content is king, amplification is queen feb 2013

CONTENT IS KING

AMPLIFICATION IS QUEEN

Spending power exceeds £600

billion

Biggest generation in

spending power by 2015

High life-time value

Influences another £270 billion in

spending

Generation Social

Source: eMarketer, Jenks, Jared, Jennifer Pearson, and Hilary Rengert. "Demographic Profile--Millennials." EMarketer, May 2011.

More than a fourth of the UK population, about 1/3 of the US population

From 25-50% of the population

Media Habits

+50 hours on internet vs

+15 hours on TV

Search, Portals, Email Curated social platforms

The internet is changing shape

Personalised media

A change of power

P2PSource: Technorati study, 2013 (http://technoratimedia.com/report/)

A fundamental flaw in social

Technorati Media's report found that just 10% of the total digital marketing budget is devoted to a social ad strategy. From the social media budget, 57% goes towards Facebook ad buys, 13% at

YouTube video ads and another 13% at Twitter's sponsored tweets. By contrast, just 6% is spent on influencers and 5% on blogs.

P2PSource: Technorati study, 2013 (http://technoratimedia.com/report/)

Problem is that users don’t agree

The report essentially suggest that one key influencer could be worth

1,000 random followers on Facebook or Twitter in terms of

their subsequent influence on their audience.

P2PSource: eMarketer: “Preferred method of sharing positive experiences with a brand/product according to US Internet users”, September 2011

“Real” social is key for amplification

CONTENT IS KING

“Content marketing is marketers becoming publishers; owning the media instead of

renting it. It is about attracting and retaining customers by creating and curating valuable, compelling and relevant content to maintain

or change behavior.”

- Joe Pulizzi, Content Marketing Institute

Algorithms turn towards Engagement

Google’s Panda and Penguin updates puts increasing focus on bounce rate, swell time

and social actions. At long last SEO is returning to content quality over quantity

Facebook will show your posts to an increasing audience depending on

engagement of the page in general and in particular the individual piece of content.

Popular tweets will enter the top of people’s search results and guarantee exposure.

Followers and engagement needed.

Youtube is moving away from the view counter itself being dominant for rank and towards engagement metrics like view to

end, likes, shares, comments

MEASUREMENT & INSIGHTS

Performance:Impressions

Views% Delivery

Viewing:Avg. session (sec)% complete views

Total hours

Actions:ClicksShares

Embeds

Insights:Benchmark

ImpactEarned media

Learnings from a big jump

RED BULLFrom renting to owning media

From ads to assets#1 in gv social video equity 100

The long idea – 5 yearsIt doesn’t get more global

Art of Flight almost as good

Here’s how it stands

Learnings from a big jump

RED BULLFrom renting to owning media

From ads to assets#1 in gv social video equity 100

The long idea – 5 yearsIt doesn’t get more global

Art of Flight almost as good

AMPLIFICATION IS QUEEN

Why did goviral start

The probability that people will watch your content? Something like… 0,0001%

IN EDITORIAL CONTENT

IN ALL SOCIALCHANNELS

How video lives on the web

ON ALL PLATFORMS

HOW DOES IT LOOK?

DesktopPlatforms Devices

(Exactly like any other native video)

VOLVO FHFIRST NEW TRUCK IN 18 YEARS

Big tweets came to help usBIG TWEETS TO HELP

ENGAGEMENT IS KEY

Use

r to

Use

r

Destination to user

Amplification

Shar

ing

IT STARTS WITH A BIG SPLASH

FIRST DAY OF CAMPAIGN

+1,200sites

+2,100Twitter profiles

+20,000Facebook shares

organic versions on CNN/ABC/FOX + Global

Multiple

500.000views

Performance

The campaign reached: +200 countries +71,000 sites!+70m people exposed

Total viewing time: 64,378 hoursClicks: 197,887 (8.92% CTR)Impressions: 87.5 mil (5% CTP)Booked views: 1,800,000YouTube Views: 6,588,841YouTube Honors: #1 in 16 markets in AutoOverall ROI (See next slide): 32:1 on 600k EUR

OVERALL SUMMARY OF ACTIVITY

MEDIA VOLUME ESTIMATED VALUE

CNN 3 minute spot € 1,580,400

Fox 40 second spot € 326,250

German Television Total of 24 minutes € 3,528,000

ABCnews.com 1½ minute spot € 675,000

RTL Croatia 1½ minute spot € 11,250

TeleMadrid 30 second spot € 73,500

LaSexta 1½ minute spot € 110,250

Cuatro 15 second spot € 18,375

Antenna3 1 minute spot € 147,000

Autoplus 30 second spot € 73,500

StarTV Turkey 1 minute spot € 75,000

Australian TV 1 minute spot (est.) € 147,000

Japanese TV 1 minute spot (est.) € 247,000

Free organic views 4,951,249 € 801,712

Extra user videos 81,716 € 17,160

Other video players 520,000 € 225,200

Goviral Impressions 111,290,735 € 1,112,907

YT impressions 29,000,000 € 290,000

Online/Offline Editorials 40,000 € 10,000,000

Social Actions 103,727 € 650,000

Total € 20,109,504

MEDIA VALUE

“Pitch any TV executive an idea for a show, and no matter how good that idea, his first

question will be; “can the show sustain itself into seasons two, three and beyond?”

Marketers should apply the same principle. How will the idea scale to become an

entertainment brand?”

- Mike Wiese, Head of Entertainment, JWT

OWNED CHANNELS

DISTRIBUTED CHANNELS

RENTED CHANNELS

VOLUME OF AUDIENCE

PUBLICATION SYNDICATION AMPLIFICATION

THE LONG VIEW OF AMPLIFICATION

THE ROADMAP

CreateFrom ads to assets

AmplifyFrom recipient to active user

MeasureEngagement over exposure

From display and 0:30 to social content and 60-600 sec

From programmatic buying to native amplification tactics

and channels

From impression and reach based measurement to actual user actions and social impact

THANK YOU

@MADSHOLMEN