emarketer webinar: social video—the next wave in digital advertising

©2011 eMarketer Inc.

Social Video—The Social Video—The Next Wave in Digital Next Wave in Digital AdvertisingAdvertising

Paul VernaPaul VernaSponsored by:

N O V E M B E R 1 5, 2 0 1 2


AgendaAgenda

Social video at a glance: definitions and vital stats Top venues for social video Understanding sharing behavior Top campaigns: What worked? Social video demographics Metrics and return on investment Conclusions Q&A

Twitter – #eMwebinar


Social Video Social Video at a Glanceat a Glance


What is What is social video?social video?

eMarketer defines social video as video advertising or content designed to be easily shared on venues such as Facebook, Twitter and Google+, as well as through email lists and embed codes.

Unlike pre-rolls, social video ads are user-initiated and non-interruptive.

Social video ads are often longer than 15 or 30 seconds.

Social video represents a blurring of lines between advertising and branded entertainment.

Social video is trackable and measurable.



“Social video advertising is brands producing content with the purpose of getting it seen and shared by people who want to watch it, as opposed to producing ads where the goal is to interrupt people and push the message on them.”

—Dan Greenberg, CEO of Sharethrough



“Social video is non-interruptive; it’s 100% opt-in. It could be any length and it’s got built-in tools to promote post-view activity, aka earned media or sharing.”

—Mitchell Reichgut, CEO of JunGroup



“The concept is to blur the lines between advertising and entertainment, so every form of advertising becomes an advertorial that accomplishes the brand’s goal but has a realistic chance of exciting the consumer to share content.”

—David Segura, CEO of Giant Media



“With native advertising you’re buying media the same way you’d buy a display ad on Yahoo.com, it just happens that the ad is bigger and in the content well. Native media is trackable and targetable by the same metrics you’d use for display ads.”

—Dan Greenberg, CEO of Sharethrough

Native advertising: Native advertising: variation on a themevariation on a theme


Native advertising: Native advertising: variation on a themevariation on a theme


Native advertising: Native advertising: pros and conspros and cons

Pros:Advertisers and publishers aren’t locked into standard ad units, including pre-roll lengthsAd-buying process is the same as with display adsNative ads are trackable and measurableCons:Some chafe at breaking down wall between ads and contentMany mistake ads for contentMany consider this practice misleading



Native advertising Native advertising can be can be misleadingmisleading


Worldwide Worldwide social video social video ad views ad views increased in increased in Q1 2012 Q1 2012 on a on a sequential sequential basis, and basis, and every quarter every quarter in 2012 in 2012 on a on a YoY basisYoY basis

78% sequential increase in Q1 2012

81% YoY increase in Q3 2012


Not all social videos are Not all social videos are marketer-drivenmarketer-driven


• ‘Charlie Bit My Finger’495 million YouTube views

• ‘Kony 2012’view count: 93 million on YouTube, 16 million on Vimeo

• Rebecca Black, ‘Friday’42 million YouTube views


Top Venues Top Venues for Social Videofor Social Video


YouTubeYouTube dominated US online video with over dominated US online video with over 150M unique viewers 150M unique viewers in Sept. 2012in Sept. 2012


YouTube also YouTube also led in led in videos videos viewedviewed and and averageaverage time time per viewerper viewer

13.1 billion clips in Sept.

2012(17x over nearest

competitor)419.1 minutes per viewer

(5x over nearest competitor)


Top campaigns like Top campaigns like Old Spice’sOld Spice’s Muscle Muscle MusicMusic and and Kony 2012Kony 2012 ran on ran on VimeoVimeo



P&G’s Old Spice used P&G’s Old Spice used VimeoVimeo because the because the channel delivered channel delivered interactivityinteractivity

“We wanted to do something unique in terms of the content and the technology, and Vimeo was the only partner that could make the experience possible with the ability to embed the interactive creation tool into other sites and social media.”—Mike Norton, director of communications for Old Spice


Social games Social games are a are a major distribution major distribution platform platform for opt-in videosfor opt-in videos

• Jun Group reaches 100 million users across 400 social games

• In 2011, Social Vibe handled 500 opt-in engagement campaigns for over 200 brands on games by Zynga and others

Sources: New York Times, appssavvy

• appssavvy is experimenting with activity-based advertising in social games

http://www.nytimes.com/2012/05/04/business/media/degree-men-deodorant-turns-to-video-marketing.html


A Social Vibe A Social Vibe opt-in ad in opt-in ad in Zynga’s Zynga’s CityVille CityVille offered users offered users virtual virtual currency currency in in exchange for exchange for completing a completing a video viewvideo view


