Spread the word - How are brands and organisations using viral videos to reach and interact with audiences online? Here we look at the changes in media consumption, focusing on the growth in the online video market and highlighting the different genres of branded content video.

1. Branded content distribution:
Public Awareness campaigns
goviral
Luke Aviet, Managing Director UK
April 2010

2. About goviral
Company Info: Branded Content Distribution
Founded 2005
60+ Employees
Offices in Copenhagen, Munich, Paris & London
Partners in Moscow, Tokyo, Milan, Local seeders
Global reach / EMEA focus
Network Info: 600+ campaigns conducted
35,000+ validated sites & blogs in our database
Headlines: Winner of the 2008 Danish Advertising Effectiveness Award
Experts in viral, TVC and branded video content
Delivered local language campaigns in 87 countries
In 2008, over 120,000 sites globally

3. Performance based branding
• Click-to-play video views (or widget/app clicks)
• Pay only for performance
• Distribute long form content (+0:30min)
• Proprietary distribution and reporting technology
Electronics Handsets Networks Awareness Auto Lifestyle FMCG Gaming Ents

4. Why online content distribution?

5. We are quickly changing behaviour
Median age for TV users are 13 years Video content is increasingly delivered
higher than general population. online and on demand - one in seven 18-
24 year olds watching no live TV at all.
Source: Microsoft study, Europe logs on, May 2009

6. Fundamental shift

7. Social media usage is exploding, but so is video

8. The audience/revenue gap in online video
Monthly usage
Video (6.5 hours) 13% Online video now accounts
for around 13% of all
Online (50 hours) European internet time
Yearly advertising spend
Video (€79mil ) <1% Online video advertising
Accounts for less than 1%
Online (€9.8Bn) of total online ad spend
“The current trend towards watching more online video
should drive more advertisers towards this medium”
Nielsen, 2009
*Source: Nielsen Online, The Global Online Media Landscape, April 2009 and Jupiter European Advertising Forecast 2007-12

9. Online video ads are more effective than TV
Branded Content placed at relevant content sites are particularly effective at improving
Message Recall.

10. Trend: Video reach is larger than any TV Network
and video keeps growing
86m 112m 114m 116m
170m
More than 170 million US viewers watch an average of 182 videos
online, or a total of 35bn videos in Feb 2010
Source: GlobalWebIndex.net and ComScore

11. goviral is distributing all forms of content
Strong TV ads Widgets & Applications Tutorial & Product
Branded content Episodic Content Interactive Video
Awareness Engagement Learning

12. Video is flexible and effective
Video content can attract editorial placements on contextual websites and blogs, work as content in video
environments and be promoted commercially in advertising formats.
Editorial Formats Content Formats Promoted Formats
Integration: Integration: Integration:
Editorial promotion of content on Editorial upload in small and large Promoted video on relevant
relevant websites and blogs video environments contextual websites
Type of environments: Type of environments: Type of environments:
Influential blogs & websites for urban Video sites, or websites with Larger commercial partners
males. a video content section

13. The Shift in Commercial Model
Traditional Online Model Branded Content Model
Commercial activation Content activation
- Banners/CPM - Content/CPV
- Activate as ads - Activate as content
- Drive to campaign - Distribute in the long tail
site

14. Video AdvertisingProducts (IAB) +
In-Stream In-Stream In-Banner In-Text As-Content
Linear Non-Linear
Video ad before, During, over, Video ad served Video activated on User consumes video as
EXPERIENCE during, after content within content as a banner mouse-over text content
ACTIVATION Automatic Passive Automatic Automatic User Initiated
DURATION 5s, 15s, 30s MAX 5s-15s MAX 30s MAX 30s MAX 30s,60s+ long form
EMEA growth 60% 10% 8% 2% 20%

15. Consideration and planning within the
Ecosystem

16. From conversion to conversation
The offline funnel The online funnel
Vertical
websites
Tagging and Social
bookmarks networks
Personal Audiovisu
communication al content
tools
Blogs and
social media
Users are increasingly getting accustomed to a media landscape where they are in
control. This is increasingly turning marketing in to a dialogue where brands can
join the conversation if they are relevant.

17. Media phases
Step 1: Step 2: Step 3:
Owned Media Paid Media Organic Media
Banners and Video From PR and journalists
From website
Advertising
To Official To distributing multiple Activating bloggers
website, blog, Youtube content pieces ongoing and social sharing
channel

18. How the ecosystem works
Owned Media
Paid Media
Visit Official Site
Organic Media
Distributed content engages the
target audience in the
environments where they are
looking for related content. The
Chosen websites, player offers several post-
relevant to the target viewing opportunities, which
demographic. spill over in to organic and
owned media Rating, commenting and sharing

19. The Media Strategy
Video Advertising Branded content ”Always on”
Cost-effective and targeted distribution Editorial and social media Building a long term brand position
activation throughout the movie release period
Online
Presence
Time
Launch multiple content pieces
Online video is more engaging than Distributing campaigns as content
over an extended period. This
banners and lifts message recall of across hundreds of long tail
model allow deployment of
TV campaigns. Reach a younger websites. Maximize contextual
permanent distributed channels
audience, more active and more distribution and achieve users
and make it possible for brands to
influential on brands. social recommendation
”own” a vertical

20. Why do brands use services like goviral?

21. Avoid the Content Graveyard
Only if the video
A video is posted on achieves momentum
e.g Youtube will people start
The video makes or brakes – if it isn’t noticing on larger sites
discovered quickly then it simply goes
to the content graveyard
150.000+ videos uploaded each day
CONTENT
GRAVEYARD
Less than 1% of videos get more than 5,000 views in the first 12 months
The equivalent of 1,700 years of video has been uploaded to the site and it receives one billion views a day.

22. goviral distribution in short
Branded content goviral network Distribution partners
0:30 – 10:00min video 18 vertical categories +365mil UU per month
Single/multiple assets +12.000 paid publishers +20mil target views delivered
Customized skin & end screen
Preparation Network Publishers
 Compression of video  Upload of video to goviral network Bespoke recruitment
 Creation of different formats  Selection of relevant categories Receive embed codes
 Embedding of tracking  Application of price per view Implement on site
 Selection of player (standard,  Release for distribution Tracking and reporting
branded or interactive)  Uploading to all relevant video
destinations

23. How websites use the content
Publishers are notified when
a new relevant campaign is
live.
Content is posted where it has
The campaign page the greatest chance of
contains re-sizeable video generating interest from users
player for embedding,
images as well as localized
title, description, tags and
related links/PR materials
in order to make it easy for
journalists and bloggers to
build editorial content.

24. Impressions vs guaranteed views
Impressions Passive
Opportunity to see
user
Active
Views user
Level of engagement
User initiated video views
Post viewing engagement
Watch more videos, rate,
comment or share
Post click engagement
Click through to website
Impression based media buying secure millions of ad-servings while goviral goes one
step further, guaranteeing click to play video views upfront. After viewing the users
can rate, comment, share or click through to the Official Movie Site

25. The goviral Video player
Functionality Engagement
Customize See more content or website
Fully customizable video player Play after suggestions leads the
with hot spot technology user to more relevant material or
website
Full screen, rating, comments Embed to blog or website
Social Sharing
High quality full screen Click to download or embed
functionality & intuitive rating content elsewhere, easy!
and comment system Social sharing with e-mail, blog platforms,
Facebook, Digg, Twitter etc.

26. goviral Analytics
Unrivalled Campaign Analytics
KPI Summary Report for each Category
120+ Fully Customisable Reports
30+ Campaign Performance Reports
25+ Content Evaluation Reports
15+ Twitter and Facebook Reports
10+ UGC Specific Reports
10+ Earned Media Reports
100+ Social Platforms Tracked
Dedicated Client API and Data Export
Seamless White Label Solution

27. Recent cases and results for the European
Commission

28. Recent campaigns for EC
• DG Sanco – Safe Shopping:
• Successful test campaign in Belgium
• Afterwards DG Sanco decided roll out in 6 key markets
• DG Sanco – Antismoking ”Les Helpers”
• Following up on the success of Nicomarket we launched this
campaign end of 2009
• DG Employment – European Health Insurance card
• Campaign launched in 27 markets end of 2009

29. EHIC - 27 EC Markets
Campaign name: EU Health
Client: DG Employment
Launch date: December 3rd 2009
Period: 8 weeks
Countries: 27 EU countries
Target views: 1.2M+
Results and Successes
• Reached total views, or 130+% of total guaranteed
• Reached 1.8M+ views in the target markets, or 140+% of
target market guarantee
• 60%+ of the targeted viewers watched the video until the
end
•So far, the video reached placements on 2000+ sites
• With 1500+ votes, the average rating is currently 3+/5 stars

30. Anti-Smoking - 27 EC Markets
Campaign name: EU Anti-Smoking
Client: DG Sanco
Launch date: 16th October 09
Period: 10 months
Countries: 27 EU countries
Target views: 3+Million
Target Views: 1,272,160
Background:
Global Views: 1,548,361
Campaign is due to
Spill over Views: 276,201run until the end of the year with one clip
being released each month – in total - 11 Episodes + 1 Trailer.
FREE MEDIA VALUE: 88,500€
590,000 views @ 0.15 cpv are interim – the campaign is proving to be a
These results below
huge success. This is a follow up to a previous campaign goviral
ran for EU Anti-Smoking – Nicomarket in 2007.
Results and Successes on 21/04/2010
Target Views: 1.3M+
Global Views: 1.6M+
Spill over Views: 300K+
•Good contextual placements have been made throughout the
campaign so far and the target audience has been well covered as
demonstrated by user content ratings and their demographic info.

31. Safe Shopping - 7 EC Markets
Campaign name: Safe Shopping
Client: DG Sanco
Launch date: October 09 - March 25th 2010
Period: 8 weeks each run
Countries: 7 EU countries
Target views: 1M+
Target Views: 1,272,160
Background:
Global Views: 1,548,361
•Campaign running
Spill over Views: 276,201across UK, Belgium, Germany, Denmark, France,
FREE MEDIAand Netherlands. Campaign video is distributed together
Sweden VALUE: 88,500€
590,000 views @ 0.15 cpv quiz – testing the views understanding of Safe
with an interactive
shopping behaviour.
Results so far:
•The campaign has so far reached 700K+ targeted views for the 7
target countries combined.
•The video has reached 500+ sites and enjoys a good click through
rate of 3+% from the clickable player to the campaign website.

32. From passive consumers To active users
Our vision
To create and engage audiences
Our strategy
To invest in distribution, technology and knowledge

33. Questions?