goviral fall 2011
DESCRIPTION
TRANSCRIPT
Goviral distributes branded video content,Guaranteeing audience and user initiated video plays
For advertisers on a pay-for-performance basis
Company Info: Founded 2005, 85+ EmployeesOffices in London, NYC,
Madrid, Munich, Paris, Stockholm & Copenhagen Global reach -
Distribution in 90 countriesAOL since feb -11
Network Info: 20,000+ campaigns conducted18,000+ active paid
publishers24 verticals
Transactions: 30+ million targeted views monthly Engage over 1+
million consumers every day350+ million unique
users
Technology: Proprietary analytics, distribution and player technology
About goviral
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)
PUBLISHERS
Bespoke recruitment Receive embed codes Implement on site Tracking and reporting
+365mil UU per month+30mil target views delivered
0:30 – 10:00min videoSingle/multiple assets
Customized skin & end screen
24 vertical categories+26.000 paid publishers
Goviral distributionIn short
Viral is dead…- Content distribution is born
FROM DRIVE TO SITE…
Traditional banner advertising fail to engage the audience and is ineffective as
a brand medium
…TO CONTENT DISTRIBUTION
Distributing audiovisual content to where users already spend
their time on the internet increases engagement and build
brands
The opportunity
Activation
Duration
Format
Content Pre-Roll Overlay Banner
Pull Push
Click
30s+
Autoplay
30s max 15s max 30s max
Content USP’s
Autoplay Autoplay
PushPush
Editorial placements
How we distribute “socially”
1. Player is uploaded to Facebook.
2. Video content is distributed to contextual publishers.
3. Video content is posted by publishers on fan pages.
4. Content is viewed by engaged followers.
5. User can like, share and message the content to friends.
Video
The social distribution mechanics
Interactive OverlayCreate a bespoke interactive overlay in order to engage viewers and drive them to clients owned
media.
Click here to win a chance to go on board!
To create stand-out in the online environments we recommend creating an interactive overlay to drive users to continue interacting with the brand.
The goviral overlay can:- Change the call to action displayed at each port or at specific dates, as desired. - Drive to website or facebook page, depending on the set KPIs.- Support competitions and optimise ways to engage with viewers
Customised End Screens
Live Discovery example:http://5x5m.com/lp/11507/lead.html
Customised end screens open up more available content to the viewer. By placing a video carousel at the end of the content, viewers are able to scroll through other videos and select what they would like to watch. The screen can
include a description of the content as each piece is highlighted, as well as individual ratings.
Video playlists can be customised or re-skinned for B&O. The playlist after each video can contain other additional content pieces.
goviral publisher networkBlogs & websites in the long tail
Client Videosgoviral player
With tools for social sharing & commenting
Branded content distribution onlineSummary
• Click-to-play video views – user engagement!
• Minimum guaranteed number of views – performance based branding!
• Distribute long form content (+0:30min) – the content is the destination!
• High CTR – 3-5% in average
• Post view engagement – view after options, social sharing, comments
• Market leading analytics platform – accountability and transparency!
…….build buzz and earn free media
• Playstation• Nintendo• Xbox• Activision
• Samsung• HP• Asus• Nokia• LG
• MINI• Peugeot
• Stimorol• Betsson• HIV-rådet
• Adidas• Nike• Reebok
• Telenor • Comviq• Bredbandsbolaget
• FOX• MTV• Disney• Lego
• Skandia• Riksgälden• Nordnet• Länsförsäkringar• Ikano
• McDonalds • Folkoperan
• Gillette• Diesel • Brothers• L’Oreal• Bestseller
• Scan• Libero• IKEA
One year in Sweden- some of our clients
• Playstation• Nintendo• Xbox• Activision
• FOX• MTV• Disney• Lego
• Samsung• HP• Asus• Nokia• LG
• Libero• IKEA
• Adidas• Nike• Reebok
• Skandia• Riksgälden• Nordnet• Länsförsäkringar• Ikano
• Mutti• Santa Maria• Scan
• Stimorol• Adressändring• HIV-rådet
• Telenor • Comviq• Bredbandsbolaget• McDonalds
• Folkoperan
• Gillette• Diesel • Brothers• L’Oreal• Bestseller
• VW• MINI• Peugeot
CADBURY ‘CHOCOLATE CHARMER’
Campaign: Chocolate Charmer (First cross-media FMCG)
Launch Date: 9th April 2010
End Date: 3rd June 2010
Distribution: TV, cinema, video-on-demand and online
Panel: Media Efficiency Panel, a joint initiative between GfK NOP and Kantar Worldpanel that was seed-funded by Google.
7,500 households
TV plan was aimed to an older audience
46% of younger consumers saw the ad on TV.
TV reached a bigger audience but delivered 60p of short-term sales for every £1 spent
Online was used to complement the TV plan and target a younger audience.
48% of younger consumers saw the ad online.
Online delivered two-thirds of the sales driven by advertising in this group.
Majority of people – nearly two out of three – who saw the ads online did not see them on TV.
19% additional reach for the campaign. 7% of the budget.
Online exposure delivered morethan £2 of short-term sales for every £1 spent
TV ONLINE
TV vs ONLINE results
Adressändring - GunganCase - online prelaunch
May-June 2011
Campaign Placements
Main KPI’s
Above target On target Below target
Metrics KPIs Current results*
Campaign Period 2nd of May – 17th of June 2nd of May – 17th of June
Targeted views 126,315 (100%) 149,482 (118%)
Total views incl. spill-over 126,315 (100%) 158,573 (125%)
Referrers 1,000 1,425
View through rate 35% 79%
Average view time(video length of 30,2 sec)
45% 86.67% (26,2 sec)
Total view time 500 hours 860.54 hours
Click through rate 4% 7.57% (10,401 clicks)
Cost per view 1,85 SEK 1,50 SEK
*The current results shows the results from both rounds (part 1&2) of the campaign.
Free Media Value
Free targeted media value: Campaign value* 276 541,70 SEKCampaign price
- 230 000,00 SEKFree media
value 46 541,70 SEK
Spill-over media value: Spill-over views 9,091 viewsCost per view
1,85 SEKSpill-over value
16 818,35 SEK
*149,482 (delivered target views) x 1,85 (original Cost per view)
AVERAGE CLICK THOUGH RATE 2-
5%
4000-10,000 CLICKS
166,666 VIEWS
7,500,000 IMPRESSIONS
Client Website
VALUECHAIN - 300,000 SEKThe impressions have been
served for free to deliver the guaranteed user
initiated clicks. Free media value from all
impressions served : 300,000 SEK @ 40 CPM
ORGANIC VIEWS + 5-40%
INITIAL CPV: 1,8 SEK
ACTUAL CPV:
1,3 - 1,7 SEK
AWARENESS
GUARENTEED VIEWS
ACTION
