Online video distribution with goviral

1. Goviral distributes branded video content,Guaranteeing audience and user initiated video playsFor advertisers on a pay-for-performance basis

2. Key Facts on Goviral Company Info: Founded 2005 75+ Employees Offices in London, Paris, Copenhagen, Stockholm & Munich. Partners in Moscow, Tokyo & Milan Global reach / EMEA focus (80% of campaign volume)Network Info:20,000+ Content distributed 21,000+ active paid publishers 250,000 unique websites reached last 12 months+540mil target views deliveredTransactions:35+ million targeted views/month delivered 12+ million views in verticals/month delivered

3. Active in SwedenCampaigns launched/tobelaunchedinSwedenthelast 4 months Libero

4. Comviq

5. Brothers

6. Xbox

7. Nokia

8. Disney

9. Diesel

10. Nordnet

11. Panvision

12. Bredbandsbolaget

13. Gainomax

14. HIV-rådet

15. Länsförsäkringar

16. Scan

17. Diagio

18. IKEA

19. Santa Maria

20. Adidas

21. Folkoperan

22. LG

23. RiksgäldenFrom buzz word to marketing reality9 of 10 campaigns are not viral at allOut of the 1,700 campaigns goviral have launched, only 101 has scored +25 to qualify as “real” branded content. Content that rates between 15-25 often attract less editorial coverage and fewer users are sharing. This means less “earned/organic” over delivery.

24. Why try to optimize social sharing?Consumers are more interested in a video referred by a friend than one on a search engine. These views are also organic and non-payable.Average Minutes Watched

25. From viral to many types of video contentTutorial & ProductBrand channels Strong TV adsEpisodic ContentInteractive VideoViral contentAwarenessLearningEngagement

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

28. Adopting toanew realityThe inherent differences in channel should impact our creative thinking

29. What’s changing, what’s the same?The basics of good content is not changing, but we need to adopt to a new mediumAll video advertising Fit for audience

30. Engaging

31. Memorable

32. Strong messaging Online video No restrictions on content

33. Participation from users

34. Shareable

35. Non-linearity

36. Real time feedback

37. Buying modelVi kan vällekaihop!

38. CASET-MOBILE

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

40. T-mobile: Life’s for sharingCollaborative content to generate publicity DanceSing alongWelcome backJan 2009Apr 2009Oct 2010

41. T-mobile: Life’s for sharingCollaborative and social content to generate publicity Over 45 million total views on Youtube

42. A total of 760 videos published over the last 2 years

43. 52% increase in sales YOY

44. 43 Facebook groups

45. Shared on over 2500 blogs*Source: The Ambient Advert titled 'Dance' Case Study by Mediacom

46. THE OPPORTUNITY

47. “PERSONAL RECOMMENDATIONS AND CONSUMER OPINIONS POSTED ONLINE ARE THE MOST TRUSTED FORMS OF ADVERTISING GLOBALLY” Source: Nielsen Online press center, 07/09/09: “The Nielsen Company reveals the most..”

48. Video growing rapidly in all Demographicsfastest of all formatsHours viewedAgeVideo consumption has grown 74% in the last 12 months, with 18-24 watching 9 hours of video every monthSource: ComsCore video Metrix

49. What can online do for your TV Campaign?“Advertisers might be able to save money by utilizing those ads already in the hopper. Even when controlling for exposure, we see that repurposed TV spots resonate quite well in the streaming full-episode environment.“David Kaplan - Nielsen's senior VP of product leadershipSource: Nielsen IAG, A18-49, Premium Online Video Measurrement 2008-2009 – June 2009

50. Branded video content builds brandsAs the media landscape is fragmenting, online video distribution is adding incremental reach to TV. The combination of TV and online video has also proven to significantly raise both brand and message recall.

51. VIDEO EFFECTIVENESS

52. ONLINE VIDEO DISTRIBUTIONWITH GOVIRAL

53. SummaryBrandedcontent distribution online Click-to-play video views – user engagement!

54. Minimum guaranteed number of views – performance based branding!

55. Distribute long form content (+0:30min) – the content is the destination!

56. Own distribution & reporting technology – accountability and transparency!

57. Market leading analytics platform – accountability and transparency!

58. Post view engagement – view after options, social sharing, comments

59. Build buzz and earn free mediagoviral player With tools for social sharing & commentinggoviral publisher network1000 websites in the long tailClient Videos

60. Content USP’sContentPre-RollOverlayBannerFormatPushPushPullPushActivationClickAutoplayAutoplayAutoplayDuration30s max30s+30s max15s max

