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Webfilms

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Michael Boamah
Michael Boamah

The document discusses trends in webfilms and viral videos on the internet. It outlines key factors for videos going viral, such as being creative, entertaining, and shocking. It also discusses how advertisers are using new techniques like user-generated content contests and viral marketing campaigns to promote their brands online through engaging short-form videos on websites like YouTube. Successful webfilms are aimed at specific target audiences and complement other advertising rather than replacing traditional methods.

1 of 37
Trends in webfilms Key success factors in films going viral and hitting success on the Web
Death of TV ? More channels (satellite, broadband TV, cable, digital TV) FRAGMENTATION OF AUDIENCE Less TV watchers But increasing costs in TV ads TV competitors : media centers (Apple TV), consoles (Xbox 360), TiVo, Internet (Joost, YouTube)
Traditional advertising Old media (Radio, Print, TV, Outdoor) Clutter effect Too much ad, too intrusive Ads are getting more and more unnoticed Digital natives are media experts Loss of trust in the old media Need a new way to talk to the consumer (Microsoft – The Breakup)
Internet Reached 50M users in only 5 years (13 years for TV, 30 years for radio) 1 billion web users in 2006 85% projected broadband penetration in 2008 Users spending more than 3 hours per month online ( Jupiter Research ), more than press reading Online activities : mail and web search, then music or video
Internet It’s consumers preferred medium They like the interactivity of the medium and they are able to read other’s opinions Internet has become a help for the purchase decision Ads on Internet are more accepted, because more user-friendly (permission marketing)
Advertisers on Internet They can get campaigns results at once (click rate, number of views …) Create loyalty as it enables to get closer to the final consumer Advertiser can customize its message according to the consumer and easily target its communication Internet is both a one-to-one media and a one-to-many media
How to advertise ? The click rate on a banner dropped from 10% in 2002 to 0.4% in 2006 Advertisers need to INNOVATE New promotion techniques : search marketing, keywords, affiliation
New consumer Time - Person of the Year 2006 MySpace – 100 M members More than 72 M blogs in the world ( Technorati ) Consumers want to share their opinion and what they like, make new “friends” and create content Consumers are now empowered
 
YouTube Website created in 2005 2nd most visited site in the world after Yahoo Content : music videos, trailers, TV extracts, series, movies, interviews, sport, ads, concerts, parodies, short films Mostly user-made videos or unauthorized footage 100 M videos viewed by day ( ComScore ) A video has only 4 views in average A visitor stays 7 minutes on average on the site MAKE SHORT
UGC (user-generated content) Buzz can be created around UGC videos and become really viral : Mentos + Diet Coke Free Hugs LonelyGirl15 Revver is a video sharing website that hosts user-generated content. Revver attaches advertising to user-submitted video clips and shares all ad revenue 50/50 with the creators Current TV is a US TV network where 30% of the content is user-made. People are also able to make their own VCAM (viewer created ad messages) for real advertisers that will be aired on the network Consumers are now even making commercials for advertisers
Ads and UGC Four advertisers (NFL, Doritos, Chevrolet, Alka-Seltzer) made UGC contests for the SuperBowl 2007 and aired consumer-made commercials during the TV breaks Mastercard has set up a contest Priceless.com opened to everyone to submit their pick of what is priceless to them The magazine Ad Age named “The Consumer” Agency of the Year in 2006
 
Viral marketing “ Word of mouth” was created by Dichter in 1966 It’s a pyramidal transmission as each person sends a content he liked to 8 other people and so on “ Marketing viral” was created by Draper in 1997 to describe Hotmail which reached 12M users in only 12 months thanks to a hyperlink on each email The virality is enhanced as the receiver trusts the sender “ Buzz marketing” was created by Rosen in 2000
Webfilms One of the first major tentative of webfilms was BMW with The Hire in 2001 which won the Cyber Lion Grand Prix at Cannes Festival Videos gone viral : Dove - Evolution Bud – Wassup Polo – Terrorist (ghost) Ford Ka - Bird & Cat (ghosts) John West Salmon – Bear Nokia – Cat
How to be viral ? “ Be extremely shocking, funny or targeted” (Mark Cridge, CEO Glue London) 2006 was the year zero of webfilms and it has become a real trend for advertisers Advertisers tried to be fun, dynamic, cool or quirky Viral videos where superproductions or “amateur-like” videos Viral videos length from 15s to 120s and contained humor CREATIVITY
Characteristics of webfilms No brand promise No product demo Rupture with traditional communication Different use of the product sometimes TAKE RISKS
Why make webfilms ? No limit for length of the video Freedom of creation (no control) Quality of the audience Price (no space buying) Target
Drawbacks Visibility (smaller audience) It can be long for a video to emerge Possible gap with normal communication The message can be busted Internet is seen as “not serious” Spam Difficulty to track viewers and define their identity Contrary to TVC, you can’t force people to watch a webfilm
Can all advertisers use webfilms ? Webfilms work better for products requiring a great involvement as they try to provoke emotion Not really suitable for low involvement or fcmg Webfilms are usually transmitted to an homogeneous audience Most suited for advertisers in the IT, leisure industry (disc, video games, cinema) or car makers The good question is “For what target is it better to use webfilms ?” rather than “For what industry is it better it to use webfilms ?”
Are webfilms really effective ? MillardBrown : 77% ad memory on Internet vs 18% on TV Less distraction Voluntary screening More creative Web videos are better accepted than pop-ups or banners Webfilms are mostly used to build brands rather than to sell products
How to put it on the web ? Event site Blog of the company Embed on the company’s website Post it on YouTube No space buying
 
