The World Cup Brazil 2014 might be nine months away, but advertisers are already clamoring to figure out how to produce branded videos around the event. And for very good reason.
According to advertising experts we talked to, a good, branded video around the event has the potential to get unheard-of sharing numbers and as many as a billion views. That’s encroaching on “Gangnam Style” territory.
First of all, the fact that the World Cup is happening in Brazil has a lot to do with it.
The Wall Street Journal recently dubbed Brazil the “social media capital of the universe.” Hyperbole aside, after the United States, Brazil is Facebook‘s second-largest market and also provides YouTube with its second-most unique visits.
The U.S. has 316.6 million people [≈ population of United States, nation]. Brazil’s population is estimated at 196.7 million.
Founder and COO Sarah Wood told Business Insider that while Unruly measures an average share rate of 1.31% for branded videos, in Brazil that average share rate jumps to 4.41%.
“What we see in Brazil is an audience that has a real appetite not only for watching videos, but sharing videos,” Wood said. “And there’s an openness to branded content.”
Not only do Brazilians have a propensity to share videos, but they will probably be even more inclined to share videos related to soccer.
“When you think about Pelé and Ronaldo, you think about Brazil,” she said. “It is the perfect heart and soul of football.”
But even if the World Cup 2014 were in a different country, it would still be an ideal platform for potentially viral content. It is a tent pole event that will produce a lot of excited chatter — much like a presidential election or the Olympics. Given that 2013 has lacked any unifying event, if we aren’t counting the births of various famous celebrity and royal babies, that has given advertisers the opportunity to hone their creative for 2014.
Some brands have already begun.
Nike’s 25th anniversary commercial called “Possibilities” featured soccer stars in a stadium. It has more than 9 million views in less than two weeks.
“Brazil 2014 is the perfect storm for creating the most shared branded video ever,” Wood said. “It has the potential to deliver a billion-view video. Whether it does depends on the quality of the content and the distribution strategy behind it.”
With 10,000 branded videos posted to YouTube last month alone, Wood noted that the social media space is simply too cluttered to leave the possibility of a video going viral to chance.
“Brands understand YouTube is the place videos go to die,” she said. “It’s not enough to put it on a Facebook page and hope fans share it.” Distribution plans are key.
Official sponsors should also watch out for non-sponsors to ambush the tournament. For example, no one remembers that Nike wasn’t an Olympics sponsor, but everyone remembers its viral “Find Your Greatness” ad starring an overweight child jogging down a road for 60 seconds.
“Some advertisers are thinking if they should try to create a campaign for a global audience or tell different versions of the story regionally,” Wood added.
Since humor varies country to country, you tend not to see many funny Olympics videos. They skew toward inspirational and warm.
Unruly predicts, however, that the videos that truly fly virally will be a bit funnier and make their audience feel excited and exhilarated. This is because the demographic skews slightly younger and more male, and because of soccer stars’ cheeky reputations.
“This is a country that likes to party,” Wood said. And hopefully that mentality of spreading excitement will rub off on advertisers’ branded content.
Applicants for a job interview with LG Electronics in Chile had the scare of their lives when the company played a cruel prank on them that has been turned into an amusing TV advertisement.
To promote just how life-like images appear on the company’s 82-inch ‘Ultra HD’ TV, LG created a fake office in which one of its screen was positioned to look like a window.
Four unlucky applicants – two men and two women – were then filmed in the fake office being interviewed for a job with the company.
par Paul Chappell le 16 juillet 2013
Video content is accountable for 50 percent of the growth of the internet year on year. Yet so many marketers are still unaware or unprepared to invest in video content. This presentation dives into the technologies, strategies and solutions that are driving the future of video content.
Nearly three-quarters of media executives say they make use of “owned media channels”
Can brand video content stand alone online? High-level US media agency executives seem to think so, according to a December survey of them by native advertising platform Sharethrough.
While pre-roll or in-stream advertising were the most popular ways to deliver online video to consumers—92.4% of media executives surveyed said they used it—there is clearly appetite for less interruptive online video advertising as well. Nearly three-quarters said they had distributed brand videos through owned media channels such as a brand website or social media account. And just under half had worked with native advertising, in which online brand videos are treated as standalone content in partnership with a publisher site (e.g., a sponsored story on Facebook or a sponsored post on a website).
Media agencies are holding native video campaigns to similar standards as those for other kinds of campaigns, which suggests that native video could comprise a core part of the marketing mix. Among the most common primary key performance indicators: brand lift, sharing and cost efficiency. Just like video bloggers and other would-be online stars, 13.6% of executives said they monitored YouTube video view counts as well.
The consensus on objectives for online video campaigns of all kinds (including pre-roll, owned channels, native advertising, etc.) was that awareness is key—94.6% of respondents were looking to achieve that end. After that came branding (67%) and brand affinity and advocacy (45.5%).
Given that “sharing” was the No. 2 key performance indicator for native video specifically, that seems to be a particularly important role native video is playing in the online video marketing mix.
