"Be Emotive" - The Be On Cannes Lions seminar 2013 presented by Rene Rechtman and Mihkel Jaatma from RealEyes... Link to Youtube: http://www.youtube.com/watch?v=cEVhADbBJF0

1. Be Emotive
2005 Luca Bruno, 2013 Michael Sohn - AP

2. 20,000
unique videos
since 2005
2005 2013
Viral Video
2005
The “Social
Media”
Playbook
2008
Branded
Entertainment
2010
Generation
Social
2012
Be Emotive
2013

3. Content
Consumption Connection
Choice
Why emotive?

4. • Content
2005 2013
5
4
3
2
2009
Global digital content created and shared
Source: KPCB, YouTube
YouTube hours of video uploaded per minute
100
75
50
25
ZB Hrs
100 hrs
of video uploaded
to YouTube each
minute
8 ZB
of data per year
will be created
by 2015

5. • Content
< 100 > 1m
YouTube videos by number of views
Source: Business Insider, Businessweek
%
30
20
10
29.6%
11.4%
0.3%
1k – 2.5k 10k – 100k
2.7%
0.0001%
probability user
will view your
content

6. • Choice
2000 2012
1,000
800
600
400
200
2008
Global internet connected device shipments
Source: BI intelligence, Microsoft
Units
(millions)
2004
Smart
phones
Tablets
Personal
computers
Wearables
47%
multi-task on
multiple
screens

7. • Choice
Share of device page traffic on a typical work day
Mobiles
brighten the
commute
PCs dominate
working hours
Tablets popular
at night
Source: comScore, Ericsson
60%
of consumers
watch video
on-demand
weekly

8. • Consumption
1.6bn
Mobile
broadband
connections
(43% y/y)
Source: Ericsson

9. • Consumption
#
##
Source: Ericsson, KPCB, Microsoft
2/3
Use multiple
screens
150
times per day
a user checks
their smart
phone
1.6bn
Mobile
broadband
connections
(43% y/y)

10. • Connection
Source: KPCB, YouTube, Facebook
0 100
Facebook
YouTube
Twitter
Google+
LinkedIn
Pinterest
MySpace
Instagram
Tumblr
Foursquare
80
Which social media do you use?
%604020
2011 v 2012
1bn
unique users
visit YouTube
monthly
1.1bn
global active
Facebook users

11. • Connection
Source: KPCB
Daily number of photos uploaded and shared (accumulated)
2005 2013YTD
500
400
300
200
100
2009
Photos
(millions)
Facebook
Flickr
Instagram
Snapchat
530m
photos
uploaded and
shared daily

12. Choice
What does this mean to advertisers?
Content
Consumption Connection

13. Brand
Consumer
The unwritten contract is breaking
Agencies
Publishers
Distributors

14. Consumer
Agencies
Distributors
Ad Exchanges/
Networks
The new landscape
Publisher
Advertiser
Publisher
Advertiser
Social Connections
Brand

16. 4.5x
higher purchase
uplift
Richer media vs simple
Brand
Favourability
Purchase
Intent
2.5
2.0
1.5
1.0
0.5
Aided Brand
Awareness
Delta
(exposed
minus
control)
Richer media delivers on branding goals
Source: Google Doubleclick
15x
higher brand
favourability

17. Choice over interruption
Video format
preference?
Premium quality feel?
More intrusive
format?
Positive brand
sentiment?
Added most value?
Pre-roll
Positive emotion
towards format?
Format related to
search/activity?
Native
Source: Be On internal research

18. 75%
higher engagement
amongst users who
choose to watch
video content
vs
Choice
Interruption
Source: YouTube, Neilsen, Reelseo
20%
higher conversion
with user initiated
videos

19. vs
Source: YouTube, Neilsen, Reelseo
82%
Higher brand lift
generated by
native ads,
compared to
pre-roll
Native
Pre-roll

20. Source: Gunn Report 1992-1995, IPA
Les Binet & Peter Field,
Marketing in the Era of
Accountability, 2007
Emotional advertising
campaigns are more
effective and more
profitable than rational
campaigns - even in
'rational' categories…
“
”
11x
more efficient
in market share
growth
The Gunn Report

23. Emotions?

24. 1800s
Darwin
The Expression
of Emotions in
Man and
Animals

25. 1960s
!
Ekman
Facial Action
Coding System
(FACS)

26. 2010s1800s 1960s
Coding
Automated
Facial
Coding
Emotions

28. Collection
General global
population
representation
Tracking
Automated and
frame-by-frame
in real-time
Reporting
EmotionAll
snapshot and
in-depth results

29. 15” to 5’
content length
20+
categories
EmotionAll
1,000+
videos tested
30+
countries

30. Attraction
Hook in 8 seconds
Retention
Keep the audience
Impact
Kahneman’s Peak-End
Engagement
Connect via emotions
EmotionAll

33. EmotionAll
So real it’s scary 2
This video has very good
overall performance.
Better than 95% of videos.

34. In-depth understanding
United States
(80.3%)
United Kingdom
(78.4%)
Countries
EmotionAll
Gender
Age
Income

35. Exceptional vs Standard
54,440
YouTube views
5
Tweets
8
Facebook shares
57,659,141
YouTube views
101,572
Tweets
1,367,366
Facebook shares
9
4
80
70
60
50
40
30
20
%happiness
Ad duration

36. Engagement
Connect via
emotions
Attraction
Hook in 8
seconds
Retention
Keep the
audience
Impact
Kahneman’s
Peak-End
How do emotions help brands break through?

37. Consumers love emotional content...
3xhigher average
view to end %
8xhigher click
through rate
20xbetter in
converting views
into social
actions
100xQuicker in
attracting
viewers
Source: Be On research

38. 8%increase in Brand
Recommendation
7%
increase in
Purchase Intent
14%increase in Brand
Favourability
...and it also creates ROI

39. How to break through

40. Emotion
Attraction
Retention
Engagement
Impact
Engagement
Syndication
Choice
Sharing
Effect
Brand Favorability
Purchase intent
Brand awareness
+ =
Creation Syndication Measurement
Introducing the Impact Model and Score