1. N O V E M B E R 1 5, 2 0 1 2
Social Video—The
Next Wave in Digital
Advertising
Sponsored by:
Paul Verna
©2011 eMarketer Inc.

2. Agenda
 Social video at a glance: definitions and vital stats
 Top venues for social video
 Understanding sharing behavior
 Top campaigns: What worked?
 Social video demographics
 Metrics and return on investment
 Conclusions
 Q&A
Twitter – #eMwebinar ©2012 eMarketer Inc.

3. Social Video at a Glance
©2012 eMarketer Inc.

4. What is social video?
 eMarketer defines social video as video advertising
or content designed to be easily shared on
venues such as Facebook, Twitter and Google+, as
well as through email lists and embed codes.
 Unlike pre-rolls, social video ads are user-initiated
and non-interruptive.
 Social video ads are often longer than 15 or 30
seconds.
 Social video represents a blurring of lines between
advertising and branded entertainment.
 Social video is trackable and measurable.
Twitter – #eMwebinar ©2012 eMarketer Inc.

5. What is social video?
“Social video advertising is brands
producing content with the purpose
of getting it seen and shared by
people who want to watch it, as
opposed to producing ads where the
goal is to interrupt people and push
the message on them.”
—Dan Greenberg, CEO of Sharethrough
©2012 eMarketer Inc.

6. What is social video?
“Social video is non-interruptive;
it’s 100% opt-in. It could be any
length and it’s got built-in tools to
promote post-view activity, aka
earned media or sharing.”
—Mitchell Reichgut, CEO of JunGroup
©2012 eMarketer Inc.

7. What is social video?
“The concept is to blur the lines
between advertising and
entertainment, so every form of
advertising becomes an advertorial
that accomplishes the brand’s goal
but has a realistic chance of exciting
the consumer to share content.”
—David Segura, CEO of Giant Media
©2012 eMarketer Inc.

8. Native advertising: variation on a theme
“With native advertising you’re buying media
the same way you’d buy a display ad on
Yahoo.com, it just happens that the ad is bigger
and in the content well. Native media is
trackable and targetable by the same metrics
you’d use for display ads.”
—Dan Greenberg, CEO of Sharethrough
©2012 eMarketer Inc.

9. Native advertising: variation on a theme
©2012 eMarketer Inc.

10. Native advertising: pros and cons
Pros:
Advertisers and publishers aren’t locked into standard
ad units, including pre-roll lengths
Ad-buying process is the same as with display ads
Native ads are trackable and measurable
Cons:
Some chafe at breaking down wall between ads and
content
Many mistake ads for content
Many consider this practice misleading
Twitter – #eMwebinar ©2012 eMarketer Inc.

11. Native advertising can be misleading
©2012 eMarketer Inc.

12. Worldwide
social video
ad views
increased in
Q1 2012 on a
sequential
basis, and
every
quarter in
2012 on a
YoY basis
78% sequential increase in Q1 2012
81% YoY increase in Q3 2012
©2012 eMarketer Inc.

13. Not all social videos are marketer-driven
• ‘Charlie Bit My Finger’
495 million YouTube views
• ‘Kony 2012’
view count: 93 million on YouTube,
16 million on Vimeo
• Rebecca Black, ‘Friday’
42 million YouTube views
Twitter – #eMwebinar ©2012 eMarketer Inc.

14. Top Venues for Social Video
©2012 eMarketer Inc.

15. YouTube dominated US online video with
over 150M unique viewers in Sept. 2012
©2012 eMarketer Inc.

16. YouTube
also led in
videos
viewed and
average time
per viewer
13.1 billion
clips in Sept.
2012
(17x over
nearest
competitor)
419.1 minutes per viewer
(5x over nearest competitor) ©2012 eMarketer Inc.

17. Top campaigns like Old Spice’s Muscle
Music and Kony 2012 ran on Vimeo
Twitter – #eMwebinar ©2012 eMarketer Inc.

18. P&G’s Old Spice used Vimeo because
the channel delivered interactivity
“We wanted to do something unique in terms of
the content and the technology, and Vimeo was
the only partner that could make the experience
possible with the ability to embed the interactive
creation tool into other sites and social media.”
—Mike Norton, director of communications for Old Spice
©2012 eMarketer Inc.

19. Social games are a major distribution
platform for opt-in videos
• Jun Group reaches 100
million users across 400
social games
• In 2011, Social Vibe
handled 500 opt-in
engagement campaigns
for over 200 brands on
games by Zynga and
others
• appssavvy is
experimenting with
activity-based advertising
in social games
Sources: New York Times, appssavvy
©2012 eMarketer Inc.

20. A Social
Vibe opt-in
ad in
Zynga’s
CityVille
offered
users virtual
currency in
exchange for
completing a
video view
©2012 eMarketer Inc.

