visible measures share of choice webinar

Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | [email protected]

How to Measure Consumer Brand Interest & Purchase Intent in Online Video

! In today's online video ecosystem consumers can watch anything they want. Yet, with a nearly infinite amount of videos to choose from, many viewers still choose to watch brand advertisements. This reflects a genuine brand interest and preference.

! In this webinar, Visible Measures founder and CEO Brian Shin will discuss the evolution of Share of Choice™, how brands are using this new metric to understand consumer brand preference, and what leading brands are doing to influence purchase intent early in the sales cycle.

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Note: all audio and video will occur via your browser (no phone dial-in required). Please enable the one-way video chat widget in the lower left of your browser window.

mailto:[email protected]



How to Measure Consumer Brand Interest & Purchase Intent in Online VideoShare of Choice™ & the Next Generation of Advertising

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Brian ShinFounder & CEOTwitter: @BrianShinE-Mail: [email protected]

Twitter hash-tag: #shareofchoice

Note: all audio and video will occur via your browser (no phone dial-in required). Please enable the one-way video chat widget in the lower left of your browser window.






Visible Measures Helps Brands & Advertisers Get More From Online Video

! We’re the independent, third-party media measurement firm for online video

! We help brands and advertisers get more from online video

! Solutions are powered by the largest online video viewership database in the world

! We power industry-wide Top 10 Charts for Advertising Age, Variety, and Mashable

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Copyright 2010, Visible Measures Corp. Twitter hash-tag #shareofchoice | @BrianShin | @VisibleMeasures | [email protected] 4

We Measure & Optimize Every Type of Online Video Ad Format




Social Video Combines Social Media With the Rich Story-Telling Capabilities of Internet Video

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Social Media Internet Video

! Unlike traditional paid advertisings, viewers are in control in social video. ! Unlike traditional social networking, advertisers control the message in social video.! Successful social video campaigns are distinct from other forms of online advertising.




Social Video Puts Your Target Audiences in the Center of the Dialogue

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! comScore: 178 million US Internet users watched 33.3 billion videos per month! eMarketer: online video spend in 2010 will be $1.5 billion, up 50% from 2009

ChoiceEmotionInteractionSharingExpression

Social Video isyour film in the hands of consumers

Social Video puts Social Video canspawn copies,remixes, & derivatives

be the center of social dialogue

Social Video can




Your Target Audiences Are Increasingly Watching More & More Social Video

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0

100,000

200,000

300,000

400,000

Q3 ‘09 Q4 ‘09 Q1 ’10 Q2 ’10 Q3 ’10

Top 10 Online Film Trailers Threshold

Q3 2009 – Q3 201050% increase

0

200,000

400,000

600,000

800,000

Q3 ’09 Q4 ’09 Q1 ’10 Q2 ’10 Q3 ’10

Top 10 Viral Video Ads Threshold

Q3 2009 – Q3 2010230% increase

0

2,000,000

4,000,000

6,000,000

Q3 ’09 Q4 ’09 Q1 ’10 Q2 ’10 Q3 ’10

Top 10 Webisodes Threshold

Q3 2009 – Q3 2010229% increase

▫ We measure ALL social video▫ We power industry-wide Top 10 Charts for Advertising Age,

Variety, and Mashable▫ Thresholds to make the chart have increased dramatically




In social video, consumers have infinite choice...


Do they choose to watch content related to your brand or your competitors?

In social video, consumers have infinite choice...


Share of Choice™ is the World’s First Video-Based Social Indicator of Consumer Brand Preference




Share of Choice™ is Built from the Ground Up in Social Video

1. Clip-Level DataHundreds of millions of clips from hundreds of video destinations

2. Campaign-Level DataThousands of video campaigns

3. Brand-Level DataHundreds of brands

4. Industry-Level DataDozens of industries

Mobile Tech

Top 10 Charts




Share of Choice is Analogous to Share of Voice, a Measure of Media Weight and Influence in Broadcast

Share of Voice: The brands that spend the most

Share of Choice: The brands consumers choose to watch




The Key to Social Video is Leveraging Consumer Choice

PURCHASE

Preference

Consideration

Opinion

Awareness

Consumer Choice Consumer Choice

‘Traditional’ MediaConsumers choose only at the point of purchase

Interactive MediaConsumers choose at the beginning and at the end of the marketing funnel

