How the Best Became the Best in Online Video Advertising

How The Best Became The Best
In Online Video Advertising
▫ Old Spice, Evian, and BlendTec have created the most-watched online video
ads of all-time. But how did they do it? Using its industry-wide data set from
the world of online video advertising, Visible Measures will share exclusive
insights and best practices that enabled these campaigns to become the
most-watched in history. If you're looking to increase your campaign
performance in online video, this is a webinar you won't want to miss.
▫ In our webinar, Visible Measures' CMO and Head of Research, Matt Cutler,
will present exclusive insights into what sets the top 10 most-watched viral
video ads apart from the crowd. You'll learn how and why they went "viral"
and what techniques they used to maximize their views. This session is
geared toward brands and advertisers who are looking to get more from
their online video marketing efforts.

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.

Copyright 2010, Visible Measures Corp. Twitter hash-tag #bestinvideo
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How The Best
Became The Best
In Online Video
Advertising
Matt Cutler
Chief Marketing Officer &
Head of Research
Twitter hash-tag: #bestinvideo

2

How The Best
Became The Best
In Online Video
Advertising
Matt Cutler
Chief Marketing Officer &
Head of Research
Twitter hash-tag: #bestinvideo

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.
3

Brief Introduction to Visible Measures:
Get More from Online Video
Visible Measures helps advertisers and publishers get more
from online video by providing industry-leading solutions to
better understand the world of online video.
Pre-Roll In-Banner Overlay

Advanced Formats Social Video Ads-as-Content
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Online Video as Branding Platform:
Story Telling + Reach + Control

Online video is
Emotional,
interactive,
shareable,
viral.

5


Online video is Online video puts
Emotional, viewers in control of
interactive, their personal
shareable, brand experience.
viral.

6


Online video is Online video puts Online video can
Emotional, viewers in control of spawn copies,
interactive, their personal remixes, &
shareable, brand experience. derivatives.
viral.

7


Online video is Online video puts Online video can Online video can
Emotional, viewers in control of spawn copies, be the center of
interactive, their personal remixes, & social dialogue.
viral.

8


Online video is Online video puts Online video can Online video can
Emotional, viewers in control of spawn copies, be the center of
interactive, their personal remixes, & social dialogue.
viral.


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
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Social Video: Interaction model of Social
Media + Story-Telling of Internet Video

Social Media Internet Video

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Social Video: Interaction model of Social
Media + Story-Telling of Internet Video

Social Media Internet Video

▫ Unlike traditional paid advertisings, viewers are in control.
▫ Unlike traditional social networking, advertisers execute brand marketing.

Successful social video campaigns are
distinct from other forms of advertising.
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The Top 10 Social Video Ads
of All Time

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The Top 10 Viral Video Ads
of All Time

“Call them "viral" videos, super-
sized TV ads, branded videos or
just plain commercials, a few of
them have crossed a significant
psychic milestone: 100 million
views and counting.”
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of All Time

Watch them all here: visiblemeasures.com/top-ten-all-time
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of All Time

▫ 500+ million views
▫ 750,000+
comments
▫ 7,000+ unique
video placements

▫ Industry segments
▫ CPG: 6
▫ Consumer
electronics: 3
▫ Apparel: 1

Watch them all here: visiblemeasures.com/top-ten-all-time
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Common Challenges Facing
Brands & Agencies
▫ Just getting started
▫ “We would like to add viral video to our media mix...
what should we be keeping in mind?”

▫ Actively experimenting
▫ “We have a social video campaign in market... but so
far it hasn’t attracted much of an audience. Help!”

▫ In the thick of things
▫ “We had a big video hit at the beginning of the year...
but since then the competition has come on strong.
How do we build on our past successes to take
things to next level?”

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Just Getting Started
“We would like to add viral video
to our media mix... what should
we be keeping in mind?”

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Best Practice: Develop Memorable Content
Dove Evolution (#6 All Time)

 Web-only campaign
 Among the very first successful
viral video ads
 Creative approach posed a
direct challenge the
conventional methods of selling
50,000,000
Dove Evolution
beauty/personal care products
40,000,000
 Controversy stirred dialog,
which drove sharing and reach
30,000,000
Views

20,000,000

10,000,000  Follow-up ‘Onslaught’ campaign
0
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touched on similar themes but
t-0 r-1 t-1
6 08 8 09 09 0 0
was much less successful
Watch it here: visiblemeasures.com/top-ten-all-time
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T-Mobile: T-Mobile Dance (#7 All Time)

 Broadcast + online
 The first ad to feature large-scale
flash mob

T-Mobile Dance
 Music plays a big part
40,000,000

30,000,000  Rapid organic growth followed by
20,000,000
almost linear growth
10,000,000

0
Jan Ap Au No Feb Jun S
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v-09 -10 -10 ep-10

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Pepsi: Gladiator (#4 All-Time)

 The oldest campaign in the top 10
 Originally a broadcast TV Super
Bowl campaign
 Heavy star power: Britney
Spears, Pink, Beyonce, and
Pepsi Gladiator Enrique Iglasias
50,000,000

40,000,000  Brand did not place or promote
30,000,000
campaign online... instead, the
Views

community uploaded it
20,000,000

10,000,000

Music plays a big part
0
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
7 8 9 9 0 0

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Actively
Experimenting
“We have a social video
campaign in market... but so far
it hasn’t attracted much of an
audience. Help!”