If Big Budget AdSense campaign, banners, mailing Some agencies are specialized in spreading webfilms on the web - Viral Buzz Marketing Association What does a buzz agency ? Seed the video, target influential people, day-to-day analysis, feedback, adjust campaign, final report Agencies make one-to-one marketing, handle the PR and try to avoid bad buzz GET PRESS
Will my webfilm go viral ? The success of a video is always uncertain There’s no magic formula to make a hit HAVE A GOOD IDEA “ Nobody reads ads. People read what interests them. Sometimes it is an ad.“ (Howard Gossage) ENTERTAIN Don’t forget that a webfilm is still an ad, it’s not just a joke
Should I go undercover ? Some advertisers choose not to make their brand name appear in their videos : Domino’s Pizza – Spoiled Rich Girl Smirnoff - Tea Partay The problem is that it can create deception from the viewers and lead to bad buzz On an other hand, come advertisers create fake videos and broadcast them as they were true in order to create an interrogation among viewers Ecko – Air Force One Nike – Ronaldinho Quiksilver – Dynamite Surfing Rayban – Never Hide
How can I evaluate the success of my video ? >100,000 views – great >1,000,000 views – phenomenal Far less hits than for a normal TV screening Advertiser need to conduct studies (satisfaction, purchase intention) It is more important to have reactions on the video on a long period Webfilms are really hard to memorize Web users only remember the most recent videos The solution can be to make regular ads (Axe, Bud, Coca-Cola)
Tracking A tag can be attached to the video to get the numbers of views Some websites monitor the web to track the most viral videos : Internet Viral Chart (for ads only) Viral Video Chart (for all videos)
Types of webfilms Some advertisers create a bunch of several videos at a time (3 in average) Others create a series (Mini - Hammer & Coop) Sometimes a webfilms is followed by a sequel and becomes a saga Some advertisers choose to create an entertaining video in which the brand is only a minor actor (product placement)
Bud TV Budweiser (Anheuser-Busch) is one of the biggest provider of webfilms Budweiser launched in 2007 Bud TV which is the first attempt to create a web-based video network Bud TV is not only about ads but features new humorous webisodes, sporting events, consumer-generated content, field news reports, celebrity interviews, music downloads and comedian vignettes The brewer's target audience of young male viewers has become more difficult to reach in recent years through traditional television programming "Traditional broadcast TV doesn't target to the male 21- to 34-year-olds; it tends to be a broader demographic and a more female draw," Tony Ponturo, Anheuser-Busch's vice president of global media and sports marketing
What is a good webfilm ? Superproduction or Amateur-like Original and with a strong message Works in different cultures, no language barriers (no speech for example) Slightly branded film Doesn’t look like an ad Can be parodied Offer an experience
What is a bad webfilm ? Webfilms trying to create a mystery are usually not a good idea : Volvo – Dalaro Some webfilms are just nice videos not linked to the product at all and with just the brand name at the end
Recommendations Set websfilms as part of an integrated cross-media campaign Webfilms can be complementary to TV Put a commercial first on Internet is the film is virable in order to create buzz (Happiness Factory, Sony - Balls) Be original, creative, interactive Internet is not TV bin There is no ideal media plan Be cross-platform (Set the video in different formats) Be portable (“embed on your blog”, “send to a friend”)
Recommendations Define the objectives first before entering the media Then go on Internet if it’s appropriate Don’t go all viral (BMW) but keep a foot in TV Why not try UGC ? If the webfilms goes viral, advertiser should create a sequel, put the behind-the-scenes online and gather information about the viewers
Recommendations Stay coherent in your communication Use Internet for a new product aimed at young people for example Use webfilms for B-to-B purpose too Put it on YouTube with the label “Unseen”, “Banned” or “Censored” to attract viewers Give viewers a brand experience (goodies, advergames)
 
The brands who will win on the Internet will not be those who will tell great stories but those whose consumers will tell the best stories (Matthieu de Lesseux, CEO, Duke Interactive)