21. Social video campaigns featuring Justin
Bieber and Lady Gaga launched on Viddy
©2012 eMarketer Inc.

22. Understanding Sharing Behavior
©2012 eMarketer Inc.

23. Facebook is the top sharing service for
video ads on the Sharethrough network
72% of sharing
activity happens
through
Facebook
©2012 eMarketer Inc.

24. Large numbers of Facebook users are
sharing video ads on the social network
A July 2012 MediaBrix survey of 2,236 US internet
users found that:
8% of Facebook users said they had shared a
video advertisement for a brand on Facebook.
16% of Facebook app users said they had
shared a video ad for a brand shown inside an
app or game on Facebook.
Source: MediaBrix
©2012 eMarketer Inc.

25. After watching opt-in clips, viewers visit
Facebook brand pages and company sites
28% click to 31% visit brand’s
company site Facebook page
©2012 eMarketer Inc.

26. Twitter users share content from YouTube
more than from other video sites
Twitter – #eMwebinar ©2012 eMarketer Inc.

27. For product videos, many turn to social
venues like YouTube, Facebook and Twitter
©2012 eMarketer Inc.

28. People trust their social networks
more than they trust marketers
“Sharing can lend a campaign a measure
of authenticity. If people come into a brand
from a friend or read about it from press,
versus just seeing it in an ad, that seems
to be more impactful for consumers.
It’s a form of endorsed media, versus
traditional push media.”
—Jennifer Long,
brand director for Patrón Spirits
©2012 eMarketer Inc.

29. Seeding content on social venues does
not guarantee it will be shared
“Just because you can put something on
YouTube doesn’t mean people are going to
be invested in it and pass it on. When they
do pass it on, it becomes social currency.
It becomes an expression of themselves.”
—J Barbush,
creative social media director, RPA
©2012 eMarketer Inc.

30. Top Campaigns: What Worked?
©2012 eMarketer Inc.

31. Top Video Campaigns, Q1 2012
©2012 eMarketer Inc.

32. Campaigns
that promote
content prior
to the Super
Bowl
generate
almost 600%
more views
than those
that do not
In 2012, 20
advertisers
waited until
game day to
launch
campaigns Source: Visible Measures ©2012 eMarketer Inc.

33. ‘Kony’ was the top-performing clip in Q1
• 30-minute documentary on Ugandan
guerrilla leader Joseph Kony
• Video’s popularity resulted from a
robust social media effort by its
creator, Invisible Children
• Organization enlisted celebrities with
massive social media followings
(Oprah Winfrey, Justin Bieber, Ryan
Seacrest, Kim Kardashian)
• Video reached 100 million views
faster than any other clip in history
Twitter – #eMwebinar ©2012 eMarketer Inc.

34. ‘Kony 2012’
took only 6
days to
reach the
100M view
milestone,
outpacing
Lady Gaga,
Justin
Bieber and
the viral
sensation
‘Charlie Bit
My Finger’
©2012 eMarketer Inc.

35. Honda CRV – ‘Matthew’s Day Off’
• Honda, its agency (RPA) and social media seeding
company Giant Media launched their campaign with
teasers featuring
‘Ferris Bueller’ star
Matthew Broderick
• Companies secured
placements in 80+
influential blogs
• Campaign garnered
more than 79 million
earned media impressions
• Clip length varied from a 10-second teaser to a
1-minute TV spot to a 2½-minute extended version
Twitter – #eMwebinar ©2012 eMarketer Inc.

36. 70% of the opt-in video views of Fortune
500 ads were at least 1 minute long
37% were 33% were between
over 2 minutes 1 and 2 minutes
©2012 eMarketer Inc.

37. 30- to 60-second clips showed the highest
engagement rates
©2012 eMarketer Inc.

38. Social Video Demographics
©2012 eMarketer Inc.

39. Younger
internet
users are
most apt to
post videos
on sharing
sites, so
marketers
targeting
these groups
should
include
social video
in their plans
©2012 eMarketer Inc.

40. Marketers have successfully used social
video to target younger viewers
“That younger demo is trickier to hit these days.
There’s so much video snacking instead of
traditional advertising. We were looking for a way
to break through, and the only way was to have
interesting content that folks seek out and
share with their friends.”
—Tom Hume, director, marketing communications for Toshiba
©2012 eMarketer Inc.

41. Humor + social video = young males
“It can be tricky to keep young adult males
engaged for a long period of time, especially
if the content isn’t humorous. There are a
ton of videos out there, both by brands and
individuals, so we’re trying to cut through
the clutter with humor.”
—Kevin Holmes, marketing manager for
Hot Pockets at Nestlé
©2012 eMarketer Inc.

42. Hot Pockets lets the Dogg out
Hot Pockets used the top three creative approaches to
social video: humor, celebrities and music. The company
enlisted rap icon Snoop Dogg to remake his 2004 hit
“Drop It Like It’s Hot” into a jingle.
©2012 eMarketer Inc.