61. http://www.youtube.com/watch?v=h5jKcDH9s64

62. CASETHE MEGANE EXPERIMENT

63. Renault MeganeexperimentReaching the right audience makes all the difference

64. Renault MeganeexperimentTargeted distribution to more than 1000 auto websites and blogs

65. Renault MeganeExperimentPlanned and launched in conjunction with TV schedule and SEO campaignTVOnline videoSEOAugustSeptemberOctober*Source: Renault Megane Challenge – august/october 2010

66. Renault MeganeExperimentTargeted distribution creates great results 48 hours of content shoot

67. Menton and Gisburn to become friendship towns

68. More than 500.000 UK views

69. A total of 61% from long tail auto/male specific sites

70. +13,000 Facebook likes

71. Shared on 1018 websites*Source: Renault Megane Challenge – august/october 2010

72. CONTENTDISTRIBUTION WITHGOVIRAL

73. The opportunityFrom drive to site to content distributionFROM DRIVE TO SITE…Traditional banner advertising fail to engage the audience and is ineffective as a brand medium…TO CONTENT DISTRIBUTIONDistributing audiovisual content to where users already spend their time on the internet increases engagement and build brands

74. The shift in commercial modelTRADITIONAL ONLINE MODELBRANDED CONTENT MODELContent activationOnline Display activation- Banners/CPM- Activate as ads- Drive to campaign site- Content/Cost per view- Activate as content- Take content to the userRather 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.By using video, this model allows you to engage with your audience with a medium that is valued, contextual and relevant, and as a result, not only delivers a deeper level brand awareness, but further strengthens brand favorability and purchase intent.

75. The differentiatorWe work with video as contentImpressions/Display – TVOpportunity to seeRich media/pre rollsAwarenessBranded contentUser initiatedvideoviewsEngagement Level of engagementPost View EngagementWatch more videos, rate, comment, shareDialoguePost brand experience Social sharing, loyalty, leadsActionImpression based media buying:Activation: As advertising (banner)Buying model: CPMAim: Take users to landing pagegoviral content distribution:Activation: As content (video player)Buying model: CPV + UpsideAim: Engage users where they spend their time

76. Length determines view to end100View to end (%)80Client XX - estimate50 – 58%6040Average: 38.6%20060’15’20’Time (sec)120’30’90’58’Average length There is a clear relation between the length of a video and its view to end rate

77. Coordinating Campaign LaunchOnline video activation should coincide with other media channels Daily ViewsPeak(Week 1)End of Promotion(Week 4)All related media should preferably be live in various channels at this point. After the promotion is completed the video content is active in many environments across the internet . These placements stay “out there” and will continue to support the launch in the months after the campaign has terminatedPlan the video campaign, so the traffic peaks after the first week. Other Media ChannelsOnline Video ChannelsLaunchEnd of activation+3 months

78. Social distribution within Facebook

79. Social BrandingSocial media engagement often depends on brand advertising firstSource: DDB Worldwide and Opionionway Research, “Facebook and Brands” , Oct 11, 2010

80. Where to start a campaignThe mid and long tail still dominates video viewing (74% of all video views), these sites also represent more interesting vertical and editorial opportunities.

81. Video in social media environmentsDuring the past 12 months video viewing on Facebook grew more than 239%

82. The difference is relevanceClick through rate for average Display banner0.13% Source: Association of online publishers 2009Click through rate for average Facebook wall post6.49% Source: Virtue, August 2009

83. Sample Facebook groupsWhere our video would sit on Facebook groupFacebook groupsSecret Cinema(73,556 Facebook likes)http://www.facebook.com/pages/Secret-Cinema/46896241052/Film(35,770 Facebook likes)http://www.facebook.com/pages/Film/183439626150Escape to the Movies(3,777 Facebook Likes)http://www.facebook.com/pages/Escape-to-the-Movies/374853431247Typical Facebook ad space

84. OPTIMIZING INTERACTIVITY

85. End screensMaximize engagement of additional content after the video has playedRecommend up to 12 further pieces of video content to your consumers, all instantly managed through goviral’s Play After consoleCultivate and broadcast the social actions by harnessing goviral’s in player comments and ratings module, comprehensively reported on in goviral AnalyticsJohnnie Walker, Walk with Giants Multiple video exampleLink: http://5x5m.com/lp/10247/lewis_hamilton_fr.html

86. LG OptimusPuttinginteractivity at the core of the campaign

87. Interactive Video Interactive VideoStandard Video Interactive player with functionsduringplay

88. Menu (comment, rate, share)

89. Facebook Like

90. Comment

91. Share

92. Website Link

93. Clickable Player

94. Menu (comment, rate, share)

95. Interactivityafterplay is completedInteractivity promotes action+400% increase in both action rates on interactive videos compared with standard videos.Video and Social Action RatesSource: goviral Analytics