Social video campaignsSocial video campaigns featuring Justin Bieber featuring Justin Bieber and Lady Gagaand Lady Gaga launched on Viddy launched on Viddy


Understanding Understanding Sharing BehaviorSharing Behavior


FacebookFacebook is the is the top sharing servicetop sharing service for video for video ads on the Sharethrough networkads on the Sharethrough network

72% of sharing activity happens

through Facebook


Large numbers of Facebook users are Large numbers of Facebook users are sharing sharing video adsvideo ads on the social network on the social network

A July 2012 MediaBrix survey of 2,236 US internet users found that:8% of Facebook users said they had shared a video advertisement for a brand on Facebook.16% of Facebook app users said they had shared a video ad for a brand shown inside an app or game on Facebook.

Source: MediaBrix


After watching opt-in clips, viewers visit After watching opt-in clips, viewers visit FacebookFacebook brand pages brand pages and and company sitescompany sites

31% visit brand’s Facebook page

28% click to company site


Twitter users Twitter users share content from share content from YouTube YouTube more than from other video sitesmore than from other video sites



For For product videos,product videos, many turn to social many turn to social venues like venues like YouTube, Facebook YouTube, Facebook and and TwitterTwitter


People People trusttrust their their social networkssocial networks more more than they trust marketersthan they trust marketers

“Sharing can lend a campaign a measure of authenticity. If people come into a brand from a friend or read about it from press, versus just seeing it in an ad, that seems to be more impactful for consumers. It’s a form of endorsed media, versus traditional push media.”

—Jennifer Long, brand director for Patrón Spirits


Seeding content on social venues Seeding content on social venues does not does not guarantee it will be sharedguarantee it will be shared“Just because you can put something on YouTube doesn’t mean people are going to be invested in it and pass it on. When they do pass it on, it becomes social currency. It becomes an expression of themselves.”

—J Barbush, creative social media director, RPA


Top Campaigns: Top Campaigns: What Worked?What Worked?


Top Video Campaigns,Top Video Campaigns, Q1 2012 Q1 2012


Campaigns Campaigns that promote that promote content content prior prior to the Super to the Super BowlBowl generate generate almost almost 600% 600% more viewsmore views than those than those that do notthat do not

In 2012, 20 advertisers waited until game day to

launch campaigns Source: Visible Measures


‘‘Kony’ was the Kony’ was the top-performing cliptop-performing clip in Q1 in Q1

• 30-minute documentary on Ugandan guerrilla leader Joseph Kony

• Video’s popularity resulted from a robust social media effort by its creator, Invisible Children

• Organization enlisted celebrities with massive social media followings (Oprah Winfrey, Justin Bieber, Ryan Seacrest, Kim Kardashian)

• Video reached 100 million views faster than any other clip in history



‘‘Kony 2012’ Kony 2012’ took took only 6 only 6 daysdays to reach to reach the the 100M 100M view view milestone, milestone, outpacing outpacing Lady Gaga, Lady Gaga, Justin Bieber Justin Bieber and the viral and the viral sensation sensation ‘Charlie Bit ‘Charlie Bit My Finger’My Finger’


Honda CRVHonda CRV – ‘Matthew’s Day Off’ – ‘Matthew’s Day Off’• Honda, its agency (RPA) and social media seeding

company Giant Media launched their campaign with teasers featuring ‘Ferris Bueller’ starMatthew Broderick

• Companies secured placements in 80+ influential blogs

• Campaign garnered more than 79 million earned media impressions

• Clip length varied from a 10-second teaser to a 1-minute TV spot to a 2½-minute extended version



70%70% of the opt-in video views of Fortune 500 of the opt-in video views of Fortune 500 ads were ads were at least 1 minute longat least 1 minute long

33% were between 1 and 2 minutes

37% were over 2 minutes


30- to 60-second clips showed the 30- to 60-second clips showed the highest highest engagement ratesengagement rates


Social Video Social Video DemographicsDemographics


Younger Younger internet usersinternet users are most apt are most apt to to post videos post videos on sharing on sharing sites,sites, so so marketers marketers targeting targeting these groups these groups should should include social include social videovideo in their in their plansplans


“That younger demo is trickier to hit these days. There’s so much video snacking instead of traditional advertising. We were looking for a way to break through, and the only way was to have interesting content that folks seek out and share with their friends.”—Tom Hume, director, marketing communications for Toshiba

Marketers have successfully used Marketers have successfully used social social video video to target to target younger viewersyounger viewers


“It can be tricky to keep young adult males engaged for a long period of time, especially if the content isn’t humorous. There are a ton of videos out there, both by brands and individuals, so we’re trying to cut through the clutter with humor.”