I’d like to step way back and look at the big picture of where we are today. To use a cliché, this isn’t a “30,000-foot view”. Rather it’s more like the view from the moon.
Johannes Gutenberg invention of mechanical movable type printing in about 1439 was the most important communications breakthrough in history. It meant books could be mass produced, rather than painstakingly copied by hand. It meant ordinary people could refer to things in books, like laws, that used to have to be committed to memory.
The printing press created the first communications revolution by freeing people from memorizing information which allowed them to use brainpower to create things instead. At the same time, this first communications revolution (which took many decades) meant that large numbers of people became literate, raising living standards along the way.
The second most important communication revolution in history
556 years later, in 1995, the second most important communications revolution took off. I choose 1995 because it was the year Netscape went public on the success of Netscape Navigator the first popular product to allow people easy Internet connections and Web browsing.
I talk about it in this short clip. My friend Chris Brogan pointed out that I ended the clip abruptly. True. The clip was taken from my new speaking highlight reel. The entire video is about 8 minutes and is here if you want to check it out: Marketing and Leadership Speaker David Meerman Scott.
We’re fortunate to be living in this time in history. We’re actually living through an important revolution.
I figure we’re about half way through this second communications revolution. The first 17 years or so were fast paced and things changed very quickly. Adoption went from a few million people online to billions. But things are still changing, as many organizations aren’t truly communicating in real-time yet.
You are what you publish
The next few decades will see continuation of the revolution. Are you a supporter of the revolution? Or do you support the old regime?
In the recent Adap.tv Q4 State of the Industry Survey on Digital Video Advertising they looked at how video advertising is being bought and sold. Since it’s Black Weekend, or whatever the unstoppable retail machine is calling it these days, I thought it would be appropriate to talk about selling stuff.
As always I like to give you some methodology so you have some idea of the scope of the research we’re talking about and so we can analysis, albeit briefly, the validity of the information.
A survey of 700 digital marketing and media professionals was conducted in October 2012 on current attitudes and practices regarding digital video advertising. Participants were contacted via email, and asked to take an online survey. Participants were first asked to identify their companies as brands,
agencies, trading desks, publishers, ad networks or DSPs. They then answered a survey of roughly 20 questions regarding their perceptions and practices relating to the buying and selling of digital video advertising.
The results were then compiled, compartmentalized, analyzed and then reported to us. The hard thing to determine is what percentage of the overall industry does 700 digital marketing and media professionals represent? Since we don’t have a valid answer for that we have to simply attach a grain of salt to the reports.
Buy Buy Buy!
So how are those 700 representatives of the industry purchasing inventory for their video advertisements? Compared to last year there have been some drastic changes in exactly that. TV upfronts saw a massive dip this year compared to last as did direct buying. That’s because trading desks nabbed a pretty big piece this year, DSPs saw large-scale growth along with exchanges and ad networks got a good bump as well.
Direct seems to have lost a little steam along with the TV upfronts. Since more advertisers are starting to plan TV and online video campaigns together it’s a pretty telling statistic. It also shows that if you’re employing a full on ad sales force you might be better off having them use some of the automated tools that the trading desk, DSP and exchanges provide.
Earlier this month I talked about Programmatic Buying Key to Integrated TV and Online Video Ad I was also referencing this same report. But what is programmatic buying? Well, that depends on who you are, but a large portion of buyers and almost one-third of sellers think real-time bidding and remnant inventory. Buyers also believe it to be buying a particular “audience” while sellers think less so. Maybe sellers need to start rethinking what programmatic means in order to align their thinking with that of the buyers they’re trying to woo.
Where the Buying Gets Done
So if that’s really the case in terms of programmatic buying then it’s good to know where everyone is turning for their RTB transactions and who is doing it the most. As it turns out, the trading desks are all using real-time bidding while everyone else is far, far behind. Agencies have the second highest adoption rate of RTB and they’re just at 52% with brands a close third at 48%.
Now if we look at the above where we saw what everyone was using to buy video advertising, we can then compare it to where everyone is selling their video inventory and see there’s a slight disconnect.
Publishers are trying to sell more at the TV Upfronts, but the buyers are using them less.
Sales teams have taken a hit which lines up with the lower direct buying and ad networks are the clear winner with both buyers and sellers, which makes me believe that the RTB offerings that major online video ad networks rolled out early this year (and which I thought would be a major trend) have indeed had an impact.
That’s a Wrap
So, if you’re a buyer looking to find inventory, or a seller looking to fill inventory, you need to get on the same page. Ad networks and real-time bidding exchanges are definitely a strong force in the marketplace right now. If you’re not utilizing video ad networks or RTB exchanges, you are probably losing out and that could be why you’ve got 50% fill rate or lower. You’re selling in the wrong place, like ice cream in Antarctica. Sellers need to shift their focus to where the buyers are, and now, with this recent research, you can do that because you have a general idea of where they are looking when they want to buy ad inventory.