searchlove boston 2015 | craig hughes, 'beyond the view count: measuring video performance
TRANSCRIPT
BEYOND THE VIEW COUNTMEASURING ONLINE VIDEO PERFORMANCE
Craig Hughes Product Director
@unrulyco @craig_hughes_
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BEHIND THE WORLD’S MOST VIEWED AND SHARED ADS
UNRULY
• 2.3 MM shares
• 77.5 MM views
• Increased sales
by 13.3%
• Most viewed ad of
all time
• 4.2 MM shares
• 124.0 MM views
• Most shared ad
of all time
• 5.9 MM shares
• 4.3 MM meals
donated
OUR MISSION IS: TO DELIVER THE MOST AWESOME
ONLINE VIDEO CAMPAIGNS ON THE PLANET!
30+ AWARDS
84% OF AD AGE 100 BRANDS
1.3 TRILLION VIEWS TRACKED
10,000+ CAMPAIGNS1.27 BILLION MONTHLY UUS
190 PEOPLE IN 13 OFFICES
Title position here Your title sit over itBEYOND THE VIEW COUNT
How can we be sure we’re meaningfully engaging our audience and using our budgets effectively?
Title position here Your title sit over itBRAND VIDEOS DO NOT
JUST ‘GO VIRAL’
Source: http://www.dragoart.com/tuts/4112/1/1/how-to-draw-a-chibi-unicorn.htm
Title position here Your title sit over itVIDEO VIEWS: JUST THE START
18.1%
29.8%
16.5%
18.8%
16.9%
BMW
Hyundai
Mercedes-Benz
Ford
Volkswagen
Source: Unruly Analytics™, Last 12 Months Share of Voice, Video Views, Top 5 Performing Automotive Brands
Title position here Your title sit over itVIDEO VIEWS ALONE
CAN DECEIVE
12,044,622
Title position here Your title sit over itVIEW COUNTS ARE CIRCULAR
Number of people exposed to the video#1
…it’s circular!
Media budget#2Efficiency at buying across multiple platforms#3
Title position here Your title sit over itVIEWS DON’T TELL US
ANYTHING CONCRETE
Was the viewer in our target audience?
ASK THE CRITICAL QUESTIONS:
Did you change their perception of the brand?
Did you cause them to take an action, to convert?
Did they even actually watch the video?
Title position here Your title sit over itDID YOU HIT THE RIGHT PERSON?
A PERSON?
Title position here Your title sit over itWAS IT EVEN VIEWABLE?
Source: IAB Viewability Standard 2015
50%in view
02seconds
Title position here Your title sit over itVIDEO METRICS THAT MATTER
GO BEYOND THE VIEW
Title position here Your title sit over itSHARING DATA SHOWS
US EVEN MORE
Title position here Your title sit over itSHARES ARE EXPLICIT
ENDORSEMENT
Shares Views
Title position here Your title sit over it
Source: Decipher Brand Tracking SINCE April 2013; Response captured through follow-up survey sent out 3 days after social video viewing (n=681)
Talk to someone 33%
Homepage visit 24%
Search online 18%
Purchase
9%
BEHAVIOR WITHIN 3 DAYS OF VIEWING SHARED VIDEOS
WHY DO SHARES MATTER?
Title position here Your title sit over itSHARES ARE UP, SHARE
RATES ARE DOWN
56.2%
11.1%
Brand content share rate UGC share rate
Title position here Your title sit over itNOW SEE REAL
EFFECTIVENESS
18.1%
29.8%
16.5%
18.8%
16.9%
BMW
Hyundai
Mercedes-Benz
Ford
Volkswagen
25.4%
8.8%
26.4%
22.2%
17.2%
Views? Shares?
Source: Unruly Analytics™, Last 12 Months Share of Voice, Video Views/Shares, Top 5 Performing Automotive Brands
Title position here Your title sit over itNEED AN OBJECTIVE MEASURE?
Views / Shares
Share Rate
Title position here Your title sit over itTENS OF THOUSANDS OF
DOLLARS IN MEDIA VALUE
Share Rate3%0 6%1Hyundai Mercedeslast 12 months
Source: Unruly Analytics™, Total shares of all brand created videos, divided by total views of the same videos
. .
Title position here Your title sit over itMEASURE ALL SOCIAL
ENGAGEMENT
Likes, Dislikes, Comments
Likes, Comments, Shares
Tweets, Retweets
Blogs
As well as LinkedIn, G+, Pinterest, Reddit
SHARING; MORE THAN JUST ‘SHARES’
Title position here Your title sit over itVIDEO SHOWS IN SEARCH
Title position here Your title sit over itENGAGED VIEWERS REMEMBER
Brand Favorability
40%
Brand Association Purchase Intent
49% 51%Source: Unruly Post-Campaign Brand Uplift Reports; all exposed to 69 social video campaigns – overall (n=61546); June 2013 to September 2014
Title position here Your title sit over itMARKETERS ARE STARTING TO
TEST THEIR VIDEO CONTENT
Title position here Your title sit over itTWO KEY DRIVERS OF SHARING
Psychological Responses
Social Motivations
Title position here Your title sit over itKNOW HOW YOUR
AUDIENCE WILL RESPOND
Source: Unruly ShareRank™ US TV Promos Study 2,000 data points
Title position here Your title sit over itELICIT STRONG RESPONSES
Title position here Your title sit over itTRIGGER MULTIPLE
SOCIAL MOTIVATIONS
Title position here Your title sit over itELICIT STRONG RESPONSES
But focus on one or two
Title position here Your title sit over itTRIGGER MULTIPLE
SOCIAL MOTIVATIONSAs many as possible!
7.2%
Title position here Your title sit over itPERIODIC TABLE OF SHARING
Title position here Your title sit over itGO BEYOND THE VIEW
Measure sharing and share rates#1Optimize for sharing in the creative and distribution process#2
Put a paid push behind high performing content#3
Craig Hughes Product Director
@unrulyco @craig_hughes_
THANK YOU!QUESTIONS?