—Kevin Holmes, marketing manager for Hot Pockets at Nestlé

Humor + social video = Humor + social video = young malesyoung males


Hot Pockets used the top three creative approaches to social video: humor, celebrities and music. The company enlisted rap icon Snoop Dogg to remake his 2004 hit “Drop It Like It’s Hot” into a jingle.

Hot Pockets Hot Pockets lets the Dogg outlets the Dogg out


HumorHumor was the was the top creative approach top creative approach for social video ad campaigns in 2011for social video ad campaigns in 2011


Social Video Social Video Metrics and ROIMetrics and ROI


Hard metrics include key indicators such as video views, a breakdown of venues where the clip ran, clicks to websites, visits to Facebook, store locator usage and coupon downloads.

Soft metrics include blog coverage and real-time feedback on social venues.

ROI assessments are complicated by confusion over definitions and unrealistic client expectations.

Some clients expect all campaigns to go viral, and some tech providers game the system by artificially inflating social views.

Marketers use Marketers use hard and soft metricshard and soft metrics to to determine determine social video campaign ROIsocial video campaign ROI



“Some are benchmarking this industry to being viral. They want to pay for half a million views but receive 50 million. It goes without saying that that’s what we want, too, but this should be driven by realistic statistics. Historically, for every two paid video views you get from Giant Media, you get one that’s earned.”—David Segura, CEO of Giant Media

Being Being realistic realistic about viralabout viral


“We measure aggregate views as well as impressions and earned media from mentions by influencers. We track the sentiment of that coverage and associated online comments and the engagement rate. Qualitatively, we track against themes mentioned in comments to determine whether they are consistent with our communications goals.”—John Watts, senior manager of digital marketing at Honda

MetricsMetrics and and ROIROI


Facebook engagement is on the decline. Consumers are forgoing heading to an advertiser’s Facebook page in favor of going directly to websites.

Made for the web isn’t always the way to go. Contrary to popular belief, the difference in engagement rates between repurposed TV commercials and ads specifically created for the web is negligible.

Shorter isn’t always better. Ad length doesn’t have as much of an impact on completion rates as is commonly thought. Seventy percent of all views came from ads over 1 minute in length, while ads over 2 minutes were still completed 87% of the time.

JunGroup JunGroup study highlightsstudy highlights

Source: Jun Group


Social video represents an evolution in digital video advertising.

Social sharing has become an essential feature of online video.

Marketers analyze sharing behavior to determine the best strategies for their social video efforts.

Marketers use a combination of hard and soft metrics to measure the ROI of social video campaigns.

Conclusions: Conclusions: Social VideoSocial Video


Multi-Channel Consumer Insight

James MasuokaTeradata AsterDirector, Solutions Marketing

Copyright © 2012 Teradata Corporation.

Disruptive Change Today In Marketing• Proliferation of new digital

channels continues• Forum, Pinterest, Social Video

• Criticality to integrate cross-channel consumer insights- “40% of offline purchases started

online”NRF Holiday 2011 research

• Complexity of marketing mix demands data-driven decisions• Bringing the science of data to the

art of marketing

Multi-Channel Performance Measurements Are Not Optional


Big Data to Big ValueBig Analytics – “Path to Owning Your Data Again”

A Discovery Platform is the shortest path between Big Data and Business Insight

Discovery PlatformBig Data BusinessInsight


Those That Embrace the Disruption With the Right Tools Will Have Competitive Advantage

Need for deep data analysis…on TB’s to PB’s of data…with minutes to seconds response times

Social Networking & Relationship Analysis

Digital Marketing & Attribution Analysis

Advertising & Media Analysis

• Social networking graph analysis

• Influencer Marketing• Crowd-sourcing• Virality analysis• Content targeting

• Cross-channel attribution analysis

• Online & Offline cross-channel behavioral patterns

• Advanced click-stream analysis

• Online targeting for personalization/recommendations

• Digital media consumer micro-targeting

• Organic & paid search optimization

• Advertising impression, saturation & conversion analysis


Q&A SessionSocial Video—The Next

Wave in Digital Advertising

Sponsored by:

Teradata Aster

You will receive an email tomorrow with a link to

view the deck and webinar recording.

Paul Verna

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The Changing Digital Landscape: Key Trends Marketers Need to Know

Digital Video and TV Advertising: 16 Forces that will Help or Hinder Integration

Brand Advocates: Scaling Social Media Word-of-Mouth

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