More Related Content

Webfilms

  • 1. Trends in webfilms Key success factors in films going viral and hitting success on the Web
  • 2. Death of TV ? More channels (satellite, broadband TV, cable, digital TV) FRAGMENTATION OF AUDIENCE Less TV watchers But increasing costs in TV ads TV competitors : media centers (Apple TV), consoles (Xbox 360), TiVo, Internet (Joost, YouTube)
  • 3. Traditional advertising Old media (Radio, Print, TV, Outdoor) Clutter effect Too much ad, too intrusive Ads are getting more and more unnoticed Digital natives are media experts Loss of trust in the old media Need a new way to talk to the consumer (Microsoft – The Breakup)
  • 4. Internet Reached 50M users in only 5 years (13 years for TV, 30 years for radio) 1 billion web users in 2006 85% projected broadband penetration in 2008 Users spending more than 3 hours per month online ( Jupiter Research ), more than press reading Online activities : mail and web search, then music or video
  • 5. Internet It’s consumers preferred medium They like the interactivity of the medium and they are able to read other’s opinions Internet has become a help for the purchase decision Ads on Internet are more accepted, because more user-friendly (permission marketing)
  • 6. Advertisers on Internet They can get campaigns results at once (click rate, number of views …) Create loyalty as it enables to get closer to the final consumer Advertiser can customize its message according to the consumer and easily target its communication Internet is both a one-to-one media and a one-to-many media
  • 7. How to advertise ? The click rate on a banner dropped from 10% in 2002 to 0.4% in 2006 Advertisers need to INNOVATE New promotion techniques : search marketing, keywords, affiliation
  • 8. New consumer Time - Person of the Year 2006 MySpace – 100 M members More than 72 M blogs in the world ( Technorati ) Consumers want to share their opinion and what they like, make new “friends” and create content Consumers are now empowered
  • 9.  
  • 10. YouTube Website created in 2005 2nd most visited site in the world after Yahoo Content : music videos, trailers, TV extracts, series, movies, interviews, sport, ads, concerts, parodies, short films Mostly user-made videos or unauthorized footage 100 M videos viewed by day ( ComScore ) A video has only 4 views in average A visitor stays 7 minutes on average on the site MAKE SHORT
  • 11. UGC (user-generated content) Buzz can be created around UGC videos and become really viral : Mentos + Diet Coke Free Hugs LonelyGirl15 Revver is a video sharing website that hosts user-generated content. Revver attaches advertising to user-submitted video clips and shares all ad revenue 50/50 with the creators Current TV is a US TV network where 30% of the content is user-made. People are also able to make their own VCAM (viewer created ad messages) for real advertisers that will be aired on the network Consumers are now even making commercials for advertisers
  • 12. Ads and UGC Four advertisers (NFL, Doritos, Chevrolet, Alka-Seltzer) made UGC contests for the SuperBowl 2007 and aired consumer-made commercials during the TV breaks Mastercard has set up a contest Priceless.com opened to everyone to submit their pick of what is priceless to them The magazine Ad Age named “The Consumer” Agency of the Year in 2006
  • 13.  
  • 14. Viral marketing “ Word of mouth” was created by Dichter in 1966 It’s a pyramidal transmission as each person sends a content he liked to 8 other people and so on “ Marketing viral” was created by Draper in 1997 to describe Hotmail which reached 12M users in only 12 months thanks to a hyperlink on each email The virality is enhanced as the receiver trusts the sender “ Buzz marketing” was created by Rosen in 2000
  • 15. Webfilms One of the first major tentative of webfilms was BMW with The Hire in 2001 which won the Cyber Lion Grand Prix at Cannes Festival Videos gone viral : Dove - Evolution Bud – Wassup Polo – Terrorist (ghost) Ford Ka - Bird & Cat (ghosts) John West Salmon – Bear Nokia – Cat
  • 16. How to be viral ? “ Be extremely shocking, funny or targeted” (Mark Cridge, CEO Glue London) 2006 was the year zero of webfilms and it has become a real trend for advertisers Advertisers tried to be fun, dynamic, cool or quirky Viral videos where superproductions or “amateur-like” videos Viral videos length from 15s to 120s and contained humor CREATIVITY
  • 17. Characteristics of webfilms No brand promise No product demo Rupture with traditional communication Different use of the product sometimes TAKE RISKS
  • 18. Why make webfilms ? No limit for length of the video Freedom of creation (no control) Quality of the audience Price (no space buying) Target
  • 19. Drawbacks Visibility (smaller audience) It can be long for a video to emerge Possible gap with normal communication The message can be busted Internet is seen as “not serious” Spam Difficulty to track viewers and define their identity Contrary to TVC, you can’t force people to watch a webfilm
