditional Online Model Branded Content ModelBranded Content Model

Video AdvertisingProducts (IAB) +

In-StreamLinear

In-Stream Non-Linear

In-Banner In-Text

EXPERIENCE Video ad before, during, after content

During, over, within content

Video ad served as a banner

Video activated on mouse-over text

DURATION 5s, 15s, 30s MAX 5s-15s MAX 30s MAX 30s MAX

ACTIVATION Automatic Passive Automatic Automatic User Initiated

As-Content

User consumes video as content

30s,60s+ long form

EMEA growth 60% 10% 8% 2% 20%

Consideration and planning within the Ecosystem

From conversion to conversation

Personal communication tools

Tagging and bookmarks

Vertical websites

Social networks

Audiovisual content

Blogs and social media

Users are increasingly getting accustomed to a media landscape where they are in control. This is increasingly turning marketing in to a dialogue where brands can

join the conversation if they are relevant.

The offline funnel The online funnel

Media phasesStep 1:

Owned Media Step 2:

Paid Media Step 3:

Organic Media

From website

To Official website, blog, Youtube channel

Banners and Video Advertising

To distributing multiple content pieces ongoing

From PR and journalists

Activating bloggersand social sharing

How the ecosystem works

Paid Media

Organic Media

Owned Media

Distributed content engages the target audience in the

environments where they are looking for related content. The

player offers several post-viewing opportunities, which

spill over in to organic and owned media Rating, commenting and sharing

Visit Official Site

Chosen websites, relevant to the target demographic.

Video Advertising

Distributing campaigns as content across hundreds of long tail

websites. Maximize contextual distribution and achieve users

social recommendation

Online video is more engaging than banners and lifts message recall of

TV campaigns. Reach a younger audience, more active and more

influential on brands.

Cost-effective and targeted distribution

Branded content

Editorial and social media activation

Building a long term brand position throughout the movie release period

Online Presence

Time

Launch multiple content pieces over an extended period. This

model allow deployment of permanent distributed channels

and make it possible for brands to ”own” a vertical

The Media Strategy

Why do brands use services like goviral?

Avoid the Content Graveyard

A video is posted on e.g Youtube

150.000+ videos uploaded each day

The video makes or brakes – if it isn’t discovered quickly then it simply goes

to the content graveyard

CONTENT GRAVEYARD

Only if the video achieves momentum

will people start noticing on larger sites

Less than 1% of videos get more than 5,000 views in the first 12 monthsThe equivalent of 1,700 years of video has been uploaded to the site and it receives one billion views a day.

goviral distribution in short

Network Upload of video to goviral network Selection of relevant categories Application of price per view Release for distribution Uploading to all relevant video

destinations

goviral networkBranded content Distribution partners

Preparation Compression of video Creation of different formats Embedding of tracking Selection of player (standard,

branded or interactive)

PublishersBespoke recruitmentReceive embed codesImplement on siteTracking and reporting

+365mil UU per month+20mil target views delivered

0:30 – 10:00min videoSingle/multiple assets

Customized skin & end screen

18 vertical categories+12.000 paid publishers

Publishers are notified when a new relevant campaign is live.

The campaign page contains re-sizeable video

player for embedding, images as well as localized title, description, tags and related links/PR materials

in order to make it easy for journalists and bloggers to

build editorial content.

Content is posted where it has the greatest chance of

generating interest from users

How websites use the content

Impressions vs guaranteed views

ImpressionsOpportunity to see

ViewsUser initiated video views

Post viewing engagementWatch more videos, rate,

comment or share

Post click engagementClick through to website

Level of engagement

Impression based media buying secure millions of ad-servings while goviral goes one step further, guaranteeing click to play video views upfront. After viewing the users

can rate, comment, share or click through to the Official Movie Site

Passive user

Active user

The goviral Video player

Click to download or embed content elsewhere, easy!

Social sharing with e-mail, blog platforms, Facebook, Digg, Twitter etc.