Choice Conditioning: Allowing users to choose your brand prior to the point of purchase

Consumer Choice




Share of Choice™ In ActionCategory by category examples:-Mobile Tech-Beverage-Male Grooming

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The Mobile Technology Category Has Increased Over 600% in 1 Year

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0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10

Shar

e of

Cho

ice

& S

ocia

l Vid

eo V

iew

s Source: Visible Measures (www.visiblemeasures.com)



http://www.visiblemeasures.com



0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10

Shar

e of

Cho

ice

& S

ocia

l Vid

eo V

iew

sApple Takes Over the Mobile Tech Category With Consistent New Campaigns

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Verizon

Motorola

Apple

Apple

AppleMicrosoft

Nokia

Other

Other

Nokia

Other

Motorola

Other

Amazon

Source: Visible Measures (www.visiblemeasures.com)

*Other includes brands with less than 5% Share of Choice






iPad & iPhone 4 Made Apple theMobile Tech Leader in Q2 and Beyond




0

20,000,000

40,000,000

60,000,000

80,000,000

Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10

Shar

e of

Cho

ice

& S

ocia

l Vid

eo V

iew

s

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Evian Dominates, but Competition Rises in the Beverage Category







0

20,000,000

40,000,000

60,000,000

80,000,000

Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10

Shar

e of

Cho

ice

& S

ocia

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iew

s

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Evian Dominates, but Competition Rises in the Beverage Category

Evian

Red Bull

Other

Muscle MilkPepsi

Evian

Red Bull

Other

Pepsi

Coke

Evian

Red Bull

Other

Pepsi

CokeCoke Zero

Evian

Red Bull

Pepsi

Dr. Pepper

Other







Evian’s Roller Babies Launched the brand to the Top of the Beverage Category

Core Creative Assets

Baby MoonWalk: 7.6 million views

Baby Breakdance: 6.4 million views

Roller Babies: 85.5 million views

! Began as an online-only campaign... but massive viewer response helped push it into broadcast

! Compelling creative approach, strong music component

! Campaign involved multiple core creative assets, including internationally localized versions

! Extension video assets, including behind-the-scenes clips and ‘interviews’ with the babies, extended reach by 10%.

Follow-on Assets

Additional Content: 8 million views




With Help from Old Spice, the Male Grooming Category Grew Over 180% in Q3 2010

0

50,000,000

100,000,000

150,000,000

200,000,000

Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10

Shar

e of

Cho

ice

& S

ocia

l Vid

eo V

iew

s Source: Visible Measures (www.visiblemeasures.com)






0

50,000,000

100,000,000

150,000,000

200,000,000

Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10

Shar

e of

Cho

ice

& S

ocia

l Vid

eo V

iew

s

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Major Brands Are Fighting For Consumer Choice in Male Grooming


Old Spice

Axe

Axe

Old Spice

DoveOld Spice

Axe

Gillette

Gillette

Axe

Other


Other

Other

Gillette Other






Responses Helped Old Spice Capture Nearly 75% of the Beverage Category in Q3 2010

! Broadcast-to-online campaign

! Character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns

! Ground-breaking approach involved shooting 100+ online-only short ads that were direct responses to audience requests via social media

! Extensive online promotion plan including Hulu in-stream placements




Are Your Consumers Choosing You or Your Competitors in Your Category?

! Alcoholic Beverages! Apparel & Accessories! Automotive! Community & Activism! Electronics! Food! Health & Beauty! Male Personal Care

! Mobile Tech! Non-Alcoholic

Beverages! Quick Service

Restaurants! Telecom! Custom

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Visible Measures Product & Services Portfolio

Orientation & Training

Support & Maintenance

Pre-Sales Support:Leverage Online Video Data to Pitch New Business

Planning & ActivationEstablish Media Strategy & Execute

Campaign Management: Measure & Optimize In-Market Campaigns

Interested in learning more?Write James O’Connor at: [email protected]




Thanks for joining us for theNext Generation of Advertising!

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Work With Us: Email James O’Connor at [email protected]

Q&A: Submit questions via Twitter using the hash tag #shareofchoice for Brian to respond to