96. Taking a TVC digitalHotspot_player_client_version.html

97. Split Testing ExampleVersion BVersion A1000 views each24 hour periodDifferent start frames

98. Different end frames

99. Different overlaysVTR: 64%CTR: 2.87%VAR: 1.87VTR: 54%CTR: 3.4%VAR: 2.14Key Learning's

100. Typical Testing ScenariosTesting and Split TestingContent Engagement (which content drives the most engagement)

101. Start, Mid and End Frames (which frames drive the best response)

102. Call To Actions (what was the most successful call-to-action)

103. In Video Interaction (which interactive creative drive the highest user interaction)Up to 80 MetricsClicks (the total number of clicks

104. Click Through Rate (the rate of response)

105. Video Action Rate (the rate of video actions - e.g. content interaction)

106. Social Action Rate (the rate of social actions - e.g. comments)

107. Facebook Likes (the number of Facebook likes)

108. Tweets (the number of Tweets)

109. View Through Rate (the completion rate)Consumer SurveysContent Ratings (how consumers felt about the content)

110. Brand Consideration (brand shift before/after)

111. Purchase Intent (purchase likelihood before/after)

112. Campaign Specific Surveys (client specified surveys)DISTRIBUTION SET UP

113. goviral video distribution in shortgoviral networkBranded contentDistribution partners+365mil UU per month+20mil target views delivered0:30 – 10:00min videoSingle/multiple assetsCustomized skin & end screen23 vertical categories+12.000 paid publishersPublishersBespoke recruitment

114. Receive embed codes

115. Implement on site

116. Tracking and reportingNetworkUpload of video to goviral network

117. Selection of relevant categories

118. Application of price per view

119. Release for distribution

120. Uploading to all relevant video destinationsPreparationCompression of video

121. Creation of different formats

122. Embedding of tracking

123. Selection of player (standard, branded or interactive)DISTRIBUTION FORMATSCONTENT FORMATSEDITORIAL FORMATSCOMMERCIAL FORMATSINTERGRATION METHODCommercial formats in relevant lifestyle websites & social networks INTERGRATION METHODPromotion in local and international video and entertainment environmentsINTERGRATION METHODEditorial promotion of content on contextual websites & blogsVideo content can attract editorial placements on contextual websites and blogs, work as content in video environments and be promoted commercially in advertising formats. All placements use click to play video and retain full player and tracking functionalities.

124. How publishers post campaignsPublishers are informedid when a new relevant campaign is live. Content is posted where it has the greatest chance of generating interest from usersThe 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.

125. Case: Old Spice Man

126. Old Spice Man ResultsOnline FMCG advertising at its best

127. Old Spice ManContent, planning, optimization and interaction in one packageA total of 201 videos

128. 40 million views in first week

129. 1.4 billion impressions

130. Facebook interaction up 800%

131. Twitter following up 2700%

132. Oldspice.com traffic up 300%

133. Old Spice is now the #1 body wash brand for men*Source: Old Spice Social Campaign Case Study by Wieden Kennedy

134. Old Spice Man SummaryWhy the campaign of 2010 ticks all the boxes…1234Great fit with audience as well as plenty of engaging and funny contentEasy interaction meant users could find more content and participate activelyWell planned and executed social distribution using twitter, Facebook, youtube, redditt and diggAll video players optimized for social sharing

135. http://www.youtube.com/watch?v=2ArIj236UHs&feature=player_embedded

136. WORKING WITH BRANDED CONTENT

137. goviral have developed a simple content scorecard that help brands evaluate content potential upfront, improve quality and benchmark campaigns.Content score card

138. Branded contentVideo advertisingHow content assesmenthelps:Becausegoviral have novestedinterest in content production, wecanact as an independant adviser – using the pre-evaluation of content to improve quality, determine the suitable distribution approach and establish benchmarkKPI’sfor the activity.The score shoulddeterminethe approach

139. MEDIA BUYING

140. campaign– main KPI’s Based on the assumed quality of the content and the distribution approach, GV aim to achieve the following KPI’s for the campaign.*Overperformance & engagement is based on the current info on the content**Based on the assumption that the film will be max 60 sec.

141. CAMPAIGN ECO SYSTEMOWNED MEDIAPAID MEDIAEngage with more content, and review the actual product on the Nike & Facebook pages and.ORGANIC MEDIADistributed content engages users in the environments where they are looking for interesting, entertaining, relevant and engaging content. The player offers several post-viewing opportunities, which spill over in to organic and owned media Rate, comment, like and share content

142. Contact:Lance TraoréAccount Director SwedenLance.Traore@goviral.com+46 08 07 80 07 96

Online video distribution with goviral

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