Adopt A Content Role For Online Video Marketing: Evolving Online Video Marketing From In-Stream Ads To Brand Content Darika Ahrens, Analyst April 5, 2012. Call in at 10:55 a.m. Eastern time

Agenda Why content when in-stream advertising works already? Four ways online video content can drive value Using video content across the customer life cycle Spread video across your brand ecosystem Getting started with online video content

Why go beyond in-stream advertising? Source: YouTube (http://www.youtube.com/watch?v=J---aiyznGQ) Why go beyond in-stream advertising?

Online video is a preferred consumer medium

Almost as engaging a display advertising

Branded content is growing in popularity Source: Visible Measures (http://www.visiblemeasures.com/)

Working with online video should be about more than replicating the “30-second TV slot.” Source: Flickr (http:www.flickr.com/)

Four ways online video content can drive value Works for multiple marketing goals Can be targeted to customer profiles and life cycles

Video content drives value across the customer life cycle De Opvoedingslijn: Children’s choir starts bullying in a shopping mall. Image source: YouTube (http://www.youtube.com/watch?v=ALv4rnLIAyE; http://www.youtube.com/watch?v=RS3iB47nQ6E; http://www.youtube.com/watch?v=PMQtMfnGEDs) Source: July 1, 2011, “Marketers Need To Embrace The Customer Experience Ecosystem” Forrester report

Four ways online video content can drive value Works for multiple marketing goals For example: M&S TV buying guides versus De Opvoedingslijn brand awareness Can be targeted to customer profiles and life cycles For example: Tag or pay to promote content for specific keywords or use a distribution platform like Unruly Media to place alongside editorial where consumers research. Can extend offline campaigns For example: Volkswagen had more than 13 million views of its Superbowl teaser before their ad screened on game day. "Carlsberg Stunts with Bikers in Cinema" ran simultaneously during "That Calls for a Carlsberg" TV campaign. Encourages interactivity For example: French Connection’s YouTique, one of the first click-to-buy channels; VW response videos to The Bark Side extended video reach significantly

All interactive marketers should build a multilayered brand ecosystem. Source: Upcoming “Boost Your Content Ecosystem With Video” Forrester report

Spread video across your brand ecosystem Create “owned media” assets at the center of your ecosystem. Repurpose existing video assets across other parts of your ecosystem. Drive reach and engagement with “shareable” video. Source: Upcoming “Boost Your Content Ecosystem With Video” Forrester report

. . . where do we get content from? “OK, I’m ready to start using video content but . . .” . . . where do we get content from? . . . how do we find or create an audience? . . . will online viewers interact with the video? Source: Flickr (http://www.flickr.com/)

There are three ways to generate branded video content Content creator Content partner Content catalyst

Become a content creator by repurposing assets from other channels, like TV, for interactive Source: Upcoming “Boost Your Content Ecosystem With Video” Forrester report

Ikea filmed Cats for a TV advertisement but also posted “making of” videos on their YouTube channel [video area] Source: YouTube (http://www.youtube.com/watch?v=vCB7RqGS684) Uploaded by IKEAcats on September 9, 2010 A look behind the experiment of IKEA UK’s release of 100 house cats into its Wembley store in the UK

If creating bespoke video assets start at your brand center and then repurpose across others channels Source: Upcoming “Boost Your Content Ecosystem With Video” Forrester report

UK retailer Marks & Spencer creates video assets they use on M&S TV and across their ecosystem [video area] All videos hosted on M&S TV [video area] Videos appear alongside products in eCommerce site. [video area] Videos also hosted on Facebook (including latest TV ads) [video area] M&S videos have a strong presence on search engines.

Identify content partner opportunities from your traditional media publisher — gaining engagement as well as reach Source: Upcoming “Boost Your Content Ecosystem With Video” Forrester report

P&G’s Herbal Essences has a hair sponsorship with Yahoo’s The Thread [video area] Source: Yahoo (http://au.video.yahoo.com/shine-6786795/thethread-8309715/how-to-get-more-hair-volume-and-the-workweek-blowout-28282742.html) This episode, How to get more hair volume and the workweek blowout, featured two women using the Herbal Essences’ Hair Hookup tool to find their perfect hairstyle.

Catalyze content by engaging users to share, promote, or even create video themselves that can be used in other channels like the website or TV Source: Upcoming “Boost Your Content Ecosystem With Video” Forrester report

Catalyze content by getting viewers to share, engage with, or even create content [video area] Bic’s A hunter shoots a bear reached millions in 107 countries. [video area] Dr Pepper Snapple Group’s SunDrop Girl ad inspired hundreds of social video responses. [video area] Happy Grad was selected from 198 films submitted for Chevrolet’s Super Bowl ad contest. Source: YouTube (http://www.youtube.com/profile?src_vid=4ba1BqJ4S2M&annotation_id=annotation_980821&feature=iv&user=tippexperience; http://www.youtube.com/watch?v=Ae52ourE3Pw; http://www.youtube.com/user/sundrop/videos)

Summary Go beyond in-stream advertising for reach and engagement. Online video is more than just a “30-second TV spot.” Use for a specific marketing goal. Target to customer profiles and life cycles. Extend offline campaigns. Encourage interactivity. Spread video across your brand ecosystem by: Content repurposing/creation. Content partnerships. Content catalyzing.

Final recommendations

Specialized online video agencies Online video influencers Work with specialists when creating and partnering on content Specialized online video agencies Platform providers Online video influencers Even if repurposing, you need to work with those who understand logistics of web video. Branded video content agency Adjust Your Set worked with M&S. Channel Flip creates targeted content funded by brands like Johnson & Johnson (work with online influencers). Any brand can upload to YouTube, but quality and deployment need a platform for user and marketer needs. Brightcove offers on-site and in-app hosting and deployment. Quick.tv provides video annotations. Unruly Media’s platform “socializes” video across blogs and websites. “Amateurs” still create the majority of online video content — with fans or “reach.” Dolby and Rowntree both sponsored videos with UK Beatbox champion and Internet sensation Beardyman. Chevrolet tapped MOFILM’s global community of online filmmakers.

Thank you Darika Ahrens +44 (2)07.323.7756 dahrens@forrester.com www.forrester.com