Play after suggestions leads the user to more relevant material or

website

High quality full screen functionality & intuitive rating

and comment system

Fully customizable video player with hot spot technology

Social Sharing

Customize

Full screen, rating, comments

See more content or website

Embed to blog or website

Functionality Engagement

goviral Analytics

120+ Fully Customisable Reports

Dedicated Client API and Data Export

100+ Social Platforms Tracked

10+ UGC Specific Reports

Unrivalled Campaign Analytics

15+ Twitter and Facebook Reports

10+ Earned Media Reports

Seamless White Label Solution

30+ Campaign Performance Reports

25+ Content Evaluation Reports

KPI Summary Report for each Category

Recent cases and results for the European Commission

Recent campaigns for EC

• DG Sanco – Safe Shopping:• Successful test campaign in Belgium• Afterwards DG Sanco decided roll out in 6 key markets

• DG Sanco – Antismoking ”Les Helpers”• Following up on the success of Nicomarket we launched this campaign end of 2009

• DG Employment – European Health Insurance card• Campaign launched in 27 markets end of 2009

EHIC - 27 EC Markets

Campaign name: EU HealthClient: DG EmploymentLaunch date: December 3rd 2009Period: 8 weeks Countries: 27 EU countriesTarget views: 1.2M+

Campaign name: EU HealthClient: DG EmploymentLaunch date: December 3rd 2009Period: 8 weeks Countries: 27 EU countriesTarget views: 1.2M+

Results and Successes

• Reached total views, or 130+% of total guaranteed

• Reached 1.8M+ views in the target markets, or 140+% of target market guarantee

• 60%+ of the targeted viewers watched the video until the end

•So far, the video reached placements on 2000+ sites

• With 1500+ votes, the average rating is currently 3+/5 stars

Results and Successes

• Reached total views, or 130+% of total guaranteed

• Reached 1.8M+ views in the target markets, or 140+% of target market guarantee

• 60%+ of the targeted viewers watched the video until the end

•So far, the video reached placements on 2000+ sites

• With 1500+ votes, the average rating is currently 3+/5 stars

Results and Successes on 21/04/2010

Target Views: 1.3M+Global Views: 1.6M+Spill over Views: 300K+•Good contextual placements have been made throughout the campaign so far and the target audience has been well covered as demonstrated by user content ratings and their demographic info.

Results and Successes on 21/04/2010

Target Views: 1.3M+Global Views: 1.6M+Spill over Views: 300K+•Good contextual placements have been made throughout the campaign so far and the target audience has been well covered as demonstrated by user content ratings and their demographic info.

Anti-Smoking - 27 EC Markets

Campaign name: EU Anti-SmokingClient: DG SancoLaunch date: 16th October 09Period: 10 monthsCountries: 27 EU countriesTarget views: 3+Million

Campaign name: EU Anti-SmokingClient: DG SancoLaunch date: 16th October 09Period: 10 monthsCountries: 27 EU countriesTarget views: 3+Million

Target Views: 1,272,160Global Views: 1,548,361Spill over Views: 276,201

FREE MEDIA VALUE: 88,500€590,000 views @ 0.15 cpv

Background:Campaign is due to run until the end of the year with one clip being released each month – in total - 11 Episodes + 1 Trailer. These results below are interim – the campaign is proving to be a huge success. This is a follow up to a previous campaign goviral ran for EU Anti-Smoking – Nicomarket in 2007.

Background:Campaign is due to run until the end of the year with one clip being released each month – in total - 11 Episodes + 1 Trailer. These results below are interim – the campaign is proving to be a huge success. This is a follow up to a previous campaign goviral ran for EU Anti-Smoking – Nicomarket in 2007.

Results so far:•The campaign has so far reached 700K+ targeted views for the 7 target countries combined.

•The video has reached 500+ sites and enjoys a good click through rate of 3+% from the clickable player to the campaign website.

Results so far:•The campaign has so far reached 700K+ targeted views for the 7 target countries combined.

•The video has reached 500+ sites and enjoys a good click through rate of 3+% from the clickable player to the campaign website.

Safe Shopping - 7 EC Markets

Campaign name: Safe ShoppingClient: DG SancoLaunch date: October 09 - March 25th 2010Period: 8 weeks each runCountries: 7 EU countriesTarget views: 1M+

Campaign name: Safe ShoppingClient: DG SancoLaunch date: October 09 - March 25th 2010Period: 8 weeks each runCountries: 7 EU countriesTarget views: 1M+

Target Views: 1,272,160Global Views: 1,548,361Spill over Views: 276,201

FREE MEDIA VALUE: 88,500€590,000 views @ 0.15 cpv

Background:

•Campaign running across UK, Belgium, Germany, Denmark, France, Sweden and Netherlands. Campaign video is distributed together with an interactive quiz – testing the views understanding of Safe shopping behaviour.

Background:

•Campaign running across UK, Belgium, Germany, Denmark, France, Sweden and Netherlands. Campaign video is distributed together with an interactive quiz – testing the views understanding of Safe shopping behaviour.

Our vision 

To create and engage audiences

Our strategyTo invest in distribution, technology and knowledge

From passive consumers To active users

Questions?