Craig Hughes - Beyond the View Count: Measuring Video Performance

Transcript

1. BEYOND THE VIEW COUNT MEASURING ONLINE VIDEO PERFORMANCE Craig Hughes Product Director @unrulyco @craig_hughes_
2. Title position here Your title sit over it 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
3. 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+ CAMPAIGNS 1.27 BILLION MONTHLY UUS 190 PEOPLE IN 13 OFFICES
4. Title position here Your title sit over it BEYOND THE VIEW COUNT How can we be sure we’re meaningfully engaging our audience and using our budgets effectively?
5. Title position here Your title sit over it BRAND VIDEOS DO NOT JUST ‘GO VIRAL’ Source: http://www.dragoart.com/tuts/4112/1/1/how-to-draw-a-chibi-unicorn.htm
6. Title position here Your title sit over it VIDEO 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
7. Title position here Your title sit over it VIDEO VIEWS ALONE CAN DECEIVE 12,044,622
8. Title position here Your title sit over it VIEW COUNTS ARE CIRCULAR Number of people exposed to the video #1 …it’s circular! Media budget #2 Efficiency at buying across multiple platforms #3
9. Title position here Your title sit over it VIEWS 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?
10. Title position here Your title sit over it DID YOU HIT THE RIGHT PERSON? A PERSON?
11. Title position here Your title sit over it WAS IT EVEN VIEWABLE? Source: IAB Viewability Standard 2015 50% in view 02 seconds
12. Title position here Your title sit over it VIDEO METRICS THAT MATTER GO BEYOND THE VIEW
13. Title position here Your title sit over it SHARING DATA SHOWS US EVEN MORE
14. Title position here Your title sit over it SHARES ARE EXPLICIT ENDORSEMENT Shares Views
15. 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?
16. Title position here Your title sit over it SHARES ARE UP, SHARE RATES ARE DOWN 56.2% 11.1% Brand content share rate UGC share rate
17. Title position here Your title sit over it NOW 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
18. Title position here Your title sit over it NEED AN OBJECTIVE MEASURE? Views / Shares Share Rate
19. Title position here Your title sit over it TENS OF THOUSANDS OF DOLLARS IN MEDIA VALUE Share Rate 3% 0 6% 1 Hyundai Mercedes last 12 months Source: Unruly Analytics™, Total shares of all brand created videos, divided by total views of the same videos . .
20. Title position here Your title sit over it MEASURE ALL SOCIAL ENGAGEMENT Likes, Dislikes, Comments Likes, Comments, Shares Tweets, Retweets Blogs As well as LinkedIn, G+, Pinterest, Reddit SHARING; MORE THAN JUST ‘SHARES’
21. Title position here Your title sit over it VIDEO SHOWS IN SEARCH
22. Title position here Your title sit over it ENGAGED 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
23. Title position here Your title sit over it MARKETERS ARE STARTING TO TEST THEIR VIDEO CONTENT
24. Title position here Your title sit over it TWO KEY DRIVERS OF SHARING Psychological Responses Social Motivations
25. Title position here Your title sit over it KNOW HOW YOUR AUDIENCE WILL RESPOND Source: Unruly ShareRank™ US TV Promos Study 2,000 data points
26. Title position here Your title sit over it ELICIT STRONG RESPONSES
27. Title position here Your title sit over it TRIGGER MULTIPLE SOCIAL MOTIVATIONS
29. Title position here Your title sit over it ELICIT STRONG RESPONSES But focus on one or two
30. Title position here Your title sit over it TRIGGER MULTIPLE SOCIAL MOTIVATIONS As many as possible! 7.2%
31. Title position here Your title sit over it PERIODIC TABLE OF SHARING
32. Title position here Your title sit over it GO BEYOND THE VIEW Measure sharing and share rates #1 Optimize for sharing in the creative and distribution process #2 Put a paid push behind high performing content #3
33. Craig Hughes Product Director @unrulyco @craig_hughes_ THANK YOU! QUESTIONS?