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From viral videoCadbury chocolate charmerCadbury's 'Chocolate Charmer' campaign was tracked by the Media Efficiency PanelSource: www.marketingmagazine.co.uk

To impactful video 7% of the media spend generated 20% short term sales.

19% incremental reach for the campaign.

Two out of three who saw the ads online did not see them on TV. 3

The great thing about establishing a relationship to consumers is that you never have to advertise to them again

Stefan OlanderHead of digital sports at Nike4Traditional marketing was built upon specific timed initiatives and campaigns. Brands now need to maintain a consistent, sustained communication with consumers.

Not just content about your brand but quality content aligned with the topics your audience is passionate about, at a scale that will encourage an ongoing dialogue.

This is exactly what AOL has set out to do: build the worlds best content at the fullest scale.

And its also what AOL can help brands do.

Generation social

CONTENT SNACKINGFROM DAYLY NEWS TO DAYLE MEBIGGEST GENERATION IN SPENDING POWER BY 2015DIGITAL IMPATIENCEInfluences another 320 billion in spendingSpending power exceeds 750 billion

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82% higer brand lift generated by native ads compared to pre-rolls. 8From ads till assets

DisplaySearch

Interactive ContentVideo, Apps, GamesThe good contentSearch, Portals, EmailCurated social platformsThe internet is changing shape

Google 3 r siden 85% search queries. I r er det 50% _-> 25% YT. Folk sger efter content, samtaler, personer I stedet for hjemme sider. Der er s meget content det handler om curated. Der er ingen af dem som producerer dette selv. Hvad sker der nr du gr fra at bne browser til at starte p facebook.11Get me hookedAmaze meGet me talkingMake it lastGet it outDos and donts 1. Get me hooked

Start with the conclusionDOTry to create an audience hook. There should be something in your video that will give it extra mileage with viewers (celebrities, nice soundtrack, a twist)

DONTExpect your video to engage users if you havent created something that will provide value to the viewer. Remember the increased competition among online videos today

132. Amaze me

Integrate your message dont overly brand itDOSpend time and effort integrating your message in to the content. How do people know what to feel and think just by consuming the content?

DONTOverly brand your content by slamming your logo and product in to every frame to make sure there is recognition

143. Get me talking

Does the video contains a meme? Can you tap into existing conversations?

DOAsk yourself: Does the video contains a meme? Is it contributing to already existing conversations? Is it entertaining or informative and does it speak the right language?

DONTExpect users to share the video if the content isnt relevant for them in their conversations. Great video campaigns aren't over product pitches!

154. Make it last

Think beyond the one hit wonder

DOEvaluate your whole campaign, does it have depth and an exciting user journey (more content, destinations etc.)?

DONTExpect a one hit wonder to make the difference in the long run. A relationship takes a lot of work and the consistency between your different marketing initiatives is more important than ever

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5. Get it out

DO

Get your content out to the world. Almost all viral success stories from the last 5-6 years all have some form of media support behind them. Chances of viral success = 0,0001%

DONTExpect the whole world to sit and wait for your video to be published. About 400.000 videos are published every day

17Working with video

The video matrix

AWARENESSPERFORMANCEVIRALENGAGEMENTVideo travels everywhere

IN EDITORIAL CONTENTIN ALL SOCIALCHANNELS

ON ALL PLATFORMS

Animated previewOverlaysSurveysPR kitAdditional contentSocial sharing

Connecting the dotsPhilips case

Creating a new landscapeAsics case23

+90% of video spend is pre-rollAdvertisers still stuck in the old modelGreat content is not really changingGood content hasnt really changed

Working with SpiesDet handler om lave content at lave social vrdi. DNA af great content har ikke ndret sig. Det er skjult kamara. Det er bare ikke noget vi har vet os I. Stefan Olander. I love that you can targetThe reason social content is so powerful is that it creates a brand multiplier. Its more friends, more sharing, more engagement, and more influence. Its a lean-forward consumer that isnt just reading or watching, theyre acting. Their social and participatory. And THEY are the kinds of consumers that move brands forward.

25PlanningMeasureAmplify3600 planning86%Share in target group

57%More likely to choose Spies for next holiday

36%Increase in choosing Spies as travel agency

14%More likely to recommend Spies to friends & Family

59% Remember to have seen the Spies ad online

#1 Top of mind brand in terms of share of voice

26The roadmap: 2010 to 2020CreateFrom ads to assetsAmplifyFrom renting to owning mediaMeasureEngagement over exposureFrom display and 0:30 to social content and 60-600 secFrom programmatic buying only to also embracing native amplification tactics and channel buildingFrom impression and reach based measurement to actual user actions and social impact

The New currency

ViewsTrafficSharing

The currencies?

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Brand Lift MeasurementUnderstand the influence your campaign is having on your audience using brand metricsCompetitor BenchmarkingContextual analysis allows you to measure how your content performs against similar competitorsAudience VisibilityUnderstand who is watching your content using detailed demographic dataEngagement AnalysisEvolved metrics for granular learnings of how people are engaging with your contentEmotive Impact FeedbackEmotive feedback technology provides key learnings on how audiences feel about your contentSocial Buzz MonitoringConversation and social actions aggregation provides tools to gauge the impact on popular platforms

The future of insights

100% more views70% higher completion rate3x more social sharing

How we identify good content?

31This ad has very good overall performance. Better than 95% of ads.

Impact report: Overall ScoreOverall scoreImpact scorecard