DDMA iLounge 2008, branded content to draw attention to the brand, virals, movies, rumour around the brand, brand perception, consumer markets

1. Branded Content in Social Media
June 2009

2. Key facts on GoViral
Company Info: Branded Content Distribution
Founded 2005
50+ Employees
Offices in UK, France, Germany, Nordics
Partners in Russia, Japan & Italy
EMEAfocus/Global reach
Network Info: 600+ campaigns conducted
12,000+ validated sites, forums & blogs in our database
3,500+ active publishers
Transactions: 20+ million country targeted video plays per month*
5+ million vertical targeted video plays per month

3. Games Video Widgets
Electronics
Electronics and Telco Lifestyle and Automotive FMCG

4. The Shift

5. Facebook Growing >> Video Exploding
2000 2003 2006 2009
Global Consumption of Online Video is Exploding
Growth:
While Member Communities (red; like Facebook) have been
garnering impressive audience numbers for the last five
years, video audiences have been growing at meteoric
rates*.
*Source: Quotes from Nielsen Online, page 1-8. The Global Online Media Landscape, April 2009

6. TV flat – online on the rise
TV: 44 hours a month
(Stable)
Trend: To the new generation, TV frequently means video delivered on
demand, with one in seven 18-24 year olds now watching no live TV at all.
Median age for TV users are 13 years higher than general population.
Usage: Though time spent consuming online video across Europe has grown
by 50 percent in the last 12 months, it has not yet been at the expense of TV
Online Video: 6,5 hours a month
(Up 50% year on year)
*Source: Forrester and Comscore Press releases 2008/2009

7. Audience Time Spend
Monthly Usage
Online (50 Hours)
Video (6,5 Hours)
Catch Up on The Users
Monthly Usage
Online Ads (€9,8bn)
Video (€79m)
Online Video accounts for around 13% of
total European internet time.
Online Video account for less than 1% of
total online ad spend.
*Source: Nielsen Online, The Global Online Media Landscape, April 2009 and Jupiter European Advertising Forecast 2007-12
Online Video Ad Spend

8. Go Beyond the Banner
- Impressions
- Activated as ads/banners
- Opportunity to see, No possibility
to share, discuss, rate or interact
- User initiated views
- Activated as content
- Rating, comment and share
- Highly Contextual Views
- Activated as contextual editorial
implementations
- Engage enthuthiasts and
generate viral recommendation
√ √
Awareness Interaction Engagement
Impression based media buying (CPM) provides large reach but offers no guarantees in terms of interactions,
whereas GoViral content distribution delivers both interactions, brand engagement and viral potential.
x

9. Drive to Site vs. Distribution
Driving users using traditional ad formats like banners is an ineffective way of delivering a brand
experience. The choice is to distribute the content directly in the environments where the target
audience spend their time and achieve significantly better ROI.
Drive to Site Distributing Content

10. Why distribution makes a difference

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

12. The main difference between e.g uploading on Youtube and delivering proper seeding/distribution is that on a
seeding campaign a partner secures that 100s or 1000s of smaller sites feature the content towards their
audience.This means that the content is actively exposed towards massive audiences which then interact
with the content.
Active distributionContent Discovery
Assets like video can be distributed directly to the front
page as content on thousands of websites to generate
momentum.
Users will only start discovering your video on a
website like Youtube if it has certain momentum
Video Distribution

13. Amplification Example
Diesel Seeding:
Content: Meat puppet (good), Hair Bath (Average) and Dance Party (good)
Markets: 20 markets local activation
Distribution: Diesel .com, Youtube, Local PR in 20 markets
Results: Diesel activities generated 156.000 views
GoViral Seeding:
Content: Similar
Markets: US, Japan, UK, Germany, France, Italy, Spain
Distribution: Viral Advertising (400,000 views guarantee)
Results: - reached 1044 sites
- total of 1,550.000(387% of target) video views
Diesel
GoViral

14. Optimize Consumer Journey

15. The GoViral Player
Click video to go to destination
site and learn more
Click to download
or embed content
elsewhere, easy!
Social sharing with e-mail, blog
platforms, Facebook, Digg, Twitter etc.
By making it as easy as possible for the user to explore content and share it with others the
GoViral player actively help leveraging the content virally and raises campaign effectiveness
Play after suggestions leads the
user to more relevant material or
website

16. Interactive Player: The interactive player will allow you to promote product drive to site, sell
products, creative and new features. Has a very high effect CRT up to 21%. This can only be
used in Content Placements
Next level interactivity

17. Branded player: The branded player represents an opportunity for building a proper
distribution network over time.
Branded player