SearchLove Boston 2015 | Craig Hughes, 'Beyond the View Count: Measuring Video Performance'
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The document emphasizes the importance of looking beyond view counts to assess online video performance, advocating for metrics such as audience engagement and sharing rates. It highlights the deceptive nature of views, suggesting that true effectiveness is measured by viewer actions and perceptions influenced by the videos. Additionally, the document outlines strategies for optimizing video content for sharing and maximizing reach through targeted campaigns.
SearchLove Boston 2015 | Craig Hughes, 'Beyond the View Count: Measuring Video Performance'
- 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+ CAMPAIGNS1.27 BILLION MONTHLY UUS 190 PEOPLE IN 13 OFFICES
- 4. Title position here Your title sit over itBEYOND 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 itBRAND 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 itVIDEO 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 itVIDEO VIEWS ALONE CAN DECEIVE 12,044,622
- 8. Title position here Your title sit over itVIEW 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 itVIEWS 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 itDID YOU HIT THE RIGHT PERSON? A PERSON?
- 11. Title position here Your title sit over itWAS IT EVEN VIEWABLE? Source: IAB Viewability Standard 2015 50% in view 02 seconds
- 12. Title position here Your title sit over itVIDEO METRICS THAT MATTER GO BEYOND THE VIEW
- 13. Title position here Your title sit over itSHARING DATA SHOWS US EVEN MORE
- 14. Title position here Your title sit over itSHARES 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 itSHARES 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 itNOW 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 itNEED AN OBJECTIVE MEASURE? Views / Shares Share Rate
- 19. Title position here Your title sit over itTENS OF THOUSANDS OF DOLLARS IN MEDIA VALUE Share Rate 3%0 6%1Hyundai Mercedeslast 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 itMEASURE 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 itVIDEO SHOWS IN SEARCH
- 22. Title position here Your title sit over itENGAGED 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 itMARKETERS ARE STARTING TO TEST THEIR VIDEO CONTENT
- 24. Title position here Your title sit over itTWO KEY DRIVERS OF SHARING Psychological Responses Social Motivations
- 25. Title position here Your title sit over itKNOW HOW YOUR AUDIENCE WILL RESPOND Source: Unruly ShareRank™ US TV Promos Study 2,000 data points
- 26. Title position here Your title sit over itELICIT STRONG RESPONSES
- 27. Title position here Your title sit over itTRIGGER MULTIPLE SOCIAL MOTIVATIONS
- 29. Title position here Your title sit over itELICIT STRONG RESPONSES But focus on one or two
- 30. Title position here Your title sit over itTRIGGER MULTIPLE SOCIAL MOTIVATIONS As many as possible! 7.2%
- 31. Title position here Your title sit over itPERIODIC TABLE OF SHARING
- 32. Title position here Your title sit over itGO 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?