  • 20. Can all advertisers use webfilms ? Webfilms work better for products requiring a great involvement as they try to provoke emotion Not really suitable for low involvement or fcmg Webfilms are usually transmitted to an homogeneous audience Most suited for advertisers in the IT, leisure industry (disc, video games, cinema) or car makers The good question is “For what target is it better to use webfilms ?” rather than “For what industry is it better it to use webfilms ?”
  • 21. Are webfilms really effective ? MillardBrown : 77% ad memory on Internet vs 18% on TV Less distraction Voluntary screening More creative Web videos are better accepted than pop-ups or banners Webfilms are mostly used to build brands rather than to sell products
  • 22. How to put it on the web ? Event site Blog of the company Embed on the company’s website Post it on YouTube No space buying
  • 23.  
  • 24. If Big Budget AdSense campaign, banners, mailing Some agencies are specialized in spreading webfilms on the web - Viral Buzz Marketing Association What does a buzz agency ? Seed the video, target influential people, day-to-day analysis, feedback, adjust campaign, final report Agencies make one-to-one marketing, handle the PR and try to avoid bad buzz GET PRESS
  • 25. Will my webfilm go viral ? The success of a video is always uncertain There’s no magic formula to make a hit HAVE A GOOD IDEA “ Nobody reads ads. People read what interests them. Sometimes it is an ad.“ (Howard Gossage) ENTERTAIN Don’t forget that a webfilm is still an ad, it’s not just a joke
  • 26. Should I go undercover ? Some advertisers choose not to make their brand name appear in their videos : Domino’s Pizza – Spoiled Rich Girl Smirnoff - Tea Partay The problem is that it can create deception from the viewers and lead to bad buzz On an other hand, come advertisers create fake videos and broadcast them as they were true in order to create an interrogation among viewers Ecko – Air Force One Nike – Ronaldinho Quiksilver – Dynamite Surfing Rayban – Never Hide
  • 27. How can I evaluate the success of my video ? >100,000 views – great >1,000,000 views – phenomenal Far less hits than for a normal TV screening Advertiser need to conduct studies (satisfaction, purchase intention) It is more important to have reactions on the video on a long period Webfilms are really hard to memorize Web users only remember the most recent videos The solution can be to make regular ads (Axe, Bud, Coca-Cola)
  • 28. Tracking A tag can be attached to the video to get the numbers of views Some websites monitor the web to track the most viral videos : Internet Viral Chart (for ads only) Viral Video Chart (for all videos)
  • 29. Types of webfilms Some advertisers create a bunch of several videos at a time (3 in average) Others create a series (Mini - Hammer & Coop) Sometimes a webfilms is followed by a sequel and becomes a saga Some advertisers choose to create an entertaining video in which the brand is only a minor actor (product placement)
  • 30. Bud TV Budweiser (Anheuser-Busch) is one of the biggest provider of webfilms Budweiser launched in 2007 Bud TV which is the first attempt to create a web-based video network Bud TV is not only about ads but features new humorous webisodes, sporting events, consumer-generated content, field news reports, celebrity interviews, music downloads and comedian vignettes The brewer's target audience of young male viewers has become more difficult to reach in recent years through traditional television programming "Traditional broadcast TV doesn't target to the male 21- to 34-year-olds; it tends to be a broader demographic and a more female draw," Tony Ponturo, Anheuser-Busch's vice president of global media and sports marketing
  • 31. What is a good webfilm ? Superproduction or Amateur-like Original and with a strong message Works in different cultures, no language barriers (no speech for example) Slightly branded film Doesn’t look like an ad Can be parodied Offer an experience
  • 32. What is a bad webfilm ? Webfilms trying to create a mystery are usually not a good idea : Volvo – Dalaro Some webfilms are just nice videos not linked to the product at all and with just the brand name at the end
  • 33. Recommendations Set websfilms as part of an integrated cross-media campaign Webfilms can be complementary to TV Put a commercial first on Internet is the film is virable in order to create buzz (Happiness Factory, Sony - Balls) Be original, creative, interactive Internet is not TV bin There is no ideal media plan Be cross-platform (Set the video in different formats) Be portable (“embed on your blog”, “send to a friend”)
  • 34. Recommendations Define the objectives first before entering the media Then go on Internet if it’s appropriate Don’t go all viral (BMW) but keep a foot in TV Why not try UGC ? If the webfilms goes viral, advertiser should create a sequel, put the behind-the-scenes online and gather information about the viewers
  • 35. Recommendations Stay coherent in your communication Use Internet for a new product aimed at young people for example Use webfilms for B-to-B purpose too Put it on YouTube with the label “Unseen”, “Banned” or “Censored” to attract viewers Give viewers a brand experience (goodies, advergames)
  • 36.  
  • 37. The brands who will win on the Internet will not be those who will tell great stories but those whose consumers will tell the best stories (Matthieu de Lesseux, CEO, Duke Interactive)