43. Humor was the top creative approach
for social video ad campaigns in 2011
©2012 eMarketer Inc.

44. Social Video Metrics and ROI
©2012 eMarketer Inc.

45. Marketers use hard and soft metrics to
determine social video campaign ROI
 Hard metrics include key indicators such as video
views, a breakdown of venues where the clip
ran, clicks to websites, visits to Facebook,
store locator usage and coupon downloads.
 Soft metrics include blog coverage and real-time
feedback on social venues.
 ROI assessments are complicated by confusion over
definitions and unrealistic client
expectations.
 Some clients expect all campaigns to go viral,
and some tech providers game the system by
artificially inflating social views.
Twitter – #eMwebinar ©2012 eMarketer Inc.

46. Being realistic about viral
“Some are benchmarking this industry to being
viral. They want to pay for half a million views
but receive 50 million. It goes without saying
that that’s what we want, too, but this should
be driven by realistic statistics. Historically, for
every two paid video views you get from Giant
Media, you get one that’s earned.”
—David Segura, CEO of Giant Media
©2012 eMarketer Inc.

47. Metrics and ROI
“We measure aggregate views as well as
impressions and earned media from
mentions by influencers. We track the
sentiment of that coverage and associated
online comments and the engagement rate.
Qualitatively, we track against themes
mentioned in comments to determine
whether they are consistent with
our communications goals.”
—John Watts, senior manager of digital
marketing at Honda
©2012 eMarketer Inc.

48. JunGroup study highlights
 Facebook engagement is on the decline.
Consumers are forgoing heading to an advertiser’s
Facebook page in favor of going directly to websites.
 Made for the web isn’t always the way to go.
Contrary to popular belief, the difference in engagement
rates between repurposed TV commercials and ads
specifically created for the web is negligible.
 Shorter isn’t always better. Ad length doesn’t
have as much of an impact on completion rates as is
commonly thought. Seventy percent of all views came
from ads over 1 minute in length, while ads over
2 minutes were still completed 87% of the time.
Source: Jun Group
©2012 eMarketer Inc.

49. Conclusions: Social Video
 Social video represents an evolution in digital
video advertising.
 Social sharing has become an essential feature of
online video.
 Marketers analyze sharing behavior to determine the
best strategies for their social video efforts.
 Marketers use a combination of hard and soft
metrics to measure the ROI of social video
campaigns.
Twitter – #eMwebinar ©2012 eMarketer Inc.

50. Multi-Channel Consumer Insight
James Masuoka
Teradata Aster
Director, Solutions Marketing

51. Disruptive Change Today In Marketing
• Proliferation of new digital
channels continues
• Forum, Pinterest, Social Video
• Criticality to integrate cross-
channel consumer insights
- “40% of offline purchases started
online”
NRF Holiday 2011 research
• Complexity of marketing mix
demands data-driven decisions
• Bringing the science of data to the
art of marketing
Multi-Channel Performance Measurements
Are Not Optional
Copyright © 2012 Teradata Corporation.

52. Big Data to Big Value
Big Analytics – “Path to Owning Your Data Again”
Business
Big Data
Big Data Discovery Platform
Discovery Platform Insight
A Discovery Platform is the shortest path between
Big Data and Business Insight
Copyright © 2012 Teradata Corporation.

53. Those That Embrace the Disruption With the
Right Tools Will Have Competitive Advantage
Social Networking & Digital Marketing & Advertising &
Relationship Analysis Attribution Analysis Media Analysis
• Social networking graph • Cross-channel attribution • Digital media consumer
analysis analysis micro-targeting
• Influencer Marketing • Online & Offline cross- • Organic & paid search
• Crowd-sourcing channel behavioral patterns optimization
• Virality analysis • Advanced click-stream • Advertising impression,
analysis saturation & conversion
• Content targeting
• Online targeting for analysis
personalization/
recommendations
Need for deep data analysis…on TB’s to PB’s of data…
with minutes to seconds response times
Copyright © 2012 Teradata Corporation.

54. Q&A Session Learn more about mobile marketing with
an eMarketer corporate subscription
Social Video—The
Next Wave in Digital More than 120 eMarketer reports are
Advertising published each year. The following are a
few recent ones you may be interested in:
 Best Practices for Content Marketing: Engaging
Consumers Across Multiple Digital Platforms
 Social TV: Marketers Tune in to Deeper
Integration
 The Changing Digital Landscape: Key Trends
Paul Verna Marketers Need to Know
 Digital Video and TV Advertising: 16 Forces
You will receive an email that will Help or Hinder Integration
tomorrow with a link to
view the deck and  Brand Advocates: Scaling Social Media
webinar recording. Word-of-Mouth
Sponsored by: To learn more: www.emarketer.com/products
Teradata Aster 800-405-0844 or webinars@emarketer.com
©2012 eMarketer Inc.