The Science Of Online Video - What Makes A Good Car Ad

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Information about The Science Of Online Video - What Makes A Good Car Ad
Marketing

Published on March 20, 2014

Author: realeyes-slides

Source: slideshare.net

Description

What makes a successful video campaign that drives exceptional business results? Find out which car brands are getting it right - why, and how! :)

The Science of Online Video: What Makes a Good Car Ad? Sophus Forum 2014 London, 20th March

Solving problems Creative Media ROI + = Hard to measure, until now Inefficient to push, how to create pull? Target reaction, not just audience Emotions drive both ROI levers

Multiplying effectiveness “… emotional advertising is more effective and more profitable than rational campaigns.” Les Binet & Peter Field Marketing in the Era of Accountability Donald Gunn The Gunn Report “…emotional advertising is eleven times more efficient in market share growth.”

A Quick History 1800s 1960s 2010s Emotions Facial coding Automated

Science as beautiful as the results

Science as beautiful as the results

Internet film chosen category Comprehensive judging Submission > Shortlist > Medals > Winners Since 1956 Benchmark for excellence in creative 36,000 entries 92 countries 15 categories

Cannes Study 45k people 125m+ frames Entered 211 Shortlisted 102 Bronze 47 Gold 49 Silver 49 458 videos tested 4 weeks

9000+ variables Volkswagen Force 70 60 50 40 30 20 10 0 1.0 0.8 0.6 0.4 0.2 0 -0.2 -0.4 Sessions Time (0.1 sec) 0 50 100 150 200 250 300 Avg, Max, Min Smoothing settings % of Cohorts Trends Events Cont., Discrete Head gestures By age By gender

Strongest variables Don’t drop the game Use sadness early Make women happy at the end Disgust and recover Make women excited at the end Don’t start with confusion Time the peaks right Grow the trend

Grow the trend 0.14 0.13 0.12 0.11 0.10 0.09 0.08 0.0 0.2 0.4 0.6 0.8 1.0 Bronze/Silver Gold Shortlisted Nothing Relative time Happy aggregated trendlines Steeper slope = Better outcome

0.8 0.7 0.6 0.5 0.75 0.66 0.63 Can we predict Cannes in future? YES shortlist with 75% accuracy! In the future, medals will need more data to get a solid prediction model AUC GOLDMEDAL SHORTLIST

Attract Hook in 8 seconds Retain Keep the audience Impact Kahneman’s Peak-End Engage Connect via emotions EmotionAll® How to use it in everyday marketing?

Volkswagen - The Force has excellent overall performance. Better than 92% of ads EmotionAll® Score Volkswagen – The Force

Automotive Case Study

54,440 YouTube views 59,359,723 YouTube views 8 Facebook shares 1,367,366 Facebook shares 5 Tweets 101,572 Tweets EmotionAll® 4 EmotionAll® 9 Volkswagen – The Force Ford – Fiesta Fuel Happiness %

EmotionAll® score drives results 2.5x Views on YouTube Social action conversion 7.5x

Rank Video EmotionAll® Attract Retain Engage Impact 1 Volkswagen - Think Blue 10 9 9 9 9 2 BMW - Vet 10 9 9 9 9 3 Smart - Offroad 9 9 8 9 8 … … … … … … … … … … … … … … 148 Hyundai Elantra - Car Of The Year 2 5 3 2 2 149 Kia - Euros 2 3 2 3 3 150 Chevrolet - Own Some Chrome Event 2 3 2 2 2 Germans ahead, Asia and US behind? 

Avoid 1. Dropping Engagement Avoid dropping Engagement in first third of the video 2. Lack of Surprise No surprise equals no connection to audience 3. Low Valence values Any Negative emotions need to be resolved and balanced out wish respective Positive

Achieve 1. Finish Strong Reach over 30% of Engagement in the final quarter of the video 2. Stand Out Peak happy maximum above country and sector average 3. Make Women Happy Ensure over 64% of Female feel Happiness at some point in video to drive social sharing

Using EmotionAll® to drive ROI EmotionAll® Report Media Action ROI Attract Retain Engage Impact Optimise Reallocate Push / Pull Brand Lift Purchase Intent View-through Social Sharing 1 2 3

Media Market(s) EmotionAll® Action Performance Video 1 U.S.A. 9 Video 2 U.S.A. 7 EmotionAll™ Score

Media Action Media Market(s) EmotionAll® Action Performance Video 1 U.S.A. 9 Video 2 U.S.A. 7 Stop Reallocate

Higher Performance Media Market(s) EmotionAll® Action Performance Video 1 U.S.A. 9 Stop 12x Video 2 U.S.A. 7 Reallocate 3x No reallocation

Consumers love emotional content 3x 20x 8x 100x More likely to watch to the end Higher click through rate Social action conversion Quicker in attracting views

Impact Model EmotionAll® Media Action ROI + = Attract Retain Engage Impact Optimise Reallocate Pull Earned Media Brand Lift Purchase Intent Viewthrough Social Sharing Create Distribute Measure

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