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Best Practice: Employ Surge Media
Old Spice: Odor Blocker (#9 All Time)

 YouTube: 24+ hours of new video
Old Spice Odor Blocker content uploaded every minute
40,000,000

30,000,000
 Need to drive initial awareness of your
20,000,000
social video campaign: surge media

10,000,000  Growth curve shows both surge media
0
in support of Odor Blocker and cross-
Ap
r-1
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Best Practice: Employ Surge Media
Quantifying the Impact
Online Video Views

~26,000 views/day 120,000+ views/day

Long-term impact of surge media support:
sustained 4.5x increase in daily reach

23

Best Practice: Extend the Campaign
Evian: Live Young (#2 All Time)
Core Creative Assets Follow-on Assets

Began as an online-only campaign...
but massive viewer response helped
push it into broadcast
Baby MoonWalk:
7.6 million views 
Compelling creative approach, strong
music component


Campaign involved multiple core
creative assets, including
Baby Breakdance:
6.4 million views
internationally localized versions


Extension video assets, including
behind-the-scenes clips and
‘interviews’ with the babies, extended
Roller Babies: Additional Content: reach by 10%.
85.5 million views 8 million views
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Best Practice: Extend the Campaign
Microsoft: Project Natal (#5 All Time)

 Online-only campaign

 Proof-of-concept product
demonstration approach of next-
generation console gaming
interface
Concept Introduction:
21 million views  Natal announced at E3 2009 with
demos from major producers
including Steven Spielberg

 Campaign ultimately accumulated
2,000+ unique video clips
Painting Demo: Featurettes:
0.8 million views 11 million views

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In the Thick of Things
“We had a big video hit at the
beginning of the year... but since
then the competition has come
on strong. How do we build on
our past successes to take
things to next level?”

26

Best Practice: Encourage Audience Participation
Doritos: Crash The Super Bowl (#8 All Time)

Online-to-broadcast-to-online
Super Bowl campaign
House Rules
16.9 million views

Crowd-sourced contest for
campaign creative with a $1
Snack Attack Samurai million grand prize
4.7 million views

While Super Bowl was the
crescendo, campaign began
Casket months in advance and lived on
2.8 million views
for months afterwards


Extensive online promotion plan
Underdog
3.9 million views including YouTube homepage
takeovers

Kids These Days 
Spots topped many Super Bowl ad
1 million views
rankings
27

Best Practice: Encourage Audience Participation
Old Spice: Responses (#3 All Time)


The newest campaign in the top 10


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

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Best Practice: Leverage Past Success
DC Shoes: Gymkhana Two (#10 All Time)


One of two emerging brands in the top 10


Gymkhana: a motorsport that “requires drivers to
perform reversals, 180 degree spins, 360 degree
spins, parking boxes, figure 8s and other
advanced skills”

Infomercial Ken Block: 
Initial Gymkana sponsorship was not intended as
Bonus Footage a brand-building exercise... but resonated with
online viewers


Based on responses, brand launched a much
more elaborate spot called Gymkhana 2, sparking
an online video sensation... and making driver Ken
Block a celebrity
Mechanical: The Making Of:
Behind The Scenes Part 3

Multiple campaign extensions including behind-
the-scenes, bonus footage, the making of, and
more

29

Best Practice: Leverage Past Success
Blendtec: Will It Blend? (#1 All Time)
Blendtec Will It Blend?
150,000,000

iPhone4 
One of two emerging brands, and the
only serialized campaign, in the top
10

100,000,000 iPad 
Built-in audience for each new
episode... companies can now
Skis
sponsor to have their product
Views

blended!
Glow Sticks

50,000,000

Timely tie-ins with current events
social media circles, such as the iPad
iPhone
episode
Golf Balls

Simple idea – CEO-led product
0
demonstration – executed with humor
Jun
-07
Dec
-07
Jul
-08
Jan
-09
Aug
-09
Ma
r-10
Sep
-10 and consistency

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Best Practices in Social Video:
Summary

 Develop memorable content
 Employ surge media
 Extend the campaign
 Encourage audience
participation
 Leverage past successes

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Putting It All Together:
Share of Choice
▫ Male personal care: a brand-building battle-ground in social
video
▫ Old Spice’s social video successes: re-shaped the landscape

100% Brand D
Brand C
90%

80%

70% Brand B Brand B
60%
Share

50%

40%
Brand B
30%

20% Brand B
Brand A Brand A
10% Brand A

0%
Brand A
Q3 ‘09 Q4 ‘09 Q1 ‘10 Q2 ‘10
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Visible Measures Engagement Model:
Drive Results Across the Entire Campaign Cycle

Orientation & Training

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

Planning & Activation
Establish Media Strategy & Execute

Campaign Management:
Measure & Optimize In-Market Campaigns
Visible Measures
Product & Services Portfolio
Support & Maintenance

To get more from your online video efforts, contact us here:
visiblemeasures.com/get-more-webinar
33

How the Best Became the Best in Online Video Advertising

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How the Best Became the Best in Online